Social media has permeated each and every aspect of our lives. Today social media is a trusted and sought-after source for people when it comes to gaining access to news, staying in touch with friends, keeping up with the trends or building an audience for themselves. Platforms such as Likee, offer users easy to use interface and exciting features. It is one of the most popular global short video creation platforms, and provides instant access to content on various subjects, Bollywood being one of them. It comes as no surprise then that Bollywood has been gaining from its campaigns on apps such as Likee in various ways and continues to do so. Let's explore the different ways mediums such as Likee have paved the way for Bollywood.

Everyone Likees a #Challenge

Dabangg3 recently came to theatres, with Likee as their digital partner. They came up with the #HudHudDabanggChallenge, in which users were urged to make a video of the hook step and get a chance to meet Salman Khan in Person. The campaign raked in over 325 million views. Ms. Aparna Desai, Marketing Head of Salman Khan Films was quoted saying, “It was great to see so much enthusiasm and such positive participation from all the Likee users in such huge numbers from across India. Not just Hindi but Dabangg 3 also received a great response from South India on Likee.” 

#TheBalaChallenge of Housefull 4 too received tremendous support with over 663 million views so far. Then, there was the recent Panipat Challenge to promote the movie Panipat starring Arjun Kapoor and Kriti Sanon. It received close to 400 million views. These numbers are a clear indicator of the vast reach and popularity of the app. 

Streaming with the stars

There was a time when the closest a commoner got to Bollywood was in front of the silver screen; getting to see one’s favourite celebrity was a matter of chance. While mediums and ways to connect with Bollywood have changed in this new era, the thrill and alluring charm that it has for the public is ever-green. In a recent collaboration for the 2019 film Chhichhore, Likee was leveraged in order to engage the viewers, giving them the opportunity to meet Sushant Singh Rajput and Shraddha Kapoor. The platform can also be tapped by actors to broadcast and engage directly and more personally with their fans.

Filter me in

A vibrant tool that has been utilised by Bollywood has been in the form of filters that give the users a feeling of being 'in' the film. The first-ever space movie to come out of Bollywood, Mission Mangal collaborated with the Likee app to allow users to use an astronaut filter along with dialogues from the film. In a country where everyone dreams of being a star, such initiatives go a long way in garnering support, love and publicity. The option of video dubbing, or using background scores from the film in content created by the audiences themselves is a unique and creative experience.

Likee has extensive reach, and offers Bollywood remote access. Filmmakers no longer have to worry about extensive on-ground media campaigns and visits, because through the virtual world, Bollywood is now able to seep into the smallest towns of the country. Through social media platforms such as Likee, they gain passage to the Indian youth who are extremely passionate, and at the same time technology savvy in this new-age.

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