In recent years, film festivals have become a commonplace. In fact, almost all the major cities in India, have their own film festival. This, in addition, to India’s official film festival – International Film Festival of India (IFFI). And yet, the north-east region of India hasn’t got a platform that justifiably showcases its talent and culture.
National Film Archive of India (NFAI), Pune, decided to conduct a North East Film Festival (NEFF) in Pune, from 28-30 January 2017. An initiative by the Information and Broadcasting Ministry, the idea was to showcase the films made in the north-east, along with the culture of the region. The obvious challenge was to make it stand out in the crowd of numerous film festivals.
We decided to take up this challenge to create awareness that would increase the footfalls at NEFF and enhance audience engagement by generating content that could be shared on social media. Keeping North East as the central theme, we formulated a social media strategy that would incorporate elements of North East in every aspect of our communication.
We arranged for on-site activities like video and photo booths with chroma screen that transported visitors to the beautiful lands of North East. Set-up for the very first time at NEFF, hundreds of visitors enthusiastically clicked pictures, shot videos and shared them on their social media profiles.
A team from Setu Digital was present at the venue to generate content. The responsibility involved interacting and coordinating with the I&B ministry, the PR team, NFAI team, the audiences, and the artists, performers and participants at NEFF. Amongst the hustle and bustle of the events, moments and stories were captured skillfully that were shared on Facebook, Twitter, Instagram, YouTube and Google+. An off-site team was dedicated to developing content which educated the netizens with interesting information and facts about the North East.
The numbers were impressive, to say the least. All the online presence was organic in nature. On Facebook, the NEFF page gained 50,823 impressions, with more than 700 engagements. On Twitter, around 74k+ impressions and 2000+ engagements created sufficient buzz for NEFF.
While the team gained valuable experience of handling online presence of on-site events, the successful promotion of the 1st edition of NEFF, gave Setu Digital another success story.