How team Bala got social media users to let their hair down

From a bald filter on TikTok, to dialogue cards on Instagram, to content collaboration with Filter Copy, TheSmallBigIdea went all out for marketing Ayushman Khurrana-starrer Bala

e4m by Shreshtha Verma
Updated: Nov 12, 2019 9:17 PM

Ayushman Khurrana-starrer Bala, which released on Friday, has been creating waves on the social media for its unique marketing and promotions strategies. From a bald filter on TikTok, which grabbed 308.6 million views, to content collaboration with Filter Copy and other regional players, TheSmallBigIdea has taken promotions to the next level of creativity to create engagements and interactions for the movie.

The digital agency, which was awarded the social media mandate for Bala, has come up with strategies to connect over the common problem of baldness.

We take a look at some of the quirky campaigns created by TheSmallBigIdea which helped the creators of ‘Bala’ to obtain a reach of around 8 million people online.

It all started with ‘Bala wishing Bala’.

Akshay Kumar also played a character named Bala in his recently launched Housefull 4 and got a dance step from his movie viral as the "Bala Challenge". TheSmallBigIdea started off the promotions for the movie Bala by featuring Ayushman Khurrana taking the Bala Challenge.

Ancillary content for Milestones

TheSmallBigIdea is known for its exclusive digital content. To make the promotions more interesting, they shot specific content with actors for milestones which was put out as ancillary content. These small videos gardened more than 40 million views in just 24-hours.

Dialogue cards

To promote the movie, TSBI also circulated dialogue cards through Instagram. These dialogue cards by Maddock films carried the most hitting dialogues from the movie.

Bala Bechara

#BalaBechara was the key campaign by TSBI. This campaign features Ayushmann (Bala) telling the audience what being bald is like. Through #BalaBechara they tried to establish an emotional connect with the target audience.

Moment Marketing

Moment marketing is already emerging as a strong tool among the marketers and TSBI also used this tool to promote the movie. They used every occasion that came during the promotions like Diwali and Halloween.

Instagram innovations

Song launches

Even the songs of Bala were released in a very creative way. Every song release was treated as a campaign in itself. TheSmallBigIdea built every song to create intrigue to the audience for the release of the song followed by the sustenance of the same.

Don’t be Shy Again song content

Don’t be shy again: TikTok challenge

The Maddock team also collaborated with TikTok for promotions. They made this song a challenge on Tik Tok which was trending on Twitter for almost three days and grabbed 308.6 million views overall. Bollywood actors and influencers took the #Don’tBeShyAgain challenge and showed their support for Ayushmann. The popular faces who took the challenge were Arjun Kapoor, Varun Dhawan, Aparshakti, Varun Sharma, Sanya Malhotra, Neena Gupta and Gajraj Rao.


Meme marketing was another unique way that worked well for Bala. These quirky memes were shared as an Instagram post.

Content Collaboration

For the first time in the history of Bollywood, TheSmallBigIdea also did a content collaboration for the promotion of a movie. They didn't collaborate only with the big names but regional players too. This new and unique way of marketing helped the makers of Bala to reach national as well as the local audience. Reportedly, team Bala reached approximately 5 million people through content collaborations.

Bha Di Pa, a Marathi production company targeted specific regional audience under collaboration with TSBI.

Filter Copy also became part of this content collaboration. The content reached more than 2 million people and turned out as a great deal for team Bala.

BeYouNick, a YouTube channel with more than 3 million subscribers, did content collaboration as well.

TSBI also came up with some other challenges like #BaalHiPyaarHai was a challenge where the viewers had to replace the word pyar with baal in every song and post their videos.

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