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Dropping a Lette...
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Months of riots. Vandalised film sets. Death threats. Activists attacking a full school bus. This isn’t the storyline of a dystopian blockbuster epic. These are real events, all protesting a film that hadn’t even been released.
This is the story of how we turned a nation-wide controversy into a box office victory.
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BookMyShow, India’s largest online entertainment ticketing portal, wanted to boost sales for a much-awaited Bollywood epic telling the story of a legendary Rajput queen.
The film, ‘Padmaavati’, was mired in controversy from the start. India’s Censorship Board eventually approved its release pending some changes – so ‘Padmaavati’ became ‘Padmavaat’. But with projected sales at an all time low, BookMyShow needed to get people interested in actually coming to see the film.
After months of fights, riots and drama, all it took was one letter to make everything alright. We decided to poke gentle fun at the absurdity of these events, without leaning into the controversy or taking sides.
Once the name was changed and the release date was confirmed, we released an animated film driving people to book their tickets. To reference the situation (without making light of the dark turn events had taken), the last letter of every sentence was droppe...