Gully Boy- a story of underground rap culture, determination and self belief has won millions of hearts with its classic yet spunky story-line, exquisite performances and rap numbers. The movie, directed by Zoya Akhtar, starring Ranveer Singh and Alia Bhatt is completely groundbreaking that inspired many Gully boys to follow their dreams and believe in themselves with its,
'Apna time aayega' rap, has officially made its entry in the Oscars, 2020. The film, released in February this year, managed to break records and connect with its audience in the most significant manner by finely portraying the struggles of Murad which ultimately led him to make his dreams a reality!
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| Gully Boy- Apna Time Aayega |
Gully boy, with its trailer and ultimate catchphrases like
'Apna time aayega' allured various brands, companies and meme developers to connect with the audience in the most relatable and prolific manner. The brands were seen getting quirky creative with the energy spread by the most relatable lyrics of the rap numbers and hence forming eccentric and some of the most liked topical advertisements for the respective products.
Amul, known for some of the best creatives, created its topical with caption, 'apna time hai... khayega' featuring Alia Bhatt, Siddhant Chaturvedi and Ranveer Singh caught the eyes of millions of social media users. The similar strategy to form creatives inspired by Gully Boy was followed by other brands like Zomato, Netflix, Durex, Barbeque Nation, Practo and even Mumbai Police. The film created a positive vibe that attracted the world of advertising and later got resonated. The film's realism has been a trend setter for advertisers to latch onto in their own innovative manner.
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| Amul |
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| Durex |
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| Zomato |
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| Barbeque Nation |
The world of competition have made the advertisers to think out of the box, literally and figuratively. Lately, topical advertising has been one of the most charming ways to catch the attention of the audience and reach out to potential audience through word of mouth publicity. Advertisers have started eyeing on the most trending topics and events, whether it be a new movie or some political announcement, to integrate them with their social media advertisements and producing quality content in the race of moment marketing.
Gully boy- being one of the best trend setters in 2019 has also been added to marketing case studies that took on a life on its own on social media timeliness through contextual advertisements by brands and memes. The catchphrase being highly relatable to the youth was kept as proposition consciously. The trailer launch with the hopeful proposition, 'apna time aayega' was done on 1st January, first day of the year which started the wave of 'my time will come' in 2019. It received overwhelmingly positive responses from the audience and the inspiration started knocking the doors of the creative departments of advertising agnecies creating a mutual snowballing effect of successfully run campaign for both, the movie and the brands.
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