Case study · Film release campaign
Mirai
Credtech ran the social media promotion for Mirai across Instagram, Facebook, X and YouTube in September 2025. 440 posts generated 3.7 crore views, and every target promised in the brief was met or beaten.
Outcome
What the campaign delivered
The campaign
Campaign summary
Instagram delivered the biggest single post: naughtyworld's reached 5.5M+ views and 283K+ likes, and sarcastic_us added 2.5 million reach. On X, 143 influencer tweets against 100 promised took the cumulative audience to 1 crore, and both promised trends landed: #BrahmandBlockbusterMirai at No. 1 with 90.34 lakh impressions and #UnstoppableMirai at No. 2 with 80.34 lakh. YouTube carried 13 videos against 8 promised, for an audience of 1.5 crore, three times the target.
Objectives
Buzz creation
Create a buzz around the highly anticipated Mirai by highlighting its captivating storyline and exceptional production value. Through engaging promotional activities, establish Mirai as a must-watch movie that promises an immersive viewing experience.
Exposure generation
Generate maximum exposure for Mirai across North Indian social media niches and bring audiences to theatres. With an effective content strategy, capture the attention of the audience and build a strong online presence for the movie.
Platform overview
440 posts, 3.7 crore views
Tower height is views, drawn to one scale.
| Metric | Promised | Delivered |
|---|---|---|
| Instagram posts | 150 | 168 |
| Cumulative Instagram audience | 10 Crore | 12 Crore |
| Instagram views | 1.2 Crore | |
| Facebook posts | 100 | 114 |
| Facebook cumulative audience | 7 Crore | 7 Crore |
| Total Facebook video views | 2.3 Crore | |
| Influencer tweets | 100 | 143 |
| Twitter cumulative audience | 60 Lakh | 1 Crore |
| Twitter views | 20 Lakh | |
| Twitter trends | 2 | 2 |
| YouTube videos | 8 | 13 |
| YouTube audience | 50 Lakh | 1.5 Crore |
| YouTube views | 2.6 Lakh |
Trend 1 on X: #BrahmandBlockbusterMirai
- Rank
- No. 1
- Impressions
- 90.34 Lakh
- Reach
- 77.36 Lakh
- Tweets
- 2,989
- Users
- 1,569
Trend 2 on X: #UnstoppableMirai
- Rank
- No. 2
- Impressions
- 80.34 Lakh
- Reach
- 67.36 Lakh
- Tweets
- 1,689
- Users
- 1,305
Best performers
The posts that moved the numbers
#Mirainaughtyworld5.5M+ views
283K+ likes
#Miraisarcastic_us2.5M reach
100K+ likes
#Miraighantaa313K+ reach
11.9K+ likes
#Miraiadultsociety231K+ reach
6.9K+ likes
#MiraiNamo The World Leader218K+ reach
11.5K+ likes
Top performers
Who moved the numbers
The best performing Instagram posts named in the report, ranked by views or reach.
InstagramInstagram posts
- naughtyworld5.5M+ views283K+ likes
- sarcastic_us2.5M reach100K+ likes
- ghantaa313K+ reach11.9K+ likes
- adultsociety231K+ reach6.9K+ likes
- Namo The World Leader218K+ reach11.5K+ likes
Reputation
Voice of the people
The report closes with the audience response: audiences cheering in theatres during screenings, supportive comments on YouTube, and honest review and public opinion interviews recorded with moviegoers.
- Theatre photos of audiences cheering and pointing at the screen
- YouTube comments backing the film
- Honest review and public opinion videos with moviegoers
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