Movie marketing has become just about ‘promotions’ today. It’s quite evident that production houses pull all stops in order to promote not only the movie but each element and cast involved in it. The definition of movie marketing has changed and there are new add-ons- content creators.

When it comes to promotions- no creator, actor or performer wants to be left out. The more updated the celebs are nowadays, the more publicity their content gets. It’s all about making the best use of social media platforms when it comes to getting the limelight and attention of people before their movie releases. When Bollywood celebrities collaborate with social media content creators, it gives them a good reach.

Content creators collaborate with other creators to get more reach on their pages and it works as each creator has a different audience. A dancer creator would have a content audience who enjoys dance while a comedy vine creator would cater to an audience that enjoys light-hearted content. When these two collaborate, it would mean two different audiences getting introduced to two different kinds of content.

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In the same way, when a celebrity posts content related to their life or to the movies or shows they are doing, it is shared with the audience which knows and follows them. In the last three years or so, the trend of promoting movies via a content creator’s social media handles has been followed as a pop culture marketing trend. When they collaborate with the social media content creators, it gives them a combined reach and eyeballs.

Content Creators
Content creator Ashish Chanchlani collabs with Akshay Kumar and Sonakshi Sinha

Netizens have been witness to an array of celebrity posts partnering with digital stars shaking a leg or two on trending songs or reciting some of their movie dialogues or creating some original content while subtlety promoting the movie. Here are a few recent collaborations that we came across:

Shahid Kapoor x Ashish Chanchlani for Jersey


Bhuvan Bam x RRR for promotion with a YouTube video

Taneja Gaurav x Jacqueline Fernandez for Bacchan Pandey

Alia Bhatt x Sonal Bhadauria for the promotion of Gangubai Kathiawadi

Alia Bhatt x Melvin Louis for Gangubai Kathiawadi

Sara Ali Khan x Rupali Ganguly for Chaka Chak

Madhuri Dixit x Beyounick for the promotion of Dance with Madhuri- her dance academy

Rajkumar Rao & Bhumi Pedneker x Karan Sonawane aka FocusedIndian for ‘Badhaai Do’ promotions

John Abraham x Anisha Dixit for Attack promotions

Priyanka Chopra x Manav Chhabra for The Sky is Pink

Ajay Devgn x Saurabh Ghadge for Runaway