Keeping Up with Media Agnostic Movie Lover

Hindi movies, or Bollywood, hold a revered place in Indian pop culture, often compared to a cultural phenomenon. Indians are known for their fervent love for films, celebrating their favourite stars and stories. However, the digital age has ushered in rapid changes in how people consume movies. Viewers are no longer limited to specific channels; their smartphones command more attention.Sony Max, India’s No.1 Bollywood channel, aimed to tap into this new consumption pattern, turning a potential distraction into a powerful opportunity. Their goal? To build a community of active, engaged viewers in the evolving media landscape.

Humanising Sony Max as the Biggest Bollywood Fan

In the digital realm, where mobile phones are an extension of our lives, messaging and chat services take center stage. This observation ignited our innovative strategy. The mission was clear: to position Sony Max as the ultimate Bollywood fan, one that could engage in lively conversations with fellow enthusiasts directly on their personal devices.

A Fan That Became a Superstar

And so, FilmyKaant (FK) made a debut— an impressive, AI-powered chatbot armed with advanced Natural Language Processing capabilities. FK’s magic trick? Conversing seamlessly in ‘Hinglish’, making it accessible to a wide and diverse audience. It dived headfirst into discussions about movies, characters, starlets, and the insider tales of Bollywood. With an impressive repertoire of keywords and phrases at its disposal, FK was also blessed with a delightful sense of humour, dishing out witty responses that perfectly encapsulated Sony Max’s persona.

In the grand style of Bollywood, FK catapulted to superstardom, smashing records in user interactions, engagement, and garnering rave reviews. As for Sony Max? Well, it went on to live happily ever after in the hearts of movie lovers.

A Fan That Became a Superstar

FilmyKaant’s debut was nothing short of a box-office hit, exceeding all expectations and delivering record-breaking user engagement for Sony Max

800,000+

Users engaged with FK

30%+

Returning users

7 MN+

Messages on the app

3 mins

Avg. time spent per user interaction

—highest in the category

70%

Users from HSM, the core market

for Sony Max

10%

Increase in gap between Sony Max and

its closest competitor

INR 6 MN

Worth of earned media coverage

Interview feature

Of Filmykaant appeared on Storypick.com

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