Campaign Spotlight

Campaign Spotlight: When chocolates went missing from all over

MUMBAI, INDIA — As movie theatres reopened in Maharashtra last Friday and “Venom: Let There Be Carnage” geared up to hit the big screen, Twitter was abuzz with #ChocolatesMissing. Sony Pictures Entertainment India wanted to create a unique trend to grab the moviegoers’ attention and establish Venom as the first big film to watch in the theatres. That’s when the Mumbai HQ tweeted a picture of their half-empty vending machine, wondering about the missing chocolates from their office.

Soon after, several more reports of missing chocolates started flooding in. Brands took to Twitter, expressing concern for their chocolate products, and #ChocolatesMissing was trending within mere hours of the first chocolate theft.

As it happens, SPEI was finally successful in catching the culprit…in the nearest theatre!! It was Venom all along, trying to sustain itself on a special chemical found in the human brain or, less alarmingly, in chocolate, as ardent Venom fans will know from the mini-series ‘Venom: The Hunger’.

The sudden loss of chocolates brought over 20 brands together. Moreover, the meme pages on multiple social media platforms like Twitter and Instagram, too had a field day with this, churning out hilarious content around the activity.

What started with Sony Pictures Entertainment India tweeting a picture of their empty vending machine, wondering about the #ChocolatesMissing from their office, led to several brands like Sony Liv, SAB TV, Sony YAY, Sony India (Electronics), Sony Music South, PVR Cinemas, INOX, PayTM, Swiggy InstaMart, BookMyShow, Alpenliebe Juzt Jelly, Happydent, Rage Coffee, Carnival Cinemas, Bournville, Nature’s basket, Lotte Choco Pie, Coffee Bite, Mad Over Donuts, MeeMee India, Cult Sports, Svami Drinks, Miraj, and many more joining the wagon, posting pictures of empty chocolate shelves, bottles of chocolate sauces missing, the boxes of chocolates at Kirana stores mysteriously vanishing and an engaging activity all around. This activity directly ties back to the fact that Venom has a weakness for Chocolates, like everyone does!

The Activity was a smashing hit as fans loved it and so did the likes of Mad Over Marketing!

Conceptualised and executed by SoCheers, the campaign was part of the promotional activity for the recent release of Sony Pictures Entertainment India ‘Venom: Let There Be Carnage’.

Partner with adobo Magazine

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