For Dhamaal 4, Perridot Media worked on the digital marketing campaigns for two of the film’s songs, “Qeher” and “Gulabi Saree.” Both campaigns were designed to create social media buzz through a mix of meme marketing, edit-page distribution, trend-led content, reels, and community participation. Our focus was to make the songs feel relevant to ongoing social conversations while reaching audiences through content formats they naturally engage with.
For “Qeher,” the campaign focused on the song’s energetic and party-driven vibe. We used relatable memes, high-energy edits, reels, and entertainment-focused content to build awareness and encourage audience participation. The campaign also evolved through different phases, moving from meme and trend-based content to creator participation, fan edits, cinematic reels, and user-generated content. This helped the song maintain momentum across social media and encouraged audiences to engage with the content beyond the initial promotional push. The campaign achieved 24.88M+ views and 988K+ engagements, highlighting the impact of combining entertainment content with meme communities, creators, and social trends.
For “Gulabi Saree,” the campaign was built around the song’s vibrant visual identity and the ongoing “girls in pink saree” trend on Instagram. We connected the song with this existing trend and amplified it through meme pages, entertainment communities, edit pages, music-video edits, dance content, and reels. The strategy helped position the song within a familiar social media conversation while using the colourful and energetic nature of the track to drive engagement. The campaign generated 13M+ views and 530K+ engagements, demonstrating how trend relevance, creative content, and strategic distribution can help turn a song promotion into a strong social media moment.
DHAMAAL 4
WAR 2
FRAMES- Marathi ZEE5 Original
MAA BAHEN
ALLEN- DHONI Podcast
MF GABRU
COINSWITCH
BHABHI JI GHAR PAR HAIN- MOVIE
FRAMES- Marathi ZEE5 Original
