Categories Name : SPECIAL AWARDS
Sub-Category : Breakthrough Technology as Part of a Campaign
Campaign Name : Avatar:Fire & Ash - Broke a World Record. Created an India First. In One Campaign.
The idea was not to use Instagram differently. It was to use two Instagram features in ways they were never designed to be used — and in doing so, solved two problems, broke one world record, one India First – all in one Instagram campaign.
**WORLD RECORD | Disruption 1: Imagining Product in an Unconventional Way**
Challenge: No last-mile nudge. In the 48–72 hours before release — peak purchase intent — every campaign went completely silent.
Solution :- Meta Reminder Ads were designed as simple event notification tool. You set reminder. Meta reminds you. We saw something in the economics that nobody else had exploited: you pay only per reminder SET — not per impression. Every impression before that moment is completely free.
->1.56 Mn Reminders Set — World Record — highest for any movie launch globally — Meta India confirmed
->~68 Mn Free Impressions — ~37L value at ~47 Meta CPM — Cost: ~0
->4.5 Mn Free Push Notifications — 3 per user — ~45L value — Cost: ~0
->~82 Lakhs Total Free Earned Media at ~0 cost ->+40% Advance Booking Uplift
->~1.93 Cost Per Reminder — 36% more efficient
**INDIA FIRST | Disruption 2: Making Instagram India's First Ticket Attribution Engine**
Problem :- In history of entertainment digital marketing in India, studios sent traffic to ticketing platforms — and then the data stopped. Every campaign was optimised on click rather than ticket sales. This was structural failure that cost the industry crores.
Solution - We built India's first joint Meta ad account: 20th Century Studios India × District. District's pixel inside our Instagram campaigns. Every click traceable to ticket sold — first time in Indian studios business.
→ District's first-party data unlocked audiences that no interest-based targeting could reach: premium concert-goers, diners, live event GenZ. Proven spenders. Not affinity guesses.
Impact Numbers:-
->1,12,428 Tickets Sold
->7.65 Crore Revenue Generated — From ~52 Lakh spend
->14.7× Campaign ROAS — India's best entertainment campaign ROAS
->~46 Cost Per Sale — 42% lower — first-ever CPS-optimised Hollywood campaign
->240 Crore Overall Box Office
->Meta India: 'The Blueprint of Movie Marketing"