Jha goes digital

By HT

Mumbai, June 10 -- In recent times, social media has played a crucial role in giving voice to successful mass protests around the world. The one in Tahrir Square in Cairo, and another in Syria brought down governments.

Now, to the spread the word about his film, Satyagraha - based on the power of public protest in wake of recent political events in India - filmmaker Praksha Jha is set to focus on the digital medium. Jha says, "In the recent past, any form of public outrage has been mainly through the social media space. You cannot ignore the power of the digital medium today."

As an acid test, before launching his first teaser on YouTube, Jha had a threeday online promotion campaign, which turned out to be reasonably successful. "Our film Satyagraha has public protest as a backdrop, so we are looking at innovative ways to reach out to the audiences," he says.

Jha adds that there is a comprehensive digital plan in place for promotions, and that some of the film's actors will also help direct traffic to the trailers. "We are a young nation and the digital platform is soon going to become as powerful as print or television, so we want to explore the medium judiciously," says Jha.

As of now, the song launches and other strategies are being designed for Facebook and Twitter. Satyagraha - starring Amitabh Bachchan, Ajay Devgn, Kareena Kapoor, Arjun Rampal, Manoj Bajpayee and Amrita Rao - examines the rise of the middle class to form a spontaneous movement against a corrupt and unjust system. The film is set to hit theatres on August 15.

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