MUMBAI: Digi Osmosis has crafted a unique campaign for R Balki’s latest production Ki &Ka from the T-Series Films stable by creating a special app for the Ki & Ka facebook page. Once the viewer has watched the trailer on Facebook, a question pops up asking the viewer ‘Who are you in your life, Ki or Ka?’. It further asks  viewers if they are the independent, career-oriented, outspoken Ki or the homely, loving and caring Ka. 

After the viewer answers and clicks the share button, the trailer is shared on the user’s timeline on Facebook with another caption – ‘I’m Ka in real life but you know, ??????ling (Feminine) and ???ling (Masculine) means the same thing!’

Commenting on the campaign Digi Osmosis founder Manish Kumar said, “For this trailer, the strategy was simple; there are thousands of people who identify with Ki&Ka on a very personal level. They will find it to be a very interesting activity and in turn share it with their friends. Their friends in turn, find it a quirky and engage with the trailer, repeating the process. This encourages share-ability, a factor crucial for social media and creates a simple viral chain garnering the reactions required. ”

Ki & Ka director and producer R Balki mentioned that “It has been a terrific learning experience for me working with the Digi Osmosis team. I gave them the trailer of Ki & Ka and they just had a few hours to convert it into an active engagement piece rather than a passive experience. They developed an app embedded in the trailer to make the viewer see herself/ himself as the characters in the story and respond. Simple. Innovative. And really on the ball.”