To introduce and project Moor the Film as a manifestation of ‘meaningful cinema’ and not a commercial one. Moreover, to build upon the history of destruction of railways in Pakistan and seed patriotic sentiments in the wake of the film’s release.
To position Moor as an artistic expression of cinema and create positive word of mouth through various on ground activities, inviting media, bloggers, and key opinion leaders and seeding relevant content around the film and its release on 14th August.
Since the TG was cinema-goers of all ages, both online and on ground initiatives needed to be taken in order to engage them effectively. For digital, social channels such as Instagram, Twitter, and Blogs were utilized. Several successful hashtags such as #Moor, #MoorMeetsPress, and #MoorTheFilm were generated through the digital campaign.