1. www.hindujainteractive.com
Serendipity Films: Teen Patti
Client Name Technology
Hinduja Ventures and Serendipity Films ASP.Net, PHP, XHTML, AJAX, DHTML, FBML,
MySQL, MS SQL
Services Offered
Strategy, Design & Development
The Client
Hinduja Ventures and Serendipity Films - IN Entertainment's production entity led by Ambika Hinduja
focuses on producing entertainment content, specifically Hindi feature films that cater to a worldwide
audience. The production banner has garnered appreciation from critics and audience alike with its
successful début in the year 2006 with the film- 'Being Cyrus'. The film boasts of A-list Bollywood actors,
a strong script and great direction. Focused on producing meaningful and urbane entertainment
content, the critically appreciated film production banner released its second film – 'Teen Patti' on
February 26, 2010.
The Brief
After a sabbatical of nearly four years, Serendipity Films was approaching the release of the then much
anticipated film 'Teen Patti' (Release date: February 26, 2010). Presenting its next Hindi feature film
after the banner's 2006 release 'Being Cyrus', Serendipity Films wanted to explore online media options
to maximise publicity coverage for the film Teen Patti.
The premise of Teen Patti was built around a game of playing cards. The film's story revolved around a
high rolling Indian mathematician who benefited in the game of Teen Patti (Poker) by eliminating risks
through his theory that redefines the principles of probability and randomness. The film tells the tale of
greed and deceit that ensues, making the lives of the lead characters as unpredictable as the game of
Teen Patti.
The stellar star cast of the film boasts of “Greatest Star of the Millennium” (BBC Online)- Amitabh
Bachchan, Academy Award winner Sir Ben Kingsley and Filmfare Award (India) winner R. Madhavan.
With multiple releases in and around the film's release-date, Serendipity Films wanted to generate
tremendous buzz on Teen Patti even before the official launch of trailers and music.
Hinduja Interactive
www.hindujagsl.com
Tower No. 1, 4th Floor, International Infotech Park, www.hindujainteractive.com
Vashi, Navi Mumbai 400 075

2. www.hindujainteractive.com
The Approach
Working within a time frame of two months, Hinduja Interactive designed the online communication
strategy for the publicity of Teen Patti. The film's focal elements were its popular star cast and the
premise of a card game, which was factored to generate viral networking through social networking
sites.
The Solution
Hinduja Interactive created awareness on the web with Social Media Optimisation (SMO)
strategy. SMO is the medium of informing the masses about anything new via the web of social
networking sites. The SMO was focused on popular networking sites within India - Facebook,
Twitter, YouTube and Orkut, which were the main targets of communication strategy.
A 'Fan page' was created on Facebook with customised tabs to navigate into sections like
'Photos', 'Videos', and 'Cast & Crew' etc. With the FBML technology, Teen Patti fan page was
customised to confirm to the film's publicity design. Simultaneously, Twitter and YouTube too
had the Teen Patti skin on its page and channel, respectively.
Innovative applications were conceptualised and developed on Facebook. A sassy application
‘Are you being played’ that confirmed to the film's premise of greed and deceit was developed.
The application had a connect with the film as it was designed keeping the characteristics of
lead artists in mind. Various other interactive contests and games to keep the audience glued on
to the page were executed on Facebook.
The celebrity status of the star cast was leveraged to gain additional publicity. A 'AB Fan Club
Blog' was incorporated that gave generic information and updates about Amitabh Bachchan.
This Blog discreetly promoted Teen Patti across all pages by exploring and executing areas of
brand connect.
Apart from the digital communication, Hinduja Interactive facilitated an official tie-up between
Serendipity Films and Sify.com, Casino Royale, Goa and Kingfisher Airlines to increase brand
visibility among a larger scale of audience. From traditional Press Releases to Teen Patti Luck
games, Hinduja Interactive successfully increased the upcoming film's visibility amongst the
masses.
Hinduja Interactive
www.hindujagsl.com
Tower No. 1, 4th Floor, International Infotech Park, www.hindujainteractive.com
Vashi, Navi Mumbai 400 075

3. www.hindujainteractive.com
Screens
Facebook Applications
Hinduja Interactive
www.hindujagsl.com
Tower No. 1, 4th Floor, International Infotech Park, www.hindujainteractive.com
Vashi, Navi Mumbai 400 075

4. www.hindujainteractive.com
Facebook Fan page
FBML Page
Hinduja Interactive
www.hindujagsl.com
Tower No. 1, 4th Floor, International Infotech Park, www.hindujainteractive.com
Vashi, Navi Mumbai 400 075

5. www.hindujainteractive.com
YouTube Channel
The Result
Facebook Teen Patti fan page fans hit 5000 plus in less than 2 months and YouTube Teen Patti channel
were declared Rank #5 as the most viewed channel on YouTube and Rank #14 as the Most Subscribed
Channel.
Hinduja Interactive gave Serendipity Films a dedicated fan base of 5,000 plus users and a visibility that
averages over 600,000 for Teen Patti.
Hinduja Interactive
www.hindujagsl.com
Tower No. 1, 4th Floor, International Infotech Park, www.hindujainteractive.com
Vashi, Navi Mumbai 400 075