Salman Khan’s Prem Ratan Dhan Payo was promoted by adopting the digital first strategy. Actually they wantd to addresses the young audience. All creative were launched on the web first, and later on TV. They used social media extensively to communicate with the audience about the film. All this was facilitated by the popularity of Salman which cuts across all age groups and social strata. People associated with the film  —  Salman, Sonam and Sooraj Barjatya spoke extensively to the digital media. The lead pair is active on the social media. They shared the content of the film.

Audience gives the feedback on the social media. It is possible to course correct on digital based on that audience is telling you.

Rajashri works with YouTube, and close to 100 digital video platforms. They have close to 20,000 hours of content in their digital library.

India is a mobile first market. The youth is a digital first audience. They are in talk with a number of brands who ant to sponsor their digital content. Of course, they can integrate their products and brands to the content. Brands warm up to digital very fast. This is just a beginning.

Advertising is a major source of revenue for the digital media. Paid subscriptions will evolve very soon as payment gateways and cellular infrastructure evolve too.