TheSmallBigIdea designs the collaboration of the year with Ajay Devgn and Yashraj Mukhate

MUMBAI: Raise the excitement level a notch higher for Ajay Devgn Fflims’ latest film Runway34 with Ajay Devgn, Amitabh Bachchan, Boman Irani, Rakul Preet Singh, TheSmallBigIdea, Ajay Devgn Fflims’ strategic, creative and digital partner designed the collaboration with Ajay Devgn and Yashraj Mukhate to create an exciting track “Jalaya Toh Nahin Na” based on his character in Runway34. The song was written and composed by Yashraj Mukhate.

As part of its marketing strategy for track 34, TheSmallBigIdea took advantage of Ajay Devgn’s tagline in the movie – “Jalaya Toh Nahin Na” and came up with the collaboration with Yashraj Mukhate to show Ajay’s fun and laid back side Devgn to his fans.

Speaking about the idea, Harikrishnan Pillai, CEO and Co-Founder of TheSmallBigIdea said, “Anyone who has worked with Ajay Devgn will know there is a super fun side to him. We wanted that aspect of him to stand out to the audience. Yashraj has created a fabulous track that encompasses Ajay Devgn’s character in Runway34 and him as a person. It celebrates the maverick, who has charted his own course. Moreover, the line “Jalaya Toh Nahin Na” is very successful on social networks. We wanted to incorporate that into the song. We are very grateful to Ajay Devgn for agreeing to do this. We are very excited with the result.

Meena Iyer, CEO of Ajay Devgn Ffilms, said, “I think the highlight of the digital portion of Runway34 is that it has a lot of firsts. Hari and his team at TheSmallBigIdea pushed the boundaries; Rapping, gaming, NFT drops are all the result. What’s interesting is that we’re not just discussing creative ideas, we’re discussing the measurable results of those ideas.

Music Composer and Singer, Yashraj Mukhate said, “When TheSmallBigIdea approached me with the idea, I said yes in the blink of an eye…First of all because I like Ajay’s work Devgn and on a lighter note, because it wasn’t a mash-up idea. Working with Ajay Devgn went well, he brought a lot of energy. I love the result and what we managed to create.

The agency was also responsible for the idea, creation and execution of all Web 3.0 experiences for the film through a hybrid approach and created a metaverse-based gaming experience based on the script of the film.

TheSmallBigIdea provides services such as social media management, video content production, digital media planning and buying, social listening and ORM services, augmented and virtual reality, among other ancillary marketing services.

Comments are closed.