Twitter has launched the first-ever emoji dedicated to a Bollywood film for Yash Raj Films’ Befikre, which stars Ranveer Singh and Vaani Kapoor.
From Thursday, fans in India can join the conversation around the film and simply tweet by using hashtags #UdeDilBefikre, #Befikre, #BefikreOn9th, #BefikreOn9thDec and #BeBefikre to use the specially designed emoji curated by Twitter, read a statement.
The emoji appears next to the hashtag in the tweet and looks like the Eiffel Tower, made up of pink hearts.
Set to release on December 9 in India, Befikre is a story that celebrates being carefree in love, according to the statement. The film’s trailer was launched at the Eiffel Tower in Paris.
Manan Mehta, vice president — marketing and merchandising, Yash Raj Films, said: “Twitter is the ignition point of the entire marketing strategy of Befikre. On Befikre, we have engaged and built an audience of relevant followers in the shortest time span.
“Befikre is the first Bollywood film to deploy the emoji and we are stoked with the audience response.”
Pratiksha Rao, head — media partnerships for Southeast Asia, Twitter, said that this is the first time Twitter has collaborated with a Bollywood movie for a special emoji.
“We are excited to continue partnering with Yash Raj Films on their unique use of Twitter for Befikre and other upcoming projects,” said Rao.