With a very unique promo called “Stand Up For Gold,” Gold started its buildup. The teaser was played in theatres urging users to stand up for the national anthem while the British Anthem played instead of the Indian National Anthem. Some hard-hitting anecdotes were screened across theatres in India on the very well strategised day of Eid which coincided with the release of the Salman Khan starrer Race 3 that got maximum audience traction. #StandUpForGold was planned by Excel Entertainment, storyboarded by Xtrathin, executed by Trigger Happy.
The impact of the same was seen when the audience took to social media to share their opinion. The teaser launched digitally also garnered similar response. The reaction video was shot by White Turtle Studios.
After the teaser launch, Akshay Kumar took to Twitter to announce the trailer launch date and time to his fans. Gold trailer was then launched early on a Monday morning (25th June) via Facebook by using a new feature called Live premiere for the first time ever, where fans were able to set a reminder a day prior to the launch to see the trailer. The trailer was premiered as a live video on Excel Entertainment, Akshay Kumar and other partner Facebook pages.
Facebook Messenger was also used wherein a day prior fans could subscribe to get the trailer on Facebook messenger directly from Akshay Kumar. This saw a record of plus six lakhs new subscriptions for any Bollywood movie trailer and on the launch day the trailer link was sent out to more than eight lakh users from Akshay Kumar’s Facebook messenger.
‘Gold’ was also the first Bollywood trailer launch which featured on Instagram’s new platform called IGTV via Akshay Kumar’s profile while on YouTube, the trailer trended at No.1 position in India and later trended in more than 6 countries including Canada, UAE and more.
Twitterati’s got #GoldTrailer trending at the top spot in India in no time. The hashtag went on to trend worldwide with many Bollywood celebrities, trade and influencers appreciating the trailer on Twitter.
The movie is set to release on the 71st Indian Independence Day along with ‘Satyameva Jayate’.