The 'Holi Kab Hai, Kab Hai Holi' campaign, now in its third edition, will roll out across social media platforms, reinforcing its mix of entertainment and social responsibility, Approach Bollywood says.

The campaign features Bollywood characters like Gabbar, Sambha, Veeru and Basanti from the film Sholay, reimagined in lighthearted yet impactful scenarios. In one of the ads, Gabbar's dialogue, 'Holi Kab Hai, Kab Hai Holi', sparks a humorous exchange with Sambha, setting the tone for the campaign's blend of nostalgia and fun, Approach Bollywood adds.

In one advertisement, Gabbar persistently quizzes Sambha about the date of Holi, sparking a series of humorous exchanges. Gabbar quips, "I'm sitting here with nothing to do, thinking of opening a water gun shop for Holi." This campaign taps into Bollywood's cultural charm while weaving in a meaningful social message, the organisation adds.

Approach Bollywood says that in another ad, Gabbar asks Sambha, "Holi kab hai, kab hai Holi?" to which Sambha snaps back, "Sardar, you keep asking the same thing — are we raiding the village again?" Gabbar, however, surprises him with, "No raids this time. I just want to throw a Holi party."

Under the 'Holi Kab Hai, Kab Hai Holi' campaign, Approach Bollywood says it embeds a vital social message. In a digital ad slated for release three days before Holi, Veeru warns Basanti, "Don’t dance in front of these dogs — they get rowdy after drinking." Through this lighthearted yet pointed scenario, Approach Bollywood incorporates the "Don't Drink and Drive" message, blending entertainment with a call for social responsibility.

The campaign also collaborates with influencers to amplify its reach, embedding the 'Don't Drink and Drive' theme through dialogues and scenes. Backed by the spiritual organisation Go Spiritual, this initiative strikes a balance between fun and purpose, Approach Bollywood adds.

Speaking on the campaign, Sonu Tyagi, Founder of Approach Entertainment Group, says, "Holi is not just a festival; it's a celebration of togetherness and joy. With this campaign, our goal is to engage audiences with light-hearted entertainment while spreading awareness about responsible behaviour during the festivities."

In addition to the campaign's digital rollout, Approach Bollywood concludes that it has collaborated with social media influencers and content creators. The campaign also involves interactive contests, meme challenges and engaging short video formats to connect with Millennials and Gen Z audiences.

For more information, visit www.approachentertainment.com. You can also follow Approach Entertainment on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor