We set out to make a Bollywood movie auditioned on Facebook, featuring Ranbir Kapoor, India’s hottest star, 100 Nissan Micras and 20 members of the Indian public. It was written as a classic Bollywood love story condensed into four minutes, where the hero rescues his lover assisted by a swarm of Nissan Micras.Nissan’s growing Facebook community followed the winners’ story as shooting began at Bollywood’s top film studio, Ramoji City. The five key locations were designed to show a universal India that everyone could relate to, including the quintessential gridlock.We also wanted to reward people who hadn’t made it to the final 20, by getting them in the film in other ways. Any opportunity to feature Facebook profile pictures was taken. They were painted onto walls in classic Indian style, featured on magazine racks, film posters and in mock advertising.

We exploited screens too, in TV shops and railway stations, by featuring audition clips of those who hadn’t made it to the final 20. Even the name of the airport was that of an active Facebook Nissan fan.The finished film was released at a glittering premiere and promoted on TV and at cinemas.