We decided to use her voice from the Trailer where SALT calls out desperately for help from somebody.

We chose to target the Male Target via the Key male affinity websites in the country.

SALT web banners teased the men across websites and messenger, ask for your mobile no. and once you put it in, the movie trailer begins. Just when the trailer shows Angelina Jolie dialling for help, your phone rings and there is poor Angelina Jolie begging desperately for help from you in sync with the video in front. Coming soon. SALT.

The campaign was viewed 2.5 million times, reaching 77% of the Male Target Audience. Thousands got Angelina's desperate call for help. Close to 800,000 ran to cinemas to rescue her with friends, driving opening collection 36% higher than her previous release, WANTED, and beating expectations. SALT even topped the opening weekend collection of INCEPTION.

It ranked amongst the top 3 of the releases from BUENAVISTA/ SONY PICTURES in 2010.