Marketing Awards Case Studies Brand Strategy

A closer look at ‘Venomization’ from Sony Pictures Entertainment India


By Awards Analyst | writer

December 7, 2022 | 3 min read

Sony Pictures Entertainment India won at The Drum Awards for Digital Industries 2022 in the Music, Entertainment, Gaming and E-Sports category for ‘Venomization.’ Here, we outline the idea behind the campaign and its results.

title card that says "venom - let there be carnage"

Sony: 'Venomization' / Credit: Sony

‘Venomization,’ a campaign promoting the sequel feature film, ‘Venom: Let There be Carnage,’ quite literally transformed 12 different influencers into the Marvel Comics character through Instagram reels. The result? Millions of views across social media and booming movie sales.

The brief

With ‘Venom: Let There be Carnage,’ Sony Pictures Entertainment India would release a much-awaited sequel in the Venom series. The organization knew they had to generate hype among a fanbase of gamers, comedy lovers, film reviewers and pop-culture enthusiasts. Most of them were active Instagram users.

The idea

The team wanted to bring the Venom experience to consumers’ social media channels. They selected 12 relevant influencers, including Ashish Chanchlani, Amit Sharma and Lokesh Gamer to transform into the Marvel character via a process known as ‘Venomization’ on Instagram.

The results

The activity garnered over 100m video views on Instagram. The activity with influencers reached over 15m people, with 3m likes, 180,000+ comments, and 460k+ shares.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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