From Feelings to Feeds: A Symphony of Emotion with Inside Out 2 and Filmycurry
A campaign that made emotions trend harder than memes
When Inside Out 2 landed in theatres, Pixar gave us more than just a new set of emotions. They handed over the internet’s next emotional breakdown. And at Filmycurry, we did what we do best—we leaned in, stocked up on tissues, and built a campaign that made people say, “Why am I crying over a cartoon… again?”
This wasn’t a campaign full of loud posters or flashy trailers. This was memes, reels, creators, and conversations. Basically, feelings… with Wi-Fi.
Reels & Memes – Feelings First, Filters Later
Before the movie even released, we started warming up the internet for what was coming: emotional chaos. But instead of saying “Watch Inside Out 2!” we said, “Here’s what your Anxiety might look like in the group chat.”
- Our reels didn’t sell—they spiraled. Literally.
- One showed Riley in school, with Anxiety panicking in the background. Millions watched, thousands tagged their friends. Some tagged their therapists.
- Our memes felt too real. Like “I haven’t seen the movie, but this meme is already hurting me” real.
And honestly? That’s what worked. People weren’t just engaging—they were relating hard.
Also, when we found out that Riley’s voice was dubbed by Ananya Panday in the Hindi version, we called in the fandom cavalry—her fan pages went full promo mode, reposting trailers, edits, and every teary-eyed clip with caption energy like “Riley is all of us.” Many female creators joined in, reposting the trailer and sharing their personal takes, turning this into a soft launch for collective healing.
Premiere Nights – More Emotions Than Popcorn
We hosted screening in Mumbai—but it wasn’t just “watch the movie and smile for the camera” type of event.
These were full-on group therapy sessions in Dolby surround.
- 125+ creators attended.
- People cried, laughed, took selfies with Joy and Sadness, then cried again.
- Instagram stories looked like emotional diaries, not promotional reels.
To take it further? Filmycurry made movie tickets free for girls across India for the first few days of the release. Yep—completely free. No complicated codes or sneaky conditions. Just pure emotional access. It was our way of saying, “If this film is going to crack open hearts, then let’s make sure the people who feel the most get to see it first.”
It turned cinemas into safe spaces. Cities like Jaipur, Lucknow, Pune saw packed halls filled with young women watching Riley navigate growing up—and quietly reflecting on their own versions of it.
And speaking of showing up—Gen Z’s finest from Delhi came through at the premiere. Content creators, fashion disruptors, digital storytellers—all pulled up ready to laugh, cry, and post their raw reactions. The red carpet? Unbothered. The Instagram stories? Unfiltered.
The vibe wasn’t influencer-y. It was “I felt this deeply, and I want you to feel it too.”
The Chaos We Actually Pulled Off
Behind the scenes, we were memeing, editing, WhatsApping creators, and praying Instagram’s algorithm was in a good mood. Somehow, it all clicked.
- We collaborated with 100+ nano and micro creators who got the brief: “Don’t act. Just feel.”
- Meme pages jumped in. Pop culture handles went deep.
- We even gave a big shoutout to Google’s Inside Out-themed Doodle because—why not add nostalgia to the mix?
This wasn’t a campaign. It was a timeline takeover powered by collective emotional damage.
What Happened Next? Feelings Went Viral
Our comment sections turned into safe spaces. People were opening up. Creators were posting about their childhoods. Some even said, “This movie healed something I didn’t know was broken.”
- DMs were full of “thank you for this.”
- The content kept spreading because it wasn’t content—it was real.
- Suddenly, Inside Out 2 wasn’t just a movie. It was a mood. A comfort. A personality trait.
Final Thought – We Didn’t Just Market. We Felt.
Look—we’re not going to pretend this was a calculated viral moment. It wasn’t.
It was creators being real. Audiences being vulnerable. And us sitting back going: “Yep. That one hit.”
Marketing that works today doesn’t yell.
It whispers something personal. It hugs you with a meme. It makes you laugh and cry in the same scroll.
And honestly? That’s our favorite kind.
Catch more storytelling (and occasional emotional damage) over at filmycurry.com