Building Alpha's Pinterest universe before the world knew what was coming

Services

Social Media Management

Client

Yash Raj Films

Sector

Media & Entertainment

Question

How do you build a Pinterest world for one of India's most anticipated films - from mood boards to board references?

Answer

By building the Pinterest ecosystem from scratch, board strategy, mood boards, asset curation and a live community board by working closely with the YRF and Global Pinterest team.

Born out of a long-standing association with Yash Raj Films, Alpha was the fourth film in the iconic YRF Spy Universe. Starring Alia Bhatt and Sharvari, this assassin thriller brought a bold, high-fashion energy to the franchise and Ting was brought in to build its Pinterest presence from the ground up.

Before a single pin went live, we built the foundation. We created detailed mood boards showing exactly what each board should look and feel like - the kind of images, the aesthetic direction, the tone and presented board name suggestions to the client. Once approved, the YRF team would send us shoot images and promotional assets of Alia and Sharvari, and we'd get to work.

The Pinterest page was built around three distinct boards. Alpha-core housed all the shoot images, getting-ready moments, and BTS content of the two leads - the intimate, editorial side of the film's world. Alpha Official Assets was where all official teasers, posters, and announcements lived. And then there was Alpha Gang - a community board built around the film's fan meet and greet activations. Whoever attended those events and tagged the page on Pinterest, we'd scout, curate, and organise their content into one dedicated space.
Three boards. One cohesive world. Built from scratch.

The look before the launch

Three boards. One film universe. Every pin placed with intention - from official assets to fan-generated moments from the Alpha meet and greets.

Alphacore - where the aesthetic lived

Alphacore was the heart of the page - a board dedicated to shoot images of Alia and Sharvari, their getting-ready moments, and behind-the-scenes content. Every pin was selected and placed to reflect Alpha's world: dark, editorial, high-fashion, and unapologetically bold. This wasn't a general film board, it was a curated visual identity for the two leads, built to feel like a mood board the audience could live inside.

From official assets to fan moments

Alpha Official Assets kept all teasers, posters, and announcements in one clean, organised space. Alpha Gang took a different approach entirely built around real fan moments from the film's meet and greet activations. Anyone who attended and tagged the page on Pinterest was scouted by us, their content curated and organised into this one community board. It turned the page from a one-way broadcast into a space where the audience felt like they were part of Alpha's world.

Shoot assets, placed with purpose

YRF sent us promotional and shoot images of Alia and Sharvari, and we handled everything from there selecting the right pins for the right boards, writing descriptions, and making sure every asset landed in a way that added to the page's world rather than just filling it up.

Pinning a film world into motion

From mood board presentations to live page management, our work on Alpha's Pinterest was hands-on at every stage - directly coordinating with the YRF team, scouting fan content, curating assets, and keeping three distinct boards cohesive, current, and true to the film's aesthetic throughout the campaign.

What made this Pinterest project work

Direct client collaboration

We worked hands-on with the Alpha team throughout coordinating directly with YRF for asset delivery, board approvals, and campaign direction rather than working off a content brief alone.

Mood boards before anything else

Before a single pin went live, we built and presented detailed mood boards showing the client exactly what each board should look and feel like, setting the aesthetic direction for the entire page upfront.

Three boards, three purposes

Alphacore for shoot and BTS content, Alpha Official Assets for teasers and posters, Alpha Gang for fan moments - each board had a clear role so the page never felt like a dumping ground for assets.

Fan content scouting and curation

For Alpha Gang, we actively scouted Pinterest for fans who attended meet and greets and tagged the page - curating and organising their content into a dedicated community board that made fans feel seen.

Asset-to-pin curation

Every shoot image and promotional asset sent by YRF was handpicked, placed in the right board, and written up with intent; nothing went live without being considered in the context of the full page.