Hatke Bollywood Marketing – Promotion Through Innovation

With the amount of movies in making and releases every week, the competition to excel and enter the "100 crore" club is increasing week on week. Though the masses still love to watch Salman's action and SRK's romance, the contemporary audience is becoming  increasingly sensitive to the content of the film. Hence, creating awareness and promotions of the movies have become a crucial part in the post production activities.

The bigger the star cast of the film is the more innovative and thorough the promotion strategies get. From the crew of Bajirao Mastani taking almost all the entertainment journalists to another city for a song launch to the Dilwale cast distributing the film merchandise, all have gone out of the way to promote their movies, in every way possible. Here is a list of movies this year whose promotions were very different from the conventional interviews and events:

Special screening for Air Hostesses – Neerja

Neerja - BookMyShow
The biographical thriller starring Sonam Kapoor was not only told us the story of Late Head Pursor Neerja Bhanot but informed about the importance of the aeroplane crew who take the responsibility for our safety every time we fly. Keeping this in mind, the film crew made an attempt to make a few of them feel special by keeping a special screening of the film only for the air hostesses.

#comeout – Aligarh
Aligarh - BookMyShow
The very different film had a very different way of promoting the movie. Instead of putting up numerous hoardings, interviews and radios shows talking about the movie continuously, the cast adopted a very eco-friendly and less cluttering yet impactful way to promote the movie. The star cast went out on the roads of Mumbai with boards written #comeout on them. Soon they were crowded with cameras, a few minutes later. (Huh, very easy yet attention-grabbing!)

Pride in Khaki – Jai Gangaajal
Jai Gangaajal - BookMyShow
The director Prakash Jha not only played a cop in the film but also played a crucial role in the promotions by launching a campaign called Pride In Khaki. He met over 500 officers and IAS trainees in approximately 15 cities throughout India appreciating them for their hard work.

Find “…. & Sons” – Kapoor & Sons
Kapoor & Sons - BookMyShow
From illustrations about every possible emotion that a family goes through, the family drama starring Alia Bhatt, Siddharth Malhotra and Fawad Khan was one of the most successful films this year. It has become a contemporary thing to promote movies in different cities and colleges. Apart from all the Dubsmash-es, interviews and photoshoots, the production house asked the followers on twitter to find the phrase "…… & Sons" anywhere and send it to them. Fans went gaga over it and came up with hundreds of tweets and pictures.

Arjun Kapoor selling popcorns – Ki & Ka
Ki & Ka - BookMyShow
While everyone was giving interviews and clicking pictures with fans while the promotions of Ki & Ka, Arjun Kapoor had something else and hatke in mind that made all the female fans go crazy. He was found making and selling popcorns after one of the screenings of the movie to make all the ladies present there feel special.

SRK can do anything for fans – Fan
Fan in literal sense has planned its promotions around them fans. SRK has been reading fan letters (letters not to be confused with mails), been doing things that fans have requested, and being as charming as always. They initiated a 100-day countdown video with trivia about Shah Rukh Khan featuring 100 Fan contest winners (at the end of the video), among many other contests about being the biggest fan of SRK. The team, along with the star, is promoting the film very aggressively.

Visiting a blood donation camp – Laal Rang
Laal Rang - BookMyShow
The Randeep Hooda starrer is based on the story of a blood mafia. Randeep Hooda is planning a visit to blood donation camp in the coming week to encourage those who donate blood for the sake of humanity. Cheers for them!

These promotional activities may not change the screenplay of these movies, but the entertaining things stars do sure make us look forward to an entertaining movie. Agree, you guys?

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