Last week, the interesting trailer for Article 15 was out. Ayushmann Khurrana, who has delivered back-to-back releases like Shubh Mangal Saavdhan, Andhadhun, and Badhaai Ho is back with a new film. Directed by Anubhav Sinha (Mulk), Article 15 talks about caste discrimination through a crime investigation. The teaser, which was released initially, got everyone talking about the film. The film’s trailer starts off like any other movie trailer but soon goes all-black with a buffering sign, which makes the viewer assume that their internet is down. But, in reality, it is the film marketing team’s ploy to put across the actual message of the film – the effects of caste prejudice.

Check out their unique trailer right here:

Here are some other Bollywood movies whose marketing strategies have been noteworthy.

Kahaani

In 2012, the makers of Vidya Balan’s film opted for a unique promotional strategy. The lead actress was dressed up in her character for the entire duration of the movie promotion. She had the prosthetic belly when she went for press-meets and other interviews. Their other strategy was to have her in the same get-up hand out pamphlets of her on-screen husband’s ‘Missing’ poster at various railway stations across Mumbai.

The film did wonders at the box office and this strategy can also be attributed to its success.

Ghajini

Probably one of Aamir Khan’s best thrillers, Ghajini’s promotional tactics were unique. Employees of one of the biggest cinema chains sported the Ghajini hairstyle as part of the movie’s promotional marketing strategy.

Monsoon Shootout

This Nawazuddin Siddiqui film’s trailer was unlike any other trailer. The makers released an interactive video that let you choose how you’d want the trailer to pan out. A crime thriller, this trailer showed a rookie cop chasing a criminal and when they come face-to-face, the viewer is given two different options – To Shoot or Not To Shoot. Both the options lead to a different outcome in the video.

Pad Man

This Akshay Kumar and Sonam Kapoor starrer brought the topic of menstruation and the importance of talking about it on the big screen. With a social media initiative called #PadManChallenge, many celebs took to their social media pages and shared pictures of themselves posing with a sanitary pad. A truly inspirational move, the marketing for this film was ace.

Lipstick Under My Burkha

This Konkona Sen Sharma movie that had big trouble releasing in theatres across the country had one of the most creative campaigns. Many celebs took to social media and posted pictures of themselves holding a lipstick up like flipping a middle finger. This campaign made its point clear to the CBFC and the film released nationwide to raving reviews. Lipstick Under My Burkha was very well appreciated for talking about how society curtails women’s dreams and desires.

These innovative campaigns worked for most films and were noticed by many. Article 15’s campaign has taken the expectation level up a notch. Will the film live up to it? Find out in theatres near you soon.

Book your tickets right now!