Pyaar Ka Punchnama 2’s crazy marketing campaign
Upcoming rom-com Pyaar Ka Punchnama 2 promises a fierce battle of the sexes, being both funnier and meaner in the second edition of this iconic youth franchise. Love is injurious, in more ways than one and lamenting the clichéd expectations of being in love, the film’s marketing campaign drew the attention of the youngsters across India.
Kick starting the teaser with #DilKaJail standees across multiplexes pan India, Viacom18 Motion Pictures set the tone for a quirky yet relatable marketing campaign. Cinema patrons went behind the bars, jailed by the heart to click funky selfies and group pictures that was facilitated across metros and mini metros.
Celebrating the spirit of “Bro-mance”, the song Sharaabi was launched in the form of a pub crawl in Mumbai where the boys partied in quarter bars with shots and their beer bottles. Driving the quirk in the campaign, human banners with the tagline “Love is Injurious to Health” were created and volunteers went and photo-bombed couples at various lover’s points across 10 cities.
Summing up the thoughts of millions of men across the world, the Pyaar Ka Punchnama monologue has gone viral across platforms. Therefore, extending the idea of the monologue to the aam janta, an on ground contest activation was conceptualized wherein the most ‘Pyaar mein Pareshaan boy’ gets a chance to win a trip all the way to Bangkok after a successful recitation of a heated monologue. Using radio and the venting wall on the digital platform as mediums, this campaign engaged people across the nation.
Elaborating on the same, Rudrarup Datta – VP, Marketing at Viacom18 Motion Pictures said, “Pyaar Ka Punchnama 2 is a cult film that defies the norms of quintessential Bollywood love stories. The film needed a quirky, standout campaign that would connect to the youth and their ideologies of love and relationships and we are delighted with the response we have received thus far.”
Building the campaign to further the buzz in the release week – “The Mohabbat Mukti Morcha” was organized wherehordes of people assembled at Juhu and took to the road. From witty one liner hand posters that said “Jaanu mujhe jaane do” to the burning of a 3ft Teddy bear – all the cliché romantic symbols that lead to false expectations in a relationship were protested against. Leading this movement were the lead actors of the PKP2 team – Kartik Aaryan, Omkar Kapoor and Sunny Singh, opposing the so called rules that apply to men when in a relationship and the mushy expectations that women have of their men.
The PKP2 boys have now dared the men to watch the film with their girlfriends where they stand to win prizes galore if they still come out as a couple. So for all those who didn’t get it the last time round in Pyaar Ka Punchnama, love will be put to test again in Pyaar Ka Panchnama 2.
VIACOM18 MOTION PICTURES Presents, A Panorama Studios Production “PyaarKa Punchnama 2”, Produced by Abhishek Pathak & Directed by Luv Ranjan – releasing on 16th Oct, 2015!!