Makers of Singh is Bliing plan a unique marketing strategy
One of the most anticipated movies of 2015, Singh is Bliing is all set to lure the audience this week with a light hearted comedy film- which has sound music and full Punjabi flavour to it. The film has gone all out to plan an innovative marketing strategy which has never been tried before.
This is the first time that a movie had a unique brand tie-up. Mircomax was roped in and a special rap song was released staring Akshay Kumar and Baadshah. Also, never before in an Akshay Kumar movie, there have been so many brands association and tie-ups. Brands like Vishal print, Rasna, Best Deal TV, Bangur Cement, Renault, Nutrigain and Plasto Tanks were roped in for in-film branding and brand association. We also hear that movie has a total of media tieups of Rs 15 crore.
Trust Akshay Kumar when it comes to going different on strategizing for his film, staying true to his character, the producers came up with a unique concept of launching the title track of the film before the trailer of the film. This is first time that Bollywood has seen a strategy like this, of giving its audiences a feel of the film through a song and before the trailer. And well, we must say that it was one correct decision.
Other than the marketing campaign, Akshay Kumar made appearances as a Sardar for various promotional events, which made the audience relate to Akshay’s character in the film. Also the events were planned in very unique ways like – during the trailer launch the lead actors entered the venue on a tractor. Also media interviews were done in a fun and jovial way with Akshay Kumar and Amy Jackson making lassi for the journalist.
Taking about the marketing strategy, producer Ashvini Yardi says,” In today’s times with so many films releasing every month, every week each film needs to make noise at the right time, and therefore for this film we wanted break the monotony and do something quite different, Singh is Bliing is a fun and family entertainer and are promotions have also been around that theme”
Doing city tours for a movie has been the recent trend these days. But team Singh is Bliing did the same with a twist. A van with Singh is Bliing branding was placed in cities like Mumbai, Indore, Ahmedabad and Surat which took a detour of the city in the prominent areas. The van also had a lifesize bliing turban on it and the van was constantly playing songs of the film.
Also, Singh is Bliing game was launched which was designed keeping the thee of the film in the mind.
Produced by Ashvini Yardi and Co- produced by Akshay Jayantilal Gada, Kushal Kantilal Gada and Reshmaa Kadakia. Dhaval Jayantilal Gada (Pen) & Grazing Goat pictures LLP Presents, starring Akshay Kumar and Amy Jackson in lead roles, Singh is Bliing directed by Prabhudheva is all set to release on October 2, 2015.