Movie Marketing: Rajneeti

Had sort of stopped updating any post on movie marketing, as for past few months most of the Bollywood releases have been doing almost the same stuffs for promotion – websites, social media, television presence, reality shows participation, some general on ground events, radio messages etc. Their marketing strategies looked repetitive and formulaic. But with Rajneeti, things seem to be different. Not only the movie is in news because of its political semblances but their promotion campaign which is revolving around the integration between reel theme and real issues is also attracting enough eyeballs amongst interested common man & the media fraternity.

After Aamir touring across India for the promotion of 3 idiots amongst mass, now its stars like Katrina Kaif & Ranbir Kapoor who are on a nationwide on-ground campaign to promote their upcoming movie Rajneeti.  Keeping the political theme in mind, Ranbir Kapoor and Katrina Kaif have been on a run, hosting debates called “Aaj ki Rajneeti” in colleges in Bangalore, Delhi, Chandigarh, Lucknow, Kolkata, Indore and Ahmedabad. The groups discuss political and social topics concerning youth. For instance, at  IIM Bangalore the discussion was on youth taking active part in politics. As a part of this discussion cum promotion drive, the team is raising issues such as whether voting should be compulsory in the country; whether a year’s military training should be mandatory for every citizen; and whether film stars should join politics. The producers have organized many such rallies in various cities and each rally attracted a crowd of about 500-1,000 people. These rallies were turned into a televised property by STAR News. For a month, 30-minute episodes about the rallies were aired on the news channel at 8:30 pm. Apart from these events, as far as outdoor campaigns are concerned, this movie has tried to create a difference by using branding properties which resemble the hoardings used in real life political campaigns. Individual cut-outs of the movie’s characters, along with signages have been used extensively in different cities, to create an impression of a real-life election campaign in progress. Also, a special video which features the cast of the movie rendering the national anthem is being showcased in theatres, prior to the screening of the movie.

Going by the buzz it has created, the marketing campaign definitely seems to be interesting enough and bit different but let’s see how does the movie perform overall on the box office? As far as the opening is concerned, Rajneeti had a tremendous opening weekend, which is second only to 3 Idiots. The movie did net business of Rs 34 crore in its opening weekend as compared to 3 Idiots’ Rs 40.50 crore (source). Public verdict on social media has been mixed – some liked it while others have bashed it. Now let’s see when do I get the time to watch it and evaluate if the movie is really different or just another saga on politics and corruption in India.

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