“Pyaar Bina Chain Kaha Re…”, staying true to the words, Shubh Mangal Zyada Saavdhan presents a modern take on the love of a gay couple. While the road to achieving a happy ending might be rough for Kartik and Aman, we take a look at its movie marketing strategy.
Written and Directed by Hitesh Kewalya, Shubh Mangal Zyada Saavdhan (SMZS) helmed by Ayushmann Khurrana presents the dilemma and challenges faced by same-sex couples when they want to transform their alliance into marital bliss in face-to-face with a conservative family.
But how do the movie marketers strategize to promote the sensitive yet a pertinent message?
Here’s a look at the social media marketing efforts by the SMZS team.
Shubh Mangal Zyada Saavdhan Marketing Decoded
The SMZS team in collaboration with TheSmallBigIdea agency leveraged the Aanand L Rai style of relating stories through their marketing initiatives. It all commenced with introducing the crazy ‘Tripathi Parivar’ on social media channels. This was followed by trailer release, BTS moments, trending posts and topicals, and short video posts leveraging the talented array of actors in-line with the movie theme.
The marketers kept a consistent buzz alive on social platforms trailed by song releases reliving the nostalgic numbers. One of the most talked-about songs was the yesteryear’s- Pyaar Bina Chain Kaha Re. The marketers garnered engagement through UGC especially on TikTok as one of the prime social media channels.
Apart from the contests and dialogue snippets on social media, a valentine’s day campaign post with Whatsapp as its backdrop stood out for us that adequately represented the dilemma of the lead couple. An app- partnership with Blued, a gay social dating app, also stood out for us.
From creating a dedicated social media page for the movie to Ayushmann Khurrana changing his twitter handle to ‘Ayushmann Zyada Khurrana‘, movie marketers kept the marketing strategy traditional, simple and succinct with the movie message at the core.
Introducing the crazy family
Poster Gallery
Promoting the trailer
Pre-buzz to the trailer included DDLJ styled creatives showcasing the modern love saga between the protagonists of the movie and some
Trailer your way
Reaction to the trailer on TikTok and other channels
Tickling the funny bones through melody
Arey Pyaar Kar Le
Arey Pyaar Kar le – Radio city, TikTok
@radiocityindia #AreyPyaarKarle with #Ayushmann #radiocity #ShubhMangalZyadaSaavdhan #bollywood #foryoupage
♬ AREY PYAAR KAR LE – AYUSHMANN KHURRANA,IKKA,BAPPI LAHIRI
Gabru
Tried the Gabru Hook Step?
The marketers leveraged the song’s hook step to keep the audience engaged with the songs and in-turn attempt to keep the movie in top of the mind of the viewers.
Mere liye tum Kaafi Ho- TikTok response
Going behind the screens…
Also read: Movie Marketing Strategy of Love Aaj Kal 2: Sahi ya Galat
Dialogue Snippets all the way
Dialogue Promos- Whatsapp Style
One of the noteworthy ways by which Aman divulged his lovers’ name to his conservative parents was through Whatsapp in this digital age through these promo posts.
The slapstick conversation with Aman’s parents was consistently posted by the movie marketers.
Trending Formats and Topicals
The marketers constantly leveraged the trending formats on social media and topicality of posts, come what may to keep the film promotions high-octane.