Aamir Khan is at it again, the buzz that he is able to create before a movie release is always the best. When I saw the teaser campaign for the first time, I thought those campaigns are just a hoax, and that the movie is on a different topic altogether. I thought people will get a big surprise when they go and watch the movie on the first day and then it will generate another round of buzz which will spread by word-of-mouth. The idea is to completely catch people off-guard and push the un-decided ones to buy the tickets. Clearly, it is unheard of, in bollywood. I do not have sufficient knowledge about Hollywood, so am unable to comment.
Now, I feel that Peepli Live teaser campaigns were not a deception but were actually a snapshot of what the movie is all about. Okay, let us just leave it to the fact that consumers in india may not be ready for such teaser campaigns. You may have already heard of the ambush marketing by HUL for its Dove brand that completely over scored on the buzz built by P&G. So, may be Aamir Khan has learnt a lesson and he did not wanted to create an opportunity for someone else to score.
But there are still many things that differentiate peepli live from other bollywood releases, the theme of the movie, the relevance of it to rural india, the use of unpopular small-time actors, the use of village music group for one of the songs. Clearly it is a big name, backing a small budget film which can become profitable in the very first day of its release. Releasing just one movie per year is another trick that pulls the crowd to the theatre, exclusivity demands a premium, isin’t. At least the property rates of peeli village are going up due to this movie, some benefit for the villagers, hope you read the news regularly. :)
However, I am still waiting to see who will be the first production house that will experiment with a hoax teaser campaign to generate buzz for a movie release, the question is are we ready yet? The answer is difficult to put unless someone tries the same.
Now, I feel that Peepli Live teaser campaigns were not a deception but were actually a snapshot of what the movie is all about. Okay, let us just leave it to the fact that consumers in india may not be ready for such teaser campaigns. You may have already heard of the ambush marketing by HUL for its Dove brand that completely over scored on the buzz built by P&G. So, may be Aamir Khan has learnt a lesson and he did not wanted to create an opportunity for someone else to score.
But there are still many things that differentiate peepli live from other bollywood releases, the theme of the movie, the relevance of it to rural india, the use of unpopular small-time actors, the use of village music group for one of the songs. Clearly it is a big name, backing a small budget film which can become profitable in the very first day of its release. Releasing just one movie per year is another trick that pulls the crowd to the theatre, exclusivity demands a premium, isin’t. At least the property rates of peeli village are going up due to this movie, some benefit for the villagers, hope you read the news regularly. :)
However, I am still waiting to see who will be the first production house that will experiment with a hoax teaser campaign to generate buzz for a movie release, the question is are we ready yet? The answer is difficult to put unless someone tries the same.
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