Dilwale: Marketing Story Idea

Over the years it has become common knowledge that Shah Rukh Khan is the master of marketing. The way he markets his movie is a clear example of that. His movie campaigns have become a good read for a lot of B-schools as well. Now he has taken movie marketing a step ahead. Instead of having a conventional 8-12 weeks campaign, which by the way he was the one who started the trend for it, he decided to have a flat 20 days campaign.

The entire campaign is being treated like one unit that is beginning exposed piece by piece to fit the final puzzle. This departure from the conventional campaign was done to create a different sort of intrigue and curiosity for the film. This entire one unit has been divided as below:

First look: First look exposed what are the basic constituents of the film. Giving the audience an idea what the film looks like but not completely expose it. It was meant to be just an impression. The feedback the makers got was that it doesn't give away the story of the film. This is what the markers wanted.

Gerua: This was the first exposer of the film. With SRK-Kajol casting in a film, the first thing the audiences want to be exposed to even in a promotional campaign is the ever green romantic Jodi and that is exactly what the markers did with Gerua.

Manma Emotion Jaage: Instead of have the conventional 2 week clear run on a song, the makers decided to expose the second part of this one unit - The Young Guns. The audiences of Varun-Kriti are the youngsters all across the globe. This second piece has a different target audience and it was but fitting to expose it within the time frame it was because even Gerua has a different target audience. While Gerua has been on No 1 positions of all music charts, Manma has been climbing the charts from the time it all launched.

Janam Janam: The third piece of this unit was the intensity of the relationship of SRK-Kajol in the film. This song exposes that.

Sub-units: While the markers decided to expose the film with different pieces to all target audiences, they also kept the audiences involved with the making of the film. It all began with the making of Gerua which helped in understanding how the song was shot and the friendship of SRK-Kajol comes out beautifully in this piece. Then the making of the action sequences came out with Rohit Shetty explaining that flying cars in his movies have a process and that process is hugely emotional, physical and heartwarming.

Note: The gap between the audience and the film is filled by the messengers. And in this case it is the media. Media from all over the country was invited to Hyderabad during the shoot for them to understand the film and be exposed to what the film is going to be about. This is helpful because they already know what the full piece looks like which we in our campaign kept releases the small pieces.

Last but not the least: Moving forward towards the final exposure of the film, which will culminate into the release of the film is the next big piece which will further explain what the film is about.

SRK has always said that a promotional campaign should be about to tell everything about a film so that the audience doesn't feel cheated when they go watch the film in the theatre. They should not say that you promised us something else and we ended up watching something else. While in his initial film, the First trailer used to do the trick, this time he has divided the whole thing in a 20 day action, comedy, drama and romance packed campaign.

It will be interesting to see what the next and the major piece of this puzzle is going to look like on Thursday. A strategy decided 6 months back and executed in 20 days marketing innovations!

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