Series? Sounds interesting right? Therefore, we decided to begin a new series where we sit in our comfortable cubicles and observe how Bollywood markets a movie right from the poster launch to the barrage of reviews that hit out social media hours before the movie hits the screens.
We plan to decode the unique marketing and PR journey. Basically, we list and try to figure out the PR, marketing strategies used to grab the attention of the crowd. And guess what our first movie? It is Saheb, Biwi Aur Gangster 3 (SBG3).
Sanjay Dutt was the talk of the town after the huge success of Sanju- his biopic by the ace director, Rajkumar Hirani. Naturally, people took a huge interest in his next project.
Based on treachery, conspiracy, greed and lust, the third instalment of the very popular film series Saheb Biwi Aur Ghulam, has been in the making for quite some time. Here are some of the interesting strategies that the crew used to create the buzz:
The Poster Launch
Cashing in on the success of Sanju, SBG3’s poster was launched just a day after, with Sanjay Dutt solo on the cover. The move clearly showed that the makers were very certain to market the films on the shoulders of Sanjay Dutt, rather than the story or the fact that it is a part of a larger series.
Dutt is the Khalnayak
Naturally, Dutt grabbed the most of attention in the movie. After having watched his life story on screen, Sanjay Dutt plays the villain in SBG3. The motion poster was unveiled and soon later we saw Dutt swaying in the ‘Baba is back’ intro song. Apart from that, Sanjay Dutt took to Twitter to share the news.
The Trailer Launch Event
The massive teaser launch party was eye-catching, for sure. Director Tigmanghu Dhulia created the suspense in the air by briefing the teaser as a tale of greed, lust and power, and the launch was graced by Mahie Gill, Jimmy Shergill, Chitrangda Singh and Sanjay Dutt of course. The three minutes long video is packed with action, drama, romance, gangsters, basically, everything that has become Tigmanshu Dhulia’s signature style in recent years.
Coming to the style quotient, Dutt arrived at the event in his usual rugged style that we have come to love – in a cargo pants and a black t-shirt. The very beautiful Chitrangda brought the much needed grace to the event, in gorgeous yet traditional House of Kotwara suit.
Dutt and Singh are playing lovers with a complicated love story, and speaking their on screen chemistry, Chitrangda explained, ‘Our chemistry in the film is unusual, as there’s a lot of innocence in the love which my character feels for him (Sanjay’s character). There is deep pain as well, but that is how unrequited love really is.’
It's time for media interaction! #SBG3Trailer@duttsanjay @jimmysheirgill #MahieGill @IChitrangda @sakpataudi @saregamaglobal @rahulmittra13 @dirtigmanshu @RajuChadhaWave pic.twitter.com/fC9TiOKXOg
— Saheb Biwi Aur Gangster 3 (@SBG3Film) June 30, 2018
The Worldly Promotions
Not just in India, a trailer launch event took place in Singapore. Dutt flew to Singapore himself with the gang to promote the film overseas.
‘It is the first time that the trailer of a Bollywood film is being unveiled in Singapore. Sanjay enjoys a wide fan base here, so, it made sense to host a special event. The event will also include a segment, in conversation with Sanjay Dutt, where the actor will reflect on his journey in the movies. The audience will also get an opportunity to interact with him,’ says one of the team members.
Apart from Singapore, places in India like officially in Mumbai and Lucknow huge promotions took place with much furore.
Raju Chadha’s Birthday Bash
The star cast of SBG3 celebrated producer Raju Chadha’s birthday in New Delhi. Along with the director and others, the special occasion took place in an exclusive venue. Bringing all the cast and crew members together again helped a lot to hold on the buzz of the upcoming movie.
Old Classic ‘Lag Ja Gale’ Song Recreated
Woh Kaun Thi‘s classic song ‘Lag Ja Gale‘ was re-recorded in SBG3 as a special promotional video. The song represents the real feel of the film and this time it has been shot in a recording studio with Chitrangda Singh, Mahie Gill and Jonita Gandhi.
Director of the song, Bittu Arora said, ‘The song has been shot in today’s time, but I have kept the feel of both the characters in the film. Chitrangda is lively, while Mahie is both black and white, so there is an undercurrent of emotions flowing in the video.’ Keeping the contemporary trend in mind, the three girls have been given a fresh look.
Release Day
Directed by Tigmanshu Dhulia, SBG3 releases worldwide on 27th July 2018, two days before Sanju’s birthday, which is on 29th July. The actor has planned a perfect gift for his fan base that is eagerly waiting for his comeback after Bhoomi.
