Wrong Side Raju is releasing this week, and everybody is talking about it. Not only on social media, but wherever you go, people are talking about this film. Do you wonder how Wrong Side Raju managed to gain such momentum even before the release? I am writing down 8 marketing lessons we can learn from Wrong Side Raju from what I have observed so far. Have a look.
1. Quality over quantity
Wrong Side Raju is releasing on 9th September, and the marketing of the film started on 14th August. Just 25 days of pre-release marketing! Do you know any big banner film with less than a month of pre-release marketing? Lesson number one is, how you market your product matters, not how long you do it.
2. Generating curiosity in the audience
First announcement of the film was made on 10th February 2016. And the title of the film was announced on social media on 14th August 2016. Between February to August, entire film was made. And the audience didn’t know name of the film until August 2016.
We knew it was going to be a social thriller. But we didn’t know Arijit Singh and Vishal Dadlani are going to debut in Gujarati cinema with Wrong Side Raju until the music was launched.
The film revolves around a hit and run case. The case may be completely fictitious, but the audience started talking. Is it based on the Vismay Shah hit and run case or Salman Khan hit and run case?
There are many such things audience doesn’t know yet! Wait for the film to release and you will be bombarded with plenty of such content.
3. Mauke pe chauka
The film is releasing in September. And it is the festive season. What can connect Gujaratis better than Garba? Especially when Navratri is round the corner? Don’t be surprised if you see Khelaiyas playing Garba on the tune of ‘Gori Radha Ne Kaalo Kaan’ everywhere this Navratri. The garba song from Wrong Side Raju is certainly mauke pe chauka.
Diniya, Pote j potano photo pade ene shu kehvay?
Ane Gujarati ma?
Well, the scene we saw at the end of the trailer was another master stroke. The scene will soon make Dubsmash debut and everyone will be sharing it on Facebook and Instagram. Potyu again made people talk about the film.
5. Impressive use of social media
The day trailer was launched, my Facebook was flooded with the posts sharing Wrong Side Raju trailer. And same thing might have happened to you too! Trailer crossed half million views in 48 hours of the release and Arijit Singh’s debut Gujarati song ‘Satrangi Re’ crossed 1 million views in just 24 hours of release. Apart from the trailer and Satrangi Re, social media team of the film has successfully managed to keep the audience talking about the film. And they are present everywhere from Facebook to Twitter to Instagram!
6. Covering all media
Marketing just doesn’t stop at digital media. Apart from impressive marketing campaign on social media and YouTube, the team of the film is going to multiple cities of Gujarat and promoting the film. We haven’t seen this kind of marketing before in Gujarati cinema. The team has already visited Ahmedabad, Surat, Vadodara, Rajkot, Bhavnagar.
7. Influencer marketing
The film is co-produced by Anurag Kashyap, Vikas Bahl, Vikramaditya Motwane and Madhu Mantena. Music of the film is given by Sachin Jigar. And songs have been sung by Arijit Singh, Vishal Dadlani and Divya Kumar! Apart from the people who are associated with the film, people from the Hindi film-fraternity are also talking about the film including critic Komal Nahata and playback singer Alka Yagnik. When influencers talk about your product, it is meant to reach to the new heights.
8. Strategic marketing plan
Logo of the film was released on 14th August 2016. Trailer was released on 17th August 2016. Arijit Singh’s debut song Satrangi Re was released on 22nd August 2016. The garba song, Gori Radha Ne Kaalo Kaan was released on 30 August 2016. Vishal Dadlani’s song Zindabaad Re was released on 5th September 2016. The gap between all releases gave audience time to consume all releases, talk about them and left waiting for more. A brilliant marketing plan!
Isn’t this amazing how Gujarati films are now creating such a huge momentum and planning grand releases? It is indeed a proud moment for all of us. Don’t forget to catch Raju in theatres near you from coming Friday.