Stars descend on streets in novel film promo

Written by Shaheen Mansuri | Sagorika Dasgupta | Mumbai, Jan 9 | Updated: Jan 10 2008, 05:47am hrs
Marketing is the king in the Indian film industry and what if the king decides to take to the streets Filmmakers are pulling all stops to ensure their films are successful using innovative promotions. Makers of the yet-to-be-released film Halla Bol have taken the street theatre route for promoting the film.Simultaneously, the star cast of E Niwass My Name is Anthony Gonsalves publicised their film through a Chipak ke Jeeto contest on Big 92.7 FM. Both films are due for release on January 11 and have adopted novel ways of publicising their respective films.

Halla Bol, produced by Sunrise Pictures Pvt Ltd, has organised street theatres to market the concept of the film which is based on a protagonist who fights corruption. The lead pair of the film has made appearances in the street plays which were held across Delhi, Chandigarh and Lucknow and were quite a crowd puller.

Says Abdul Samee Siddiqui, producer of Halla Bol, We have spent Rs 5 crore on different kinds of publicity like television, radio and print media. We want to promote the film through street plays because the film has a social message and street plays are the best way to reach out to the masses.

Meanwhile, filmmakers of My name is Anthony Gonsalves used a two-faced template to reach out to a larger audience, where the lead pair appeared on the radio station to cheer the contestants and simultaneously promote the film. Vivek Pandey, head of marketing, Sahara One Motion Pictures feels, We have effectively used television, radio and print to propagate the film. Hoardings and banners were used as a reminder medium and we have tied up with MSN, IndiaFM and Rediff for online promotions as well.