There’s no denying that today in Bollywood film promotions are often louder than the films themselves. But amidst all this noise, an unexpected release has managed to pull off the PR game like no other.
Audiences across social media platforms are applauding Mohit Suri’s Saiyaara for delivering a hit, featuring a completely fresh lead pair who did not give a single pre-release interview until its big day.
The film managed to generate organic hype without any TV show appearances, press drama, or long podcast sessions. All the audience got before the release was a crisp trailer, soulful music, and a beautifully shot teaser campaign.
Creating this sense of mystery around the characters and the plot worked wonders. Fans are now praising the PR team at YRF, who kept the fresh lead pair away from the spotlight and allowed their chemistry to unfold directly on the big screen.
The suspense and rawness of Saiyaara has drawn audiences to the theaters, resulting in the film breaking opening day records of superstar films like Sitaare Zameen Par, Raid 2, and Kesari 2.
Social media users and critics alike are comparing this PR success with Aamir Khan’s overdrive with Sitaare Zameen Par. Many believe that Aamir’s excessive media appearances and repetition of the film’s purpose killed all the suspense around it.
In these interviews Aamir left no stone unturned in an effort to create buzz. People already knew what to expect, which resulted in the film underperforming despite its genuine efforts to tell an important story.
These two films are now being quoted as examples of “do and don’t PR strategies.” Moviegoers across the internet are now pleading for the marketing noise (and Aamir Khan) to stay low until the release if they actually hope for their film to succeed.
