Shah Rukh Khan is said to have planned a 20-day marketing strategy for Dilwale and each phase was meticulously planned by the superstar himself.
Some key points:
1. The plan behind the 20-day marketing strategy was to create a different kind of intrigue among the audience, a source from Red Chillies Entertainment has confirmed.
2. The first look of the film only revealed the basic constituents of the Rohit Shetty directorial. The story was kept a secret.
3. The best song from the album ‘Gerua’ was launched first. It was beautifully picturised in some of the most scenic parts of Iceland. The song also cashed in on the SRK-Kajol pair and over time has won over the audience, especially the older generation. It also highlights the importance of releasing the right song at the right time. If a song like Gerua was launched late, the impact wouldn’t have been as big as it is now. Gerua has already topped music charts and recorded nearly 19 million views on Youtube – about a million more than the Dilwale trailer which has 18 million views.
4. Then came ‘Manma Emotion Jaage’, a song targeted at the youth featuring Varun Dhawan and Kriti Sanon.
5. ‘Janam Janam’ was released next, highlighting the intensity of the relationship between SRK and Kajol. The song has received a good response, garnering nearly 7 million views in 6 days.
6. Meanwhile, Team Red Chillies kept the audience entertained with the making of the film. First it was ‘Gerua’, which revealed that the song was actually shot in real locations, rubbishing rumours of VFX.
7. Then came yet another masterstroke. A heart warming making video of the action, what with Rohit Shetty getting emotional as he spoke about the effort that his team puts into the action in ‘Dilwale’. Also Read: The heart and hard work behind Rohit Shetty’s terrific action
8. With just about a week to go for the release of the film, Shah Rukh Khan is set to reveal the last part of his promotional strategy tomorrow.
‘Dilwale’ starring Shah Rukh Khan, Kajol, Varun Dhawan and Kriti Sanon, releases in theatres on December 18.