Right On Target

PINK lifts the crown for the best promoted film in September

The month jump-started with AR Murugadoss’ Akira featuring Sonakshi Sinha. The film’s solo attraction was Sinha in an action avatar. Apart from Akira the films which released on September 2 were Sunshine Music Tours And Travels and Island City.or any film, strong content backed by innovative marketing is the key to drawing a huge audience. So, as we enter the month of October, it’s time to take stock of the films that hit cinemas in September and the production house that went guns blazing to promote their films. Film-related marketing and publicity is always on a high and this year was no exception. September witnessed some heavy-duty promotions from various film studios.

September 9 saw Katrina Kaif and Sidharth Malhotra starrer Baar Baar Dekho. The film’s marketing was largely on the song Kala chashma among other things. Releasing along with the film was Sohail Khan’s Freaky Ali featuring Nawazuddin Siddiqui and Arbaaz Khan. The film was a sports based comedy and had Sohail Khan’s comic stamp all over.

Next, we had Vikram Bhatt’s Raaz Reboot featuring Emraan Hashmi, Kriti Kharbanda and Gaurav Arora. The horror flick brought the Bhatt-Hashmi team back together for the fourth time. Debutant director Aniruddha Roy Chowdhury’s PINK which had Amitabh Bachchan and Taapsee Pannu in the lead also released in September. The film hit the bull’s-eye at the box office along with impressing the critics and the audience alike.

October 23 had four releases Riteish Deshmukh and Nargis Fakhri’s Banjo, Days of Tafree, remake of Gujarati film Chhello Divas, Shreyash Talpade starrer Wah Taj! and Ajay Devgn’s production Parched. The month of September wrapped yesterday with the release of Neeraj Pandey’s M.S. Dhoni: the Untold Story featuring Sushant Singh Rajput, Kiara Advani and Disha Patani.

The month of September saw three top regional directors making their Hindi film Debut, Bengali film director Aniruddha Roy Chowdhury with PINK, Marathi film director Ravi Jadhav with Banjo and Gujarati film Krishnadev Yagnik with Days of Tafree. Amid such a diverse gamut of releases, the one film that outshone the others in terms of marketing and publicity was PINK, resulting in a perfect marriage of content with apt marketing strategy for the film. We arrived at this conclusion by speaking to the people who are the driving force behind marketing and promotions. We also spoke to distributors and exhibitors, who are best-placed to judge whether production houses and marketing gurus did full justice to their productions.

It was a unanimous decision and PINK emerged as a clear winner for the best marketed film of September 2016. The makers of the film went all guns ablaze with the films’ marketing strategy. Here’s the industry’s take on which films deserved laurels for the best-marketed film. Over
to them:

abbas-burmawallahAbbas Burmawalla, Filmmaker

I believe PINK was the best marketed film because they promoted the film in a subtle way. They didn’t over do the marketing and promotions. There were campaigns which they did on social media as per the theme of the film. Also it was the word-of-mouth publicity which worked for the film as audiences are revisiting theatres to watch the film. So definitely the best marketed film goes to PINK. Then another film which released yesterday M.S. Dhoni… was once again everywhere from television to print to banners and ads. Wherever you went you could only see Dhoni.  Not that others were not marketed well but it’s just that the films were not liked by audiences.

Jayantilal Gada, Producerjayantilal-gada-producer

In terms of marketing I believe the marketing team of PINK did a tremendous job. The film had a very sensitive subject. It could have gone wrong if not promoted well. They didn’t give out exactly what the story is about but still smartly did the marketing. Post release, they went on city tours where they interacted with fans, which created more buzz about the film. Obviously the audiences reviews on social media attracted more audiences to the theatre. Without any doubt, the best marketing movie of the month is PINK.

Sometimes wrong marketing backfires on your film which has happened with a few recently released films. So marketing has become very important. Just as audiences don’t accept bad content, similarly they don’t accept wrong marketing.

anand-panditAnand Pandit, Producer

I believe PINK is undoubtedly the best marketed movie of the month. The film was well promoted, smartly designed and was in proper budget. The film reached out to its audience, to their target audience. That’s how smart marketing was planned precisely by the producers and their team. Today making a film is not difficult but to market the film has become more difficult. One has to keep the marketing budget tight and at the same time reach out to its audience. Gone are the days of banner and newspaper ads, today is the time of digital media and social media. Putting up a banner on highway will not call attention of a boy who is checking his Instagram and WhatsApp the entire day. So the marketing should be done keeping the digital and social media in mind and those who do, they succeed. The film definitely had the best script and the legend – Amitabh Bachchan but to make sure it reaches its audience, the effort was carried out really well.

Anees Bazmee, DirectorAnees Bazmee

To me it’s PINK. The film had the right kind of marketing plan. They didn’t go overboard. You didn’t see them in every show but the word-of-mouth publicity worked perfectly. Since they managed the budget of marketing the film, it is a winner at the ticket counter. This is one thing which needs to be looked at by the film industry. The marketing budgets should be in limit.

Another film which was marketed very well was M.S. Dhoni… which released yesterday. It helped that Dhoni went all out to promote the film.

vinod-bachchanVinod Bachchan, Producer

One of the best movies of the month was PINK and the marketing of the film was outstanding too. Whether you turned on the TV or checked your social networking sites, PINK was all over the place. The star cast visited cities to speak about the film before its release, so movie-goers knew what to expect. Yet the film’s content was not wholly known. Post the release too, team PINK went for city tours. Social media has become a key space when it comes to marketing a movie and having a star like Amitabh Bachchan is most of the battle won.

Rashmi Sharma, Producerrashmi

I feel every film’s team did their hard work in getting their marketing right. But I strongly feel that PINK was marketed extremely well. In a short period of time, the team had to market it without revealing much about the story and at the same time hinting the essence of the film. The marketing of PINK was accurate and precise. It was a thoughtful attempt and properly planned by the entire team.

rajesh-makhija-e1445856437872Rajesh Makhija, AVP Sales and Marketing, Carnival Cinemas

Kaala Chasma had created a rage and buzz around Baar Baar Dekho. The other movies were pretty good but the undisputed winner is PINK. Not only the collections but the repeated footfalls prove that people still prefer performances over peppy dance numbers. After the first day response, we increased the number of shows everywhere and it did very well in the second week also. M.S. Dhoni: The Untold Story has opened with over 60 per cent advance booking and we are expecting an enormous weekend collection from it. The rest can be history.

Murli Chhatwani, Managing Director, Muviwale Entertainmentmurli-chhatwani

The month of September looked very interesting due to amazing line-up such as Akira, Baar Baar Dekho, Freaky Ali, Raaz Reboot, PINK, Banjo and M.S. Dhoni… Though the products which came out turned out to be pretty average except a couple, the issue with most of them not taking an opening was that they were not backed by very effective marketing campaigns. The two products which stood out according to me were PINK and M.S. Dhoni… With such a huge brand backing M.S. Dhoni…, Fox Star Studios has done a tremendous job on capitalising and thus creating a huge buzz and appeal for their film M.S. Dhoni… before its release. The film which takes the cake in September is PINK. In spite  of limitations in star cast (except a heavyweight star Amitabh Bachchan), the producers (Rashmi Sharma Films and Rishing Sun Films) and Distributors (NH Studioz) pulled a very good strategy in not only creating hype for the film before the release but also capitalised on the superb word-of-mouth and positive reviews of the film by pushing the envelope.


Rajesh Thadani, Distributor, Mumbai

PINK is the best marketed film; it has done the best business. And at the end best business means when audiences went all out to watch the film. The movie was marketed on all the platforms from print to television and on-ground promotions. The leading star cast of the film were seen everywhere promoting the film.

Brijesh Tandon, Distributor, Delhi-UPbrijesh-tandon-150x150

PINK is a film which was best marketed in the month of September. The promotions started way in advance and you could see Amitabh Bachchan along with his team promoting the film everywhere. He gave special time for promotion of this film. It was there in the newspaper and other platforms too. Especially with so many city tours. The promotions went on even after the release of their film.

vijay kherVijay Kher, Distributor, CP

Undoubtedly PINK was overall a good film marketed for all the reasons. The cast of the film went all out to promote the film – from visiting reality shows to giving interviews on all channels. In fact, they promoted the film on the digital platform very well. At the end audience loved the film and that’s been proved at the box office. The songs and the trailer worked really well initially, which made the film strong. Also M.S. Dhoni… too did marvelous promotions.

Jeetu Khandelwal, Distributor, OrissaJeetu Khandelwal2

The best-promoted film of September is PINK. The cast went on several TV shows and publicised it, and the digital marketing strategy gave it that extra push. The trailers had an intriguing feel to it which played a very big role in bringing the audience to the cinema halls. Amitabh Bachchan also promoted the film post the film’s release. Even M.S. Dhoni… did superb publicity. September had many big and small films releasing and many films did horrible business even though we expected a lot from them. At the end, it is only content that sells and good marketing of good content will have a long run at the box office.

harsh-jainHarsh Jain, Exhibitor, Sanman Group

PINK came as a relief for the trade, it was not only extensively marketed on all platforms, Mr. Bachchan went all out to make noise about the film. Even after a little slow opening, the film grew with each show and fantastic word-of-mouth. It was no longer a film, it became a movement. The film’s marketing was topnotch. In September we saw many films releasing, one of them was Baar Baar Dekho, which, despite strong marketing strategy and a hot leading cast, tanked at the box office, which once again proves that no amount of marketing can save a poor film. Something similar happened with Raaz Reboot, the fourth part of the superhit franchise failed terribly. The Bhatt’s should reinvent rather than just banking on an existing brand name. M.S. Dhoni… which released yesterday, has created enough buzz with its fantastic trailer. Most importantly Dhoni himself is promoting the film in the media, which has created a lot of curiosity amongst his fans and the general public at large to watch the film, I am sure it will open big.  So according to me PINK and M.S. Dhoni… were the best marketed and presented films this month.


Box Office India
Collection Chart
As on 17th November, 2017
Qarib Qarib Singlle111.20CR11.20CR
Shaadi Mein Zaroor Aana16.14CR6.14CR
The House Next Door192.43LK92.43LK
Mera Bura Saaya108.2K08.2K

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