6 Unique Film Marketing Examples in India

Creative film marketing examples in India

There is more to Indian filmmaking than most people know. India’s film industry is known for its creativity and innovation, not just in filmmaking but also in film marketing strategies. While we live in a world where social media platforms are the primary form of information for the general public, building curiosity for a movie can be quite tough. 

 

India is the home to the highest number of films. According to Statista, 1500 to 2000 films are produced in India every year. Now imagine the kind of creativity that is needed to market these films, and turn it into a box office hit. 

We will talk about six great movies that killed it with their movie marketing strategies in India. 

Ghajini (2008)

We are sure you have heard of Ghajini, a blockbuster movie starring Aamir Khan. Ghajini is a great example of creative movie marketing in India. The marketing team of Ghajini came up with some unique ideas to promote the film and make it stand out like making Aamir Khan give haircuts to the staff at multiplexes, matching his character’s distinct hairstyle from the movie. This personal touch not only caught the public’s eye but also made headlines, but the marketing didn’t stop there.


The film’s team strategically released teasers and posters at just the right times to keep people talking. These posters showcased Aamir Khan’s intense and rugged look, which not only sparked curiosity amongst the audience but also gave them a glimpse of the movie’s gritty storyline.

Aamir Khan also made numerous public appearances and gave interviews where he talked about the physical transformation he underwent for his role. This dedication impressed people and added to the buzz around the film. With all these creative movie marketing efforts and a great storyline, Ghajini became a massive hit, grossing over ₹232 crore worldwide and setting new records at the box office in 2008.

Ghajini creative movie marketing

PK (2014)

PK, another movie starring Aamir Khan, used a different but equally effective marketing strategy. The PR team of PK wanted to create a sense of mystery and curiosity so they started with a series of posters featuring Aamir Khan in surprising and unusual situations. We are sure all of you are aware of the poster where Aamir was shown without clothes, holding a transistor. This poster immediately grabbed everyone’s attention and started a lot of conversations.

To keep the excitement going, life-sized statues of Aamir’s character were placed in various cities. These statues encouraged fans to take photos and share them on social media, which created even more buzz for the movie.


The marketing team continued to release more posters and teasers, each revealing a bit more about the movie’s quirky and mysterious story. Aamir Khan also appeared on TV shows and gave interviews, dropping hints and playful clues about the film, as a part of the movie marketing efforts to keep people talking about his films.

All these efforts paid off big time as PK went on to become a huge success, collecting ₹854 crore worldwide and becoming one of the highest-grossing Indian films ever. 

Baahubali (2015)

Baahubali: The Beginning is a landmark film in Indian cinema, not just for its great storytelling but also for its groundbreaking marketing strategy. Baahubali’s marketing team used a multi-platform approach to build excitement and engage fans long before the film’s release. They created graphic novels and an animated series that expanded the film’s universe. This not only kept fans engaged but also introduced the characters and story to a wider audience.

One of the most innovative aspects of the Baahubali marketing campaign was the virtual reality tour. This allowed fans to experience the world of Baahubali in a different light, making them feel like they were part of the story. 

The film’s marketing also included traditional elements like trailers and posters, which highlighted the movie’s grand scale and unmatched visuals. These efforts paid off in a big way. Baahubali: The Beginning grossed ₹650 crore globally, setting new standards for film marketing in India and proving that a well-planned, multi-platform approach can lead to incredible success.
 

Dangal (2016)

Dangal, also starring Aamir Khan, took a different route with its marketing by focusing on an emotional and relatable strategy. The movie is based on the true story of wrestler Mahavir Singh Phogat and his daughters, which provided a strong emotional foundation for the marketing campaign.

Promotional activities included visits to schools and colleges, where Aamir Khan talked about the importance of sports and determination. This personal touch resonated with many people, especially students and young athletes. Aamir Khan’s involvement in these activities showed his commitment to the film’s message, which helped in building a strong connection with the audience.

 The marketing campaign also included inspiring trailers and posters that highlighted the film’s themes of perseverance and hard work. The result was phenomenal. Dangal went on to gross over ₹2,000 crore worldwide, becoming one of the highest-grossing Indian films ever. 

Padmavat (2018)

Padmavat faced a number of controversies and protests before its release, but the marketing team turned these challenges into a unique advantage. The film’s promotional campaign focused on the importance of resilience and determination, which mirrored the movie’s story. This approach resonated with audiences who appreciated the film’s struggle to get to the big screen.

Strategic release of trailers and posters played an important role in keeping the audience engaged. The trailers showcased the film’s opulent visual appeal and grand sets, while the posters highlighted the main characters in their regal attire. These visuals created a lot of excitement and anticipation.

Despite the controversies, the film’s marketing never lost focus on highlighting its stunning visuals and compelling story. The marketing team used the narrative of overcoming obstacles as a central theme, which turned the controversies into a strength. Padmavat grossed over ₹585 crore worldwide, making it one of the highest-grossing films of the year. 
 

Gully Boy (2019)

Gully Boy is a film that drew inspiration from the lives of street rappers in Mumbai, and its marketing strategy reflected this authentic and grassroots spirit. The promotional campaign was deeply connected to the hip-hop community and it played a significant role in the film’s success.

One of the standout elements of Gully Boy’s marketing was the organization of live rap battles and street performances. These events engaged directly with the hip-hop community and created a lot of buzz around the film. By bringing the film’s music and themes to life through these performances, the marketing team was able to build a strong connection with the target audience. 

Social media played a crucial role in the film’s promotion. Impactful videos highlighting the film’s music and themes were released across various platforms, capturing the attention of a wide audience. These videos not only showcased the film’s vibrant soundtrack but also emphasized its raw and powerful narrative. This grassroots and authentic marketing approach paid off, helping Gully Boy gross ₹238 crore globally. 

gullyboy film marketing concert

Conclusion

These examples showcase the impact of innovative and creative marketing in the Indian film industry. All you have to do is go out of the box while still sticking to the concept of the movie you’re promoting. 

From interactive games and grassroots campaigns to leveraging controversies and creating experiences that leave a mark in the mind of the viewers, these films have set new benchmarks for movie marketing in India. For anyone interested in film marketing, these examples provide valuable insights into how to effectively promote a film and make it a must-watch. 

 

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