ITV

Tag: Shraddha Kapoor

  • Set Max goes big on marketing for Aashiqui 2

    Set Max goes big on marketing for Aashiqui 2

    MUMBAI: It is the world television premier of one of the biggest blockbusters and Set Max is doing it in style. Sony Entertainment Television network that had recently added a horde of movies to its library has been going gung-ho with its marketing for the world television premier of Aashiqui 2. The musical blockbuster premieres for the first time on the movie channel on 28 July.
    Aashiqui 2‘s lead actors have been roped in to promote the premiere on various platforms including a few channels and the digital space

    “We have retained the essence of the movie, which is romance and music, while marketing it to our audiences. Through the marketing initiatives undertaken, we are trying to recreate and refresh the blockbuster movie amongst the viewers,” informs Multi Screen Media head of marketing Vaishali Sharma.

    The marketing plan which spans over 15 days prior to the telecast and covers Mumbai and Delhi captures the mood of the movie, using different mediums. The lead actors of the movie Aditya Roy Kapoor and Shraddha Kapoor have been roped in to shoot promos for on-air contests, digital contests, YouTube promos, on-air-main-day date-time-and-coming-soon promos as well as three contest questions and winner announcement bytes that will play during the movie. The actors have also posed for Facebook love top stills.

    “The actors are personally inviting people to see the movie on Max and also to take part in the digital contests. We have also used them to motivate people to send their Aashiqui photos and moments,” adds Sharma. The best photo amongst the lot will feature on the channel on the movie‘s telecast date.

    The musical blockbuster raked in the moolah (Rs 78.3 crore) at the box office in the domestic market. The channel has built its marketing campaign around the hype and response the movie had received during its release. Set Max has created one promo each for broadcast channels, YouTube channel, Facebook and the on-air contest. Special promos of the movie were also shot and screened during the screening of Bhaag Milkha Bhaag and Ramaiya Vastavaiya in both multiplexes and single screen theatres across Mumbai.
    To engage its 1.2 mn fanbase on Facebook, the channel has launched an Aashiqui 2LoveMeter application

    “It is a youth centric movie. Though strategically we are reaching out to the larger audience base, we have innovatively also reached out to the youth through our innovative marketing strategy,” she adds.

    Set Max has also taken television slots in various youth centric music channels. “To attract the young audiences, we will also have a contest which will run during the movie, the winner of the contest will get a chance to go on a dinner date with the lead actors,” informs Sharma.

    On the OOH platform, executed by Storyboard Brandcom , the channel has built its marketing strategy on the theme ‘romance’. “We realised that the music of the film was a big hit. With this in mind, around ten bus shelters across Mumbai are planned to be converted to musical bus stands, playing Aashiqui 2 music to attract audiences. The activity will be done three to four days prior to the telecast date,” she says.

    For on-ground promotions, the team will hold activities like ‘Give a rose to person you love’ outside National College in Bandra, Mumbai. While the dry run of the activity was held on 22 July, the final activity will be organised a day before the telecast of the movie. “A big poster of the movie, all covered with roses will be set up outside the college. Youngsters will be asked to stand next to the poster and pluck a rose from the poster and give it to their loved ones. There will be few secret roses which will have dinner vouchers for those participating in the activity,” reveals Sharma.
    In an effort to promote the premiere, a 360 degree campaign is being carried out in Mumbai and Delhi

    The channel wants to re-create the buzz around the movie and with this in mind it will also have models posing as mannequins on Saturday at Bandstand, in Mumbai. “Models will hold placards about the movie and depict the signature pose of the lead pair from Aashiqui 2. This is being done a day prior to the telecast to attract more people to Set Max on Sunday,” she adds.

    The Facebook page of Set Max which has 1.2 million followers started daily love tip for its followers, through which fans will be advised on their love life. Also a special ‘Aashiqui 2Lovemeter’ has been created that calculates the love quotient between partners.

    The lead actors of Lootera– Ranveer Singh and Sonakshi Sinha were also roped in to promoteAashiqui 2. “The theme for the movies aired this month was Ishq wala July. And Lootera, a romantic movie was also released this month.”

    The channel has a host of advertisers lined up for the telecast of the movie. Line (Android, iOS App) is the presenting sponsor for the movie, while Oral B is the powered by sponsor. The associate sponsors are Aquaguard, Cucumber, Cadbury Dairy Milk Silk, Godrej No.1, Videocon, Red Chief Shoes and Relispray Nitron.

    Ask why after so many world television premiers aired earlier on the channel, Set Max is going gung-ho on the promotional activity: answers Sharma, “We saw a great potential in this film. It was a blockbuster and hence, gave us the opportunity to scale up marketing.”

    The movie will be aired twice on 28 July: first at 1 pm and then at 8 pm. The channel is looking at getting audiences in both the slots, even repeat audiences. The on-air contest will be aired in the 1pm slot, while the winners will be revealed in the 8pm slot.

    The channel has carved a new space for itself in movie marketing. It definitely has started a trend, but will this effort add on to the GRPs of the channel?The coming Sunday will reveal.

  • YPD 2 fails to make a mark at the BO; even as YJHD reaches 104 crore

    YPD 2 fails to make a mark at the BO; even as YJHD reaches 104 crore

    MUMBAI: Deol clan‘s family enterprise, Yamla Pagla Deewana 2 (YDP 2), tried to cash in on the moderate success of the original Yamla Pagla Deewana; more than that, it tried to cash in on the people‘s sentiments for Dharmendra and his vulnerable ways and his family bond. However, the makers did not share the sentiments of the people and a badly worked on comedy was the outcome where content was lacking and buffoonery was the norm. The film which opened to below average collections on Friday and dropped further on Saturday, ended its opening weekend with collections of Rs 17.5 crore.

    Yeh Jawani Hai Deewani (YJHD) is on its way to becoming a major blockbuster and start making profits for its investors as of today. It has been a long time since a pure romantic film hit it off with the audience in such a quick time. The film brings the Kapoor era back and establishes Ranbir Kapoor as the new generation star with a huge following (those few who have reservations about the film have none against Kapoor). The film also propels writer director Ayan Mukerji into the top rung. The film crossed the psychological Rs 100 crore barrier on day seven, ending its first week with Rs 104 crore. Still going strong in its second weekend, the film has added about Rs 27 crore for its second weekend collection.

    The multi-starrer Aurangzeb collected Rs 20 lakh in its third week to take its three week total to Rs 24.05 crore, the film has Arjun Kapoor in the lead after his debut film Ishaqzaadeplaying a double role. The film also stars Rishi Kapoor, Jackie Sharoff, Prithviraj Sukumaran, Sasha Aagha and Tanvi Azmi.

    The run-away hit of the year Aashiqui 2 starring Aditya Roy Kapoor and Shraddha Kapoor managed to strike the right chord with the youth of the nation and having added Rs 1.25 crore in its sixth week is nearing the end of its dream run at the box office, the film‘s six week total stands at Rs 77.90 crore.

  • Morbid love story strikes cord with movie goers

    Morbid love story strikes cord with movie goers

    MUMBAI: Aditya Roy Kapoor and Shraddha Kapoor starrer Aashiqui 2 did very well through its first weekend to collect Rs 177.5 million.

    Hussain Kuwajerwala‘s Bollywood debut Shree turned out to be a non-starter.

    Balaji Telefilm‘s horror flick Ek Thi Daayan collected Rs 231 million in its first week. The general feeling from public is that the film needed at least one popular female face out of the three featured in the film.

    Action flick Commando – A One Man Army had a reasonably decent second week with collections of Rs 35 million, taking its two week total to Rs 208.5 million.

    ‘Dramdey‘ Nautanki Saala collected Rs 36.5 million in its second week; with this, the film‘s two week total stands at Rs 205.5 million.

    Chashme Baddoor was good in its third week. The film added Rs 25 million for the third week to take its three week tally to Rs 419.5 million.

    Himmatwala added Rs two million for the fourth week taking its four week total to Rs 432.5 million.

    Jolly LLB added Rs two million in its sixth week to take its six week total to Rs 314.2 million.

  • Aashiqui 2: No love lost

    Aashiqui 2: No love lost

    MUMBAI: Aashiqui the original became a legend thanks to it musical score. Aashiqui 2 has nothing to do with the original except to cash in on its title, logo and poster design. While doing this needs little extra imagination, the rest, such as putting a script together and executing the film needs quite a lot. In the original Aashiqui, the hero was a go-getter who faced all the challenges to get his girl. Aashiqui 2 is about a guy who is a loser on all counts.

    Aditya Roy Kapoor is a famous singer on the wane; he is in a self destruction mode. He guzzles alcohol non-stop and generally indulges in self pity. He has a dad in the form of a telephonic voice from the US who always promises to stand by him but never comes to the scene. Actually, the writer/director doesn‘t bother to tell you why he is such a loser. He even drops a concert halfway through in Goa. So just when he has almost destroyed his career, he sees a bar singer, Shraddha Kapoor, singing one of his own compositions! Our hero takes instant fancy to her and her voice. He knows he has stumbled across the next Lata Mangeshkar. He decides to promote her career, finding love in the process.

    Producers: Mukesh Bhatt, Bhushan Kumar, Krishan Kumar. 
    Director: Mohit Suri.
    Cast: Aditya Roy Kapoor, Shraddha Kapoor.

    Having found romance, one would think that the hero would now have a reason to give up alcohol and live a decent life. In fact after making Shraddha a successful singer, he sinks deeper into alcohol. Now he is a total failure while she is on top. The hero becomes the butt of all jokes and taunts. You can‘t make out whether he is angry or happy with the people‘s behaviour. After all, his expressions never change!

    The couple is deeply in love but never happy because Aditya‘s first love-or weakness-is alcohol. Sharaddha can‘t enjoy her stardom because she spends her time keeping him away from the bottle. There comes a stage when Aditya runs out of money and has nothing left. At one point he steals Shraddha‘s purse to buy alcohol. Finally realising that he is a hurdle in Shraddha‘s career, the very career he helped build, the hero gives in and jumps into Vasai Creek! That is the end of a man who made a life out of inflicting pain on himself and those around him.

    Aashiqui 2 is a total script of convenience with no care for logic or purpose. It is a forced tragedy where one can‘t empathise with the boy or the girl because there is no real plight in their lives. As the film progresses, it meanders and the scenes get repetitive. The direction is patchy. Music, mostly background songs, has a couple of good numbers. Performance wise, Aditya lacks in expressions while Shraddha is suitably vulnerable as per her character.

    With excellent promotion by T Series, Aashiqui 2 has managed to get very good opening collections which will be enough for this low priced film, lack of appreciation not withstanding.

     

    Shree: Badly scripted sci-fi fiasco

    Producer: Vikram M Shah.
    Director: Rajesh Bachchani.
    Cast: Hussain Kuwajerwala, Anjali Patil, Paresh Ganatra, Shivani Tanksale, Rio Kapadia, K C Shankar.

    One often sees money being poured into films by people with various intents but no creative sense. Finally, such money goes down the drain. Shree is one such film. The film is bankrolled by a diamond merchant firm and deals with some sort of sci-fi.

    A call centre employee, Hussain Kuwajerwala, is in the 12th day of his new job when he is asked to meet the owner of the company, Rio Kapadia. The boss is surrounded by his secretary, Shivani Tanksale, a scientist and the local police commissioner. Kuwajerwala is presented with Rs 10 lakh to be available for 12 hours two days later with a promise of 10 lakh more at the end of those 12 hours. The offer also includes a car and a four BHK apartment at a posh Mumbai location.

    For Kuwajerwala, who has been courting Anjali Patil for eight years and faces her mother‘s taunts on daily basis for not having managed to settle down and marry her daughter, the offer seems to have come just in time. The initially sceptical and reluctant Kuwajerwala accepts it.

    On the appointed day, Kuwajerwala lands up at an abandoned bungalow at a secluded sea side. He is needed to give his boss 12 hours starting at 7 am. But, five minutes into the 12 hour period and he is scared, loses confidence and tries to run only to be stopped and drugged by boss‘ henchman, KC Shankar. When Kuwajerwala emerges from his drug-induced trance, he is a fugitive. The police are looking for him for the murder of the police commissioner. There is a chase and there are two Kuwajerwala‘s and multiple conspiracies.

    It turns out that Kuwajerwala has been born under circumstances whereby he is gifted with the power to travel in future. The police commissioner thinks this will help to solve crimes which are yet to happen. Others want to use it to wield power. But, having once travelled into the future and seen the conspiracy, the hero manages to foil the dirty designs of the villain.

    The story is not at all convincing and narrated without conviction. While Kuwajerwala acts well, Patil is hysteric most of the time. Rest support well.

    Shree will go down as an also ran.

     

  • Aashiqui 2 set to release on 26 April

    Aashiqui 2 set to release on 26 April

    MUMBAI: Through a joint venture, T-Series and Vishesh Films have come together yet again to take their successful musical franchise – Aashiqui forward.

    While the musical drama that released over two decades ago starred Rahul Roy and Anu Agarwal in career changing roles, the latest installment Aashiqui 2, directed by Mohit Suri stars Shraddha Kapoor and Aditya Roy Kapoor in the lead.

    Contrary to the reports, Aashiqui 2 is not a sequel to Aashiqui, clarifies director Suri, "It‘s a new story. The only similarity is the music and the love story. There are seven to eight songs in the film; it‘s a musical."

    Talking about what you can expect from the film, producer Mukesh Bhatt says, "It‘s a contemporary love story dealing with mature emotions. All three actors have extremely challenging dramatic roles. It‘s not a film about only looking good, singing and dancing.

    hese are performance-oriented parts, and we‘re convinced that Aashiqui 2 would do for Shraddha, Aditya and Shaad what the first Aashiqui did for Rahul, Anu and Deepak Tijori."
    Keeping with the brand of the film, the music yet again continues to remain a highlight with the first song Tum Hi Ho already making waves on the music front. Avers co-producer Bhushan Kumar, "We‘ve already recorded some songs for Aashiqui 2 and we‘re confident that the audience will enjoy them."

    Aashiqui 2 is scheduled to release on 26 April 2013.