It's going to be crowded this weekend with five films -Force, Hum Tum Shabana, Chargesheet, Saheb Biwi Aur Gangster and Tere Mere Phere -jostling for attention. And in a bid to connect with small-town audiences, producer Sunil Bohra has come up with some innovative ground-level marketing campaigns for his film Saheb Biwi Aur Gangster.
Says Sunil, "Since our film is about a 'saheb' (husband) and 'biwi' (wife), my father, Surendra Bohra, suggested a 'baaraat' (wedding procession) and since last Sunday, a bridal procession comprising 10-15 camels, around 20 horses, local auto rickshaws and 200 people including the band party, has been touring the towns of Rajasthan like Jodhpur, Pali and Marwar."
"The promotional 'baaraat' that will continue till the release has drawn a tremendous reaction in places where electronic music channels have little impact", points out Bohra.
A caravan of jeeps making its way through Punjab, a cyclothon in Chandigarh and local wall paintings in Haryana are creating similar buzz about Saheb Biwi Aur Gangster.
"In bigger towns and metros like Nagpur, Chandigarh, Delhi and Mumbai, we have standees at top-line discotheques, bars, food joints and colleges where CDs of the film are being distributed for free", informs the filmmaker.
In fact few jeeps with Saheb Biwi Aur Gangster posters all around have been parked outside restaurants and cafes in Mumbai where you have lots of youngsters coming.
Saheb Biwi Aur Gangster is directed by Tigmanshu Dhulia and stars Jimmy Sheirgill, Mahie Gill and Randeep Hooda in lead roles. The film is slated to release this Friday, Sept 30.