BIG Pictures Unique marketing promotion for David Dhawan’s upcoming release Do Knot Disturb

Mumbai: Do Knot Disturb a co-production between BIG Pictures and Puja Entertainment is all set to release worldwide on 2nd October, 2009. As part of the marketing efforts for the film BIG Pictures is using an innovative marketing strategy by enacting live trailers of the movie on-ground generating interest to promote Do Knot Disturb.

In this first of kind effort, 24 live skits will be performed by the young actors engaging the audience across different strategic locations such as malls, shopping places, railway stations in Mumbai on Friday 25th and Saturday 26th September as part of ground activation activity for the film.

Just like marketing a consumer product that goes beyond standard awareness creating medium of print, tv, radio and outdoor through consumer engagement initiatives, it is imperative to practice this in film marketing too. Says BIG Pictures COO, Sunir Kheterpal. “To leverage the films hilarious extra-marital plot, we decided to launch film trailers right on the streets of Mumbai performed by theatre actors, thus practising innovation cost-effectively. Weeks before release, the trailers of DKD are being premiered live for Mumbai’s public on their doorsteps. Mumbai is the ideal city for such initiatives to be launched an exciting place with a bustling youth frequenting many high footfall areas especially during holidays and weekends. 24 locations, including colleges, railway stations and shopping areas traversing the length and breadth of Mumbai were chosen for the trailer performances, increasing awareness and curiosity for the film on the roads itself.”

Says Girish Shah, Head Branding Reliance Anil Dhirubhai Ambani Group and CMO of Reliance Big Entertainment Filmed Entertainment business. “The real challenge for marketers is to use force multiplier ideas like these and further leverage them through PR and interactive mediums such as radio and internet.”

Appointment viewing was practiced, where group company, BIG FM announced locations and timings of the performances for people to witness these trailers live at Fashion Street, VT Station, Andheri West, Lokhandwala Market, National College, Bandstand and Juhu Chowpatty among others. This initiative was further accentuated by posting the live videos into cyberspace, interspersed with clippings from the film. The trailers have already commenced and the excitement on the streets is apparent with students, commuters and shopkeepers alike, dropping their work for a moment or two of live entertainment on the street. They leave with an idea of the Do Knot Disturb storyline, undoubtedly thirsty for more…

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