Starring Alia Bhatt and Ranveer Singh, the RRKPK movie marketing strategy has been going full force bringing in the old-school Bollywood vibes and regional promotions with the actors.
The month of July 2023 at the Indian box office has been rousing with hype for Hollywood movies Barbie, Oppenheimer and Mission Impossible. Amongst this, comes the release of the multi-starrer film, Rocky Aur Rani Ki Prem Kahani (RRKPK).
As per Elara Capital’s recent report titled ‘Hollywood to the rescue’, the movie is set to revive occupancy at the theatres, but box office collection for this scale of the film remains at least 30% below pre-COVID benchmarks, claiming that structural change in Hindi content is the need of the hour.
The Alia Bhatt and Ranveer Singh starrer is slated to release across 3,500 screens in India on 28 July with box office collection estimated to be INR 100-120 million whereas lifetime box office would be in the range of INR 1.0-1.2 billion if the buzz sustains after a healthy opening.
IMDb, in a press release, has shared that the Hindi film is one of the most highly anticipated movies of the year. And its movie marketing strategy too, has been going full force bringing in the old-school Bollywood vibes and regional promotions with the actors.
Here’s how RRKPK has been promoting it.
Bringing back the early 2000’s
It feels like yesterday when our TV screens would be full of actors and actresses dancing at picturesque locations with their silk sarees and hair floating around. RRKPK for its part, brings back Karan Johar for his Bollywood directorial return seven years after Ae Dil Hai Mushkil.
Dharma Productions announced the movie by hyping his return for the same and remembering some of Johar’s iconic blockbusters from the past few years.
This has been backed by other Bollywood actors like Janhvi Kapoor, Ananya Pandey, Shanaya Kapoor and more who have been supporting the movie every step of the way. Karan Johar has been teasing the movie by posting pictures with stars like Rani Mukherjee asking her if she is excited to watch the movie.
The family entertainer further introduced the movie and character posters attempting to show the different dynamics between the two which was followed by the teaser introducing the star cast of Bollywood veterans.
It’s not a Bollywood movie if they don’t use music as a communication tactic. RRKPK teaming up with Saregama India has multiple songs that also bring back memories of the music videos Shahrukh Khan and Kajol are remembered by.
Following the teaser, they have launched the music for the movie with songs like Tum Kya Mile, What Jhumka, Dhindora Baje Re, and more with the songs reaching millions of views within hours of release.
Alia Bhatt has been taking to her social media pages like Instagram and YouTube -- singing the songs and vlogging her experience of filming it.
Saregama has collaborated with Spotify India to promote the music of the movie by inviting fans to create their reels using the songs and hosting an event with digital creators with the two stars in attendance.
Alia Bhatt and Ranveer Singh have been on a regional tour visiting cities that represent the movie’s themes like Delhi, Vadodara, Chandigarh and Kolkata. They have attempted to learn phrases that these cities use in their lingo and connect with the audience.
Throughout the promotions, the two of them can be seen showing their fashion choices and posting about the accessories they are seen sporting. Singh, joining Bhatt in her influencer route, has been adding humour to the mix by promoting the music with her.
After following a traditional route in their promotional tactics, the question is whether RRKPK marketing will be successful in pulling the audience to the box office.
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