Producer Ekta Kapoor daughter of legendry Indian actor Jitendra and sister of actor Tushar Kapoor is known for her unique ways. But she took her unique touch to an all new level this time as they used the consumer research for finalizing the female lead for her upcoming vampire movie Rock the Shaadi, which will see Abhay Deol and Genelia D’Souza in the lead roles.
Perhaps for the first time in Hindi films, consumer research as a tool was used for making casting decisions. The team of Rock the Shaadi used their in house research department conducted the research n 8 major cities of India to find out whom to cast opposite Abhay in the film. The sample size of audience was 600 in each city in the age group of 15 -25. Abhay’s pair with Genelia topped the likeability amongst other options. Abhay’s pair with Katrina too was rated very highly. The participants wanted to see these pairs. Abhay was a constant in these choices as he was already signed for the film.
While talking about the research she said “It came up during a brainstorming session with our co-producers and with senior members of Balaji’s motion picture team. We often use research at the time of pre-release marketing so why not extend its employment for casting as well!
While talking about the female lead Genelia, Ekta said “Genelia was one of our choices even before we did the research. We’re glad the sample’s choice matched ours. She is extremely popular with the youth and families alike, which is further proven by the number of brands that she has endorsed.”
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