How Dilwale Dulhania Le Jayenge was a game changer in terms of marketing

Promotions have become an indispensable part of films today. In fact, in the last decade, it has grown quite big with the producers keeping aside a chunk of their budget for the marketing aspect. The iconic film Dilwale Dulhania Le Jayenge released in 1995, a time when the films would not be marketed much. However, this film had an interesting promotion strategy and it was revealed by writer-director Aditya Chopra in the book ‘Aditya Chopra Relives…Dilwale Dulhania Le Jayenge’, written by Nasreen Munni Kabir.

Mid-90s was a time when television had taken off in a big way and many private players had entered the scene. Dilwale Dulhania Le Jayenge was at that time one of the first films to be advertised on TV. Aditya Chopra made a fancy trailer in black and white and colour and it gave the film a rich, modern look. Making videos and episodes are quite popular today and Dilwale Dulhania Le Jayenge was the first film to show the making of a film to the audiences before release. It was aired on Doordarshan and many people in the country thought that the channel is promoting a tele-film that would soon come on air! Meanwhile, the songs were out two months before the release and became very popular.

Aditya Chopra also was clear that he wanted the title font to reflect light-hearted romantic space of Dilwale Dulhania Le Jayenge. Hence, the funky font of the logo was used. However, everyone in the team thought that thanks to the logo, it seemed like Dilwale Dulhania Le Jayenge was a David Dhawan type comic caper and not a romantic love story!

Thankfully, the audiences got the message correct from the film’s overall marketing. The film had a huge opening and emerged as the biggest blockbuster of 1995. It’s still running successfully at Mumbai’s Maratha Mandir theatre.

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