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.
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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