Hotel Mumbai Grows Steadily At The Box Office Despite A Limited Release
Zee Studios’ most recent release, Hotel Mumbai starring Dev Patel, Anupam Kher and Armie Hammer etc and directed by Anthony Maras has opened to incredible reviews and reactions from the audiences and critics alike in India lauding the film for its honest portrayal of the tragic events that took place on 26/11 in 2008. One of the darkest days in modern day India, the film highlights the stories of the heroes and survivors of the Taj Hotel during the 26/11 attacks, one of the prime sights of attacks 11 years ago. The film has opened to a steadily growing box office figures in its opening weekend, earning Rs 4.81 crores despite a limited release in India. The Hindi release of the film has garnered massive contribution to the numbers owing to a strategic marketing campaign that the film’s presenters in India Zee Studios had planned ahead of the film’s release this past Friday, 29th November.Highlighting below the key aspects of the campaign which led to this success: A 360 degree marketing campaign with the core thought of “Bharat Salaam” was ideated and executed.Owing to its huge Indian connect the makers focused a great deal of 360 marketing for its target audience for the Hindi dubbed release.The main objective and communication strategy of the campaign was to highlight the messaging of celebrating the unsung heroes and focus on triumph of humanity. A marketing slogan that said – ‘Ordinary people, extraordinary courage’ and ‘Above and beyond their call of duty’ was given to honour the martyrs and survivors of the tragic incident
Some of the highlights of this campaign were two original songs that were composed for the India release both penned and sung by prominent Indian musicians and singers. For further local connect, BPraak and Sunidhi Chauhan were roped in to sing along with Mithoon to compose the songs.Apart from this, radio channel tie-ups focusing on innovation where RJs highlighted stories of and gave tribute to unsung heroes from various walks of life, who have done heroic acts, as part of the film campaign. Similarly, merchandise to this effect, digital campaign showcasing stories of such heroes was promoted for e.g Malhar Kalambe- the person who started the beach cleaning initiative, Anoop Khanna who started dadi ki rasoi where he serves food for only 5 rupees at rural areas were honoured.Since the film has been made internationally for India release especially the Hindi release, the trailer was made in Hindi, and was launched ahead of the English trailer, two weeks ahead of the main campaign launch to market the film to a wider demographic.Screenings were held in 5 cities in India where digital influencers were called to view the movie 10 days ahead.The Bharat Salaam campaign resulted into a reach of over 50 million
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