– A special music video for the promotional song – Aankein Milayenge Darr Se was shot, in line with the theme and ethos of the film. – Republic Day push: The trailer of Neerja was played out across Star network to play the special Republic Day promo of Neerja Really, the manner in which this was all planned left us truly shocked as Fox may have just established a case study when it comes to marketing campaigns. Here is an overview of the entire campaign below from innovative marketing stand point. The positive sentiment around Neerja is primarily because of this single point agenda.” The single most focal objective of all communication was that the film is a tribute to the spirit of Neerja Bhanot, her zest for life and her unparalleled act of courage, and that, Sonam Kapoor happens to play the character. Building a campaign on the lead star of the film – Sonam Kapoor- and yet not pivoting the film around her (an easy trap to fall into) – she was used carefully to keep the film in news and let the story take centre-stage.
Neerja’s story has become a talking point, a conversation starter, leading up and on the day of its release.
Informs our source, “From ‘Who is Neerja’ to ‘India will not forget Neerja’, the graph of the marketing campaign of this very special film has as wonderful as it gets. We caught hold of the entire campaign plan that was painstakingly put into place for weeks in succession, which led to huge awareness for Neerja, hence resulting in wonderful opening and then sustained word of mouth.
However, none of that was left on chance and there is a lot that went behind the scenes to make it happen. For its makers Fox, this has turned out to be a very good success. For a film that has been made at a budget of around 20 crore, the film is now set to reap in very good profits. As a matter of fact, trade predicts that the film could cover an even greater distance. Neerja is a HIT and is now all set to cross 50 crore in a jiffy.
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