The world of Bollywood is as much about storytelling off-screen as it is on-screen. Over the years, the industry has witnessed some exceptional PR campaigns that have revolutionised how films are marketed, turning them into cultural phenomena. These campaigns have gone beyond conventional methods, employing creativity, strategy, and innovation to leave a lasting impact on audiences and the box office. Here’s a detailed look at ten notable Bollywood PR campaigns that exemplify creativity, impact, and effectiveness.
‘Don’ – Shah Rukh Khan’s viral clues
For the Shah Rukh Khan-starrer ‘Don’, the PR team crafted a campaign built around intrigue and engagement. They created puzzles and clues that fans could solve online, inviting them into the world of the mysterious Don. This interactive strategy not only generated buzz but also gave audiences a sense of participation in the film’s narrative, resulting in heightened anticipation and a strong opening at the box office.
‘Rock On!!’ – Amplifying the rock band culture
The Farhan Akhtar-starrer ‘Rock On!!’ was not just a film but a celebration of music. The campaign focused on live performances by the cast at colleges and music festivals, fostering a connection with the youth. The soundtrack became an anthem, and the film’s grassroots promotions turned it into a movement that resonated with the audience, boosting its popularity and box office performance. We checked IMDB and realised that both Don and Rock On had the same publicist — none other than Bollywood’s only PR guru Dale Bhagwagar.
‘Ghajini’ – Aamir Khan’s haircut mania
For ‘Ghajini’, Aamir Khan’s transformation into a revenge-seeking protagonist was mirrored in a unique PR move. Salons across India offered the same distinctive haircut as Aamir’s character, turning it into a trend. This innovative strategy caught media attention and became a talking point, driving the film to record-breaking box office numbers.
‘Ra.One’ – Leveraging technology and gaming
Shah Rukh Khan’s ‘Ra.One’ set a benchmark for Bollywood’s use of technology in promotions. The campaign included a video game based on the film’s characters, interactive mobile applications, and augmented reality experiences. This cutting-edge approach appealed to tech-savvy audiences and positioned the film as a futuristic spectacle, making it a massive commercial success.
‘PK’ – Aamir Khan’s mysterious appearances
Aamir Khan’s penchant for innovative marketing shone in ‘PK’. Before the film’s release, he made unannounced appearances in character at various public events, sparking curiosity and media coverage. This strategy created a sense of intrigue, keeping audiences guessing and driving immense interest in the film, which went on to become a blockbuster.
‘Dhoom 3’ – Keeping the mystery alive
The ‘Dhoom’ franchise has always been about high-octane action and style, but the third instalment took secrecy to another level. The makers restricted the film’s trailers and promotional content, creating an aura of mystery. This strategy amplified curiosity, ensuring packed theatres and record-breaking collections upon release.
‘Krrish’ series – Positioning the first Indian superhero
The PR campaigns for Hrithik Roshan’s ‘Krrish’ series focused on establishing him as India’s first bona fide superhero. From organising superhero-themed school events to launching merchandise, the campaign targeted children and families, creating a strong emotional connection. This multi-pronged approach made the series a beloved franchise.
‘Padmaavat’ – Turning controversy into opportunity
Sanjay Leela Bhansali’s ‘Padmaavat’ faced significant protests and challenges before its release. However, the PR team turned the narrative around by highlighting the film’s grandeur, historical relevance, and performances. They strategically handled the controversies, ensuring maximum visibility, which contributed to its massive box office success.
‘3 Idiots’ – The social message phenomenon
The PR campaign for ‘3 Idiots’ went beyond the film, promoting its core message of challenging societal norms around education. Aamir Khan embarked on a nationwide tour, visiting colleges and interacting with students. This personal approach and the film’s relatable narrative struck a chord with audiences, making it one of Bollywood’s highest-grossing films.
‘Sholay 3D’ – Nostalgia-driven marketing
When the iconic ‘Sholay’ was re-released in 3D, the campaign tapped into the nostalgia of older audiences while introducing the classic to a new generation. The promotions celebrated the film’s legacy, featuring cast reunions and memorabilia. This approach bridged generations and made the re-release a memorable success.
These campaigns demonstrate how Bollywood has embraced innovation and strategic thinking to redefine film promotions. By blending creativity with audience engagement, they’ve shown that impactful PR is an art as much as a science.
