Akshay Kumar's marketing strategy revealed


By Hindustan Times

During the release of Rab Ne Bana Di Jodi (2008), Aamir Khan had got ushers of a multiplex to sport the shaved-head Ghajini look to promote his film. Now, Akshay Kumar is piggybacking on the massive success of Salman Khan’s Ek Tha Tiger (ETT) to promote his film Oh My God (OMG).

In a unique marketing strategy, the makers of OMG have placed donation boxes — resembling those you see in temples — in two multiplexes in the city. The boxes say: ‘Have you bribed God today?’ Vikram Malhotra, COO, Viacom18 Motion Pictures explains: “OMG is a film with mass appeal. It is for people who believe in God and those who don’t. So we decided to engage the audience in a manner that is thought-provoking.”

Explaining why they chose to promote their film with ETT, he says, “The release of Salman’s film, combined with I-Day and Eid, has drawn a number of people to theatres. We placed these daan petis (donation boxes) so that people can go back with the message — ‘Aren’t you really bribing God to get a wish fulfilled?’ A wish could range from good exam scores to college admissions to marriages. Donation and prayers are offered with an objective rather than solely out of devotion. That is one of the things that OMG addresses.” For now, the boxes have received coins, notes from young girls looking for grooms and other notes from youngsters saying ‘You cannot bribe god for anything.’

The makers are excited by the response in city multiplexes and now plan to take the promotion national. “We’ll spread it across 15 cities and 80 properties and focus on multiplex chains that attract youth,” he adds.