Unique and innovative promotional strategies is the best way to break through all this clutter in the industry. With each film hitting the theatres, filmmakers are coming up with strategies that stand alone and grab the attention of audiences. And makers of Issaq are taking this trend forward by offering Isspecial Banarasi Style Paan to the moviegoers to promote the movie.
The team of Pen India Pvt. Ltd., distributors of the film, have
set up stalls in two leading theatres in Mumbai- Cinemax Growels
and Cinemax Versova - where Isspecial Banarasi Style Paan is being
"Since the movie is set in Benaras, Uttar Pradesh, the activity
was apt to the theme, said Amira Bavishi, Pen India's marketing
Issaq is a romantic film directed by Manish
Tiwary and it features Prateik Babbar and Amyra Dastur
in the lead roles. The film's story is based on a modern adaption
of Shakespeare's play 'Romeo And Juliet'. The plot revolves around
two lovers who are born to rival families. The story's background
is set in Varnasi.
"We wanted to come up with a promotional strategy for
Issaq, which would not only break the clutter, but also
make our prospective audience feel the essence of our film. What
better way than to treat them with a paan, the flavour of Benaras," said Bavishi.
Earlier last week, the actors of the film Prateik and Amyra had
planned to visit Ahmadabad on July 10 and promote their film.
However, this was cancelled because it coincided with a Rath Yatra
celebration attended by Gujarat chief Minister Narandra Modi. The
movie was also promoted in a television serial called Amita Ka
Amit. The film is slated for release on July 26.