SRK is the baadshah of Bollywood and the superstar is leaving no stone unturned to promote his next, Happy New Year. The Farah Khan directorial also stars Deepika Padukone, Abhishek Bachchan, Boman Irani, Sonu Sood and Vivaan Shah. Happy New Year has long been in the news for its huge star cast and also the fact that it’s going to be Shah Rukh Khan’s Diwali release after Jab Tak Hain Jaan (Diwali 2012 release).
Farah and SRK come together once again after Om Shanti Om and the Baadshah is ensuring that Happy New Year gets the right kind of attention through unique promotional and marketing strategies. We take a look at what the marketing whiz has done differently this time!
SLAM! THE TOUR:
SRK is a true marketing genius and expectedly didn’t want to take the usual route to promote his next Happy New Year. The team spearheaded by Shah Rukh, decided to tour the US and UK in what was a never-seen-before promotional activity for a film. Called SLAM! THE TOUR, the team put up a live show in several US cities including Houston, New Jersey, Chicago, Vancouver, San Jose and even London!
The actor gave a press statement where he was quoted saying, “I am blessed to get a lot of love and support from people around the world. This is our way of giving this love back and thanking you all.” In fact, Shah Rukh was constantly updating his fans on the micro-blogging site Twitter about the SLAM! concert.
One tweet read,”In San Jose. To walk the talk….to rock the Rock….and say thank u for all the love for SLAM & HNY.” His other tweet read,”En Route San Jose. Last show of world tour in US…will miss us all. Thank u HNY team for being so madly energetic.”
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Customized Twitter Handles:
Actors promoting their films on their official twitter handles is an established trend. However, team Happy New Year did the same in what we would like to term a rather smart manner.
All the six actors of the film added their character name from HNY alongside their personal ones including @juniorbachchan, @iamsrk, @TheVivaanShah, @deepikapadukone @SonuSood and @BomanIrani.
Shah Rukh Khan had changed his name to Charlie, Abhishek Bachchan to Nandu, Sonu Sood to Jag, Boman Irani to Tammy, Vivaan Shah to Rohan and Deepika Padukone to Mohini. We love this publicity gimmick!
Official Twitter Handle:
In an age of instant communication, how can social media be left behind as far as movie promotions are concerned? As soon as the film was launched, an official Twitter handle was established by the name of Happy New Year – The Movie which is constantly updated by an active team.
The last update was put up on 4th October, telling fans to get ready for the film’s release. It read,”Here’s your surprise…Worth every minute of the wait, is it not? On 24th October, get ready to… #WelcomeCharlie!” (sic) A link of SRK’s dialogue promo was also posted along with the tweet.
While this is not entirely a new idea, it has worked for the film and if the numbers are any indication then the followers garnered on this twitter handle is enough to make the film, a success. Impressive we say!
Visiting Google and Twitter Headquarters:
Adding more firsts to many in the kitty, the team of Happy New Year is also the first Indian film team to visit the Google Headquarters and Twitter Headquarters in San Jose, USA. Director Farah Khan, actress Deepika Padukone, actors Shah Rukh Khan, Abhishek Bachchan, Boman Irani and Vivaan Shah went to Google HQ first in the Silicon Valley and then to the Twitter HQ.
The team was welcomed by the CEO of Twitter, Dick Constolo with whom they later also clicked a fun selfie. In fact, SRK, who is a regular on micro-blogging site twitter posted on his handle,”Wish could have stayed longer. There was so much love by Google. Thanx Sunder, Shrey, Amit & all boys/girls who danced for me. I’ll be back!” only to add,”Now onto twitter…..”
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KBC Promotions:
Since Happy New Year is releasing this on Diwali, going on Kaun Banega Crorepati (KBC) was almost a given especially since Junior Bachchan’s father, the iconic and legendary actor Amitabh Bachchan hosts it. All the actors including SRK enjoy a good equation with the veteran and what would be a better prospect than to promote their film on Diwali day with the game show’s special Diwali episode.
Interestingly, SRK at one point hosted season 3 of KBC and it will be fun to see him along with the others on the ‘hot seat‘. With Big B quizzing the actors on their GK, it remains to be seen how much money the HNY team will make. This episode will be a treat for eyes!
A Dance Reality TV show:
Titled Dil Se Naachein Indiawaale, the only criteria required to be a participant on this show is to dance straight from the heart. Launched by Zee TV and Farah’s HNY team, the show’s title is a spin off from HNY’s popular track ‘Indiawaale’ and the unique concept is already creating curiosity.
A TOI report mentions that the show’s format requires the film’s actors to be ‘Agents of Happiness‘, and judge participants from four cities – Mumbai, Delhi, Indore and Ahmedabad while on a joyride on the ‘Happy Dancing’ bus. The show, which will go on air October 11, has called for entries from dance enthusiasts across the country.
Dancers, who have been shortlisted after their Happy Dancing video have been selected after an initial round of auditions and will now get a chance to perform in front of the ‘Agents of Happiness’. While Farah has been a judge on many reality shows, this is a first for SRK.
Promoting it on Comedy Nights with Kapil:
You can’t get bigger than Kapil Sharma on TV, at least when it comes to comedy. He’s a celebrity in his own right and stars queue up to be a part of his fun show that includes his mad family, Siddhu Paaji and an entertaining audience.
While SRK has been on Comedy Night with Kapil (CNWK) twice – once with Deepika to promote Chennai Express and next to celebrate the film’s success, for some in the cast it’s their first time. This episode which is going to air soon will set the TRPs soaring for sure.
In fact King Khan seemed to enjoy the shooting so much that he posted on his twitter handle, “Have always enjoyed CNWKapil…but tonite what the HNY team & CNWK team has shot has to be the funniest ever.”
