The movie ‘Jawan’ is being termed as a visual feast with impeccable performances by the cast, some high-octane action, social message, a memorable background score and an acclaimed monologue by SRK.
This family entertainer, just days after its release is well on its way to become the biggest blockbuster this year. Here is how the movie was brought to the masses, with fans literally celebrating the movie’s release as nothing short of a carnival.
1. Teaser release
To begin with, a teaser of the movie was attached to the prints of popular films like Mission: Impossible – Dead Reckoning Part One, Oppenheimer, Barbie, Jailer and Gadar 2 in theatres and was released on July 10, 2023. The ‘Jawan Prevue’ became the most watched Indian teaser in 24 hours with over 112 million views.
The movie’s teaser also featured at the Times Square, New York.
2. Trailer Release
The preview of the movie garnered massive interest. However, the trailer of the movie was released on 31st August, just a week prior to the movie’s slated release.
Jawan ka jashn main aapke saath na manau yeh ho nahin sakta. Aa raha hoon main Burj Khalifa on 31st August at 9 PM and celebrate JAWAN with me. And since love is the most beautiful feeling in the world, toh pyaar ke rang mein rang jao and lets wear red…what say? READYYYY! pic.twitter.com/IUi4AkGrZy
— Shah Rukh Khan (@iamsrk) August 28, 2023
Shah Rukh Khan celebrated the movie’s trailer release in Dubai with the trailer being shown on the Burj Khalifa.
However, the makers did something different this time too, keeping in mind an example set while marketing SRK’s previous movie ‘Pathaan’. None of the cast members made any public appearances, with just the teaser and the trailer creating necessary buzz and suspense around the movie.
3. Leveraging music
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The movie has some catchy music in the form of ‘Zinda banda’ and some melodious tunes like ‘Chaleya’. Songs were released a month before the movie’ release, with fans recreating hook steps in the form of reels and posting them on social media.
4. Social media presence- Nayanthara’s debut on Instagram
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Popular South Indian actress Nayanthara made a double debut with the movie. ‘Jawan’ being her first Hindi movie, she also debuted on Instagram, becoming the first Indian female actor to reach the 1 million follower mark in within 10 hours.
5. Using local transport
#Jawan poster all over on Mumbai Metro.
This looks so dope.#ShahRukhKhanpic.twitter.com/isn7MIT3bW— JUST A FAN. (@iamsrk_brk) August 21, 2023
While posters of upcoming movies are often seen on various modes of transport to increase visibility and recall, Jawan movie posters were strategically placed on Kolkata and Mumbai metro trains and BEST buses in Mumbai. Fans shared posts of the same on social media.
6.Brand Integration
Now this one is huge!
The movie relied heavily on brand integration, with many brands partnering with the movie in strategic capacities- Zee News, Aaj Tak, TV9, Astral, Muthoot Fincorp, Bisleri, GIVA, Just In Time, Western Digital, MAK Lubricants, Zomato and San Disk.
Bisleri created a limited-edition line of ‘Bisleri’s X Jawan’ bottles that were distributed amongst 70,000 retail outlets, while Astral, Zomato, Muthoot FinCorp created and released engaging videos around the movie announcing their association.
Apart from these, visual placements of brands like Asian Paints Royale Glitz and Godrej Security Solutions are visible in the film
7. Other marketing activities
The movie boasts of an extensive cast from the southern part of our country- Nayanthara and Vijay Sethupathi, and to create buzz in the southern part of the country, a pre-release event was held at the Sri Sai Ram Engineering College. This event was televised on Sun TV.
Fully Filmy partnered with the movie to create some amazing merchandise like t-shirts and phone covers
Shah Rukh Khan’s answered questions by fans on #AskSRK, as #Jawan trended on X (Twitter).
Conclusion
The movie relied heavily on Shah Rukh Khan’s stardom and used extensive brand integration that created the much-needed buzz around the movie’s release. The influence of actors from South also helped raise excitement levels around it.
