Ayushman Khurana has delivered yet again a very crucial message in the most comical way ever. Written and Directed by Hitesh Kewalya, ‘Shubh Mangal Zyada Savdhan’ released this weekend starring Ayushmann Khurana & Jitendra Kumar in the lead roles. The movie revolves around the romance of the two male protagonists and touches a chord of the Indian society in a way that no Bollywood movie has ever done.
Homosexuality at its epicenter & the best star cast in Industry has found a way to entertain its audience and yet educate them about the struggles of a homosexual couple and what most of them have to endure to make their family except them let alone the society.
Even though the storyline and the star cast was enough to attract the audience to the movie theatres, the makers did everything by the book to make sure that its promotion game was on point.
So let’s take a look at the marketing timeline of ‘Shubh Mangal Zyada Savdhan’.
Meet The Family
‘Shubh Mangal Zyada Savdhan’s official Instagram handle, @smzsoffiial, introduced the whole star cast with an interesting poster. The movie stars some of the best actors of the industry, such as Neena Gupta, Gajraj Rao, Ayushmann Khurana, Jitendra Kumar, Maanvi Gagroo and many more. All these actors have proven their metal time and again with some of the most stunning performances. The poster created the buzz successfully and it was all everyone was talking about.
https://www.instagram.com/p/B2lPmJEBLEJ/?utm_source=ig_web_copy_link
https://www.instagram.com/p/B439rGIBIyc/?utm_source=ig_web_copy_link
Trailer On The Way
Before the trailer was launched, the makers an interesting buzz around it and left people waiting for it even more.
https://www.instagram.com/p/B7iCG32hdy8/?utm_source=ig_web_copy_link
https://www.instagram.com/p/B7h6_InBIfz/?utm_source=ig_web_copy_link
And The Trailer Is Out
The trailer was shared on the Tseries’ Youtube channel and received a positive reaction with millions of views in no time.
Old Melodies With A Twist — ‘Are Pyar Kar Le’
This retro hit song made a comeback in the movie. The song garnered a lot of love for the way it was choreographed.
People’s Reaction & On-Ground Song Promotions
The audience grooved on the new hit and shared their hook steps on social media.
The audience has their groove mode on with #AreyPyaarKarLe! Have you danced to this peppy disco track?#ShubhMangalZyadaSaavdhan 👬 ♥@smzsofficial@ayushmannk @raogajraj @Neenagupta001 @Farjigulzar @iammanurishi @SunitaRajwar @maanvigagroo #BappiLahiri @tanishkbagchi pic.twitter.com/HyqTq3pekR
— Shubh Mangal Zyada Saavdhan (@Smzsofficial) February 15, 2020
The star cast also made sure that the promotions for the song were done aptly. Radiocityindia shared a TikTok video with Ayushmann Khurana shaking a leg on his song.
@radiocityindia#AreyPyaarKarle with #Ayushmann 🕺 #radiocity #ShubhMangalZyadaSaavdhan #bollywood #foryoupage♬ AREY PYAAR KAR LE – AYUSHMANN KHURRANA,IKKA,BAPPI LAHIRI
And Then Came ‘Gabru’
‘Gabru’ song was introduced soon after and the audience had loved it once again.
https://www.instagram.com/p/B7z-ylJlqHI/?utm_source=ig_web_copy_link
And then there was the love song of the year, ‘Mere Liye Tum Kafi ho’.
Here’s to our fans who went totally cray over the lyrics of #MereLiyeTumKaafiHo on TikTok! Have you made your TikTok video yet?#ShubhMangalZyadaSaavdhan 👬 ♥@ayushmannk @raogajraj @Neenagupta001 @Farjigulzar @iammanurishi @SunitaRajwar @maanvigagroo@tanishkbagchi @Purevayu pic.twitter.com/JFF0riaDZo
— Shubh Mangal Zyada Saavdhan (@Smzsofficial) February 8, 2020
Promotions via Whatsapp.
Makers made an interesting theme of promoting the movie’s famous dialogues Whatsapp style. It was quick to catch our attention.
https://www.instagram.com/p/B8v9CEpHf_D/?utm_source=ig_web_copy_link
https://www.instagram.com/p/B8tBHjLq2f8/?utm_source=ig_web_copy_link
Valentine’s Day Special
Since it is a movie about love, the makers were ought to celebrate Valentine’s day. Short videos were shared on social media which circled around the romantic duo.
Na na karte Valentine’s celebrate kar baithe! These are the twists we truly love! Wishing you a happy Valentine’s Day from Jitushmann!#ShubhMangalZyadaSaavdhan 👬 ♥@ayushmannk @raogajraj @Neenagupta001 @Farjigulzar @iammanurishi#HappyValentines #HappyValentinesDay #LoveIsLove pic.twitter.com/0e3GUQnikJ
— Shubh Mangal Zyada Saavdhan (@Smzsofficial) February 14, 2020
https://www.instagram.com/p/B8YCN5KKYMb/?utm_source=ig_web_copy_link
Brand Collaborations
The Paytm contest asked the viewers to answer certain questions and win the challenge and also get a chance to meet the stars.
Q3. The director of #ShubhMangalZyadaSaavdhan, Hitesh Kewalya, also worked on screenplay and dialogues for ‘Shubh Mangal Saavdhan’ (2017). True or False?#SMZSOnPaytm https://t.co/KztamLk3VU pic.twitter.com/SYBp4Ua23s
— Paytm Entertainment (@PaytmTickets) February 17, 2020
#ContestAlert: RT and follow @PaytmTickets to enter.
Lucky winners stand a chance to meet the stars of #ShubhMangalZyadaSaavdhan! https://t.co/KztamLk3VU#SMZSOnPaytm pic.twitter.com/k7UnyrlddV
— Paytm Entertainment (@PaytmTickets) February 17, 2020
Paytm Insider
https://www.instagram.com/tv/B8vh_l1qLH0/?utm_source=ig_web_copy_link
Meme Game On Point
The marketers for SMZS began a meme contest and used a special template to do so.
Think your creativity can make people laugh? Make your own meme using our templates and tag us!#ShubhMangalZyadaSaavdhan 👬 ♥️@raogajraj @Neenagupta001 @Farjigulzar @iammanurishi @SunitaRajwar @maanvigagroo @Panawasthy_31 #NeerajSingh #meme #memes #funny #memedaily #lol pic.twitter.com/p99GmsPUKY
— Shubh Mangal Zyada Saavdhan (@Smzsofficial) February 18, 2020
And who has been the showrunner behind this campaign and it’s engagement, you ask?
Its TheSmallBigIdea, which is a digital agency based out of Mumbai with clients in India and South Asia. They have conceptualized & produced ad films & promotional videos for movies across various genres like ‘Bala’, ‘Badhai Ho’ and ’Thappad’ recently and many more. The agency was responsible for building a strong presence of ’Shubh Mangal Zyada Savdhaan’ on digital & social media platforms, strategizing on content for campaigns and expanding the online as well as offline footprint of the movie and it’s independent properties.
The movie was released and has received massive love so far. It’s amazing to see such ‘sensitive’ topics being portrayed in such beautiful ways. What did you think about the movie? do share with us in the comments below.
