After years of in-depth research, Kabir Khan has bought to life the historic Indian cricket win by Kapil Dev and his team in the year 1983, in the movie ’83’. The team gave hope for generations to come to pursue world-class cricket as a serious option, and now Kabir Khan and his team of stellar actors like Ranveer Singh, Hardy Sandhu, Nishant Dahiya, Ammy Virk, Deepika Padukone, Taher Raj Bhasin and technicians, are making the right noise through their marketing strategy for the film.
Let’s take a look at how the movie is being bought to the audiences.
1. Narrating the historic moment of India’s World Cup win
This started way back in 2017, when makers announced the filming of the movie which was due to start in 2019. With an exclusive social media page for the film being made, it had all nostalgic posts, behind the scenes, tales of winning from iconic players, brand associations and all snippets of information about the film
2. #Relive83, #83TheFilm, #ThisIs83
The makers of the movie shared iconic moments from the world cup matches. This was done under the #Relive83, along with wishing the cricketers on their birthdays and describing them in brief.
3. The original squad and their reel counterparts
The films marketing strategy had their repeated focus on the iconic team that lifted India’s first world Cup trophy. Their similarities and distinctions with the actors playing them in the film were also highlighted.
4. First look and Introducing characters of the film
The first look was released in 2020, and posters of characters from the film were also released on social media
5. Trailer teaser
The movie release was delayed several times due to the COVID-19 pandemic and subsequent lockdown. And after a worthwhile wait, the audiences were awarded the teaser trailer announcing the date of the trailer launch being November 30th 2021.
6. Trailer Launch
The trailer of the movie was launched in Hindi, Tamil, Telugu, Malayalam and Kannada, on 30th November 2021, promising a release date of 24th December 2021.
The makers also released various songs from the movie that capture all the emotions and add to the feel of the movie at regular intervals.
7. BTS and dialogue excerpts
The marketers showed many behind the scene moments , be it of actor trainings, or preparing for dialogue delivery etc..
8. Brand Collaborations
The movie collaborated with over 30 brands like Fevicol, WinZo, Mobil, InCred, PVR etc. and also aligned with other brands like Rupa,
Nestle and Finolex for in-film branding and integration.
9. On-Ground Activation
The makers got the legendary Kapil Dev to visit INOX at Worli and the multiplex giant launched a special lassi named ‘Paaji Di Lassi’, that will be served to INOX patrons across India along with the movie release.
The makers has billboards all across important points in Mumbai and other cities in the country.
10. Did-You-Know Posts
The makers created and shared a number of trivia posts posting some amazing information related to cricketers and the matches of the World Cup in 1983.
11. Countdown Posts
Nearing the movie’s release, the makers roped in many celebrities like Kichcha Sudeep, Prakash Padukone, Deepika Padukone, Kamal Hassan, and Nagarjuna Akkineni and made countdown posts that were uploaded on social media platforms.
11. NFT Collection
With NFTs taking the world by storm, the makers planned to capitalise on this and released the ‘83NFT Collection’ launched on December 23rd 2021 with digital assets and physical assets from the movie.
Response
The marketers after putting in a humungous amount of effort were praised for the film, especially since the movie bought up nostalgia and took us to the era that made the country winners on the cricketing map of the world, successfully. With encouraging words from the film fraternity and critics alike, this movie has managed to grab eyeballs and capture our hearts at the same time.
The movie makers largely relied on nostalgia and triumph of the country in the world cup series, leveraging the Ranveer-Deepika duo. Till now, the makers have left no stone unturned and made use of the power of social media and other forms of marketing to the fullest.
