One of the most awaited movies in recent times, Rocky Aur Rani Ki Prem Kahani hit theatre screens on 28th July 2023. In just over two weeks of its release, the movie has earned over INR 130 crores, in spite of releasing alongside movies like Barbie and Oppenheimer.
Helmed by Karan Johar, the movie was brought to the audience in various ways. Innovative marketing strategies coupled with a hint of nostalgia, as Karan Johar completed 25 years in the industry, and made his directorial return after seven years.
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Dharma Productions reminisced the director’s journey with clips and behind-the-scenes from his previous movies, and also announced his new directorial.
The movie’s launch created buzz with actors like Janhvi Kapoor and Shanaya Kapoor cheering for the movie.
Karan Johar even teased the movie with Rani Mukherjee, leveraging her name asking whether is Rani Mukherjee excited for Rani Chatterjee?
Character Introduction
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The characters of Ranveer Singh and Alia Bhatt- Rocky Randhawa and Rani Chatterjee were introduced using poster drops, followed by a teaser that introduced the remaining cast of the movie.
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Leveraging the movie’s music
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Saregama collaborated with Dharma Productions and released some catchy numbers like Tum Kya Mile and What Jhumka, numbers that are still trending after the movies’ release.
Alia Bhatt shared snippets and vlogs featuring the shoot scenes and also sang songs from the movie, sharing all of these on her social media handles.
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Saregama collaborated with Spotify India to create buzz around the movie’s music by inviting fans to create exciting reels using songs from the movie and also hosted an event with digital creators like Ruhee Dosani and Yashraj Mukhate.
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Adding a touch of humor, Ranveer Singh released a reel of him promoting the movie’s music.
Banking on star chemistry
Ranveer and Alia made a fantastic pair in Gully Boy and in RARKPK too, their off-screen friendship and onscreen chemistry has been leveraged to its utmost potential.
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Regional visits to cities like Kolkata, Delhi, Vadodara and Chandigarh, interacting with audiences and communicating in regional languages helped in spreading the word around the movie, far and wide.
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The two even walked the ramp for a show by Manish Malhotra.
