With a host of movies that released in June-July 2023, Zara Hatke Zara Bachke still manages to hang in there after more than a month after its release, collecting INR 87 crores in the sixth weekend of its release.
Starring Vicky Kaushal and Sara Ali Khan in lead roles, the movie traces the life of a married couple in Indore and their search for a separate home, following family interferences that make the plot of the comic caper.
The movie released on June 2nd, 2023 and its three-week long promotion spree helped makers bring the movie closer to the audiences. Let’s check how it was done.
Trailer Launch
The reel couple posted a picture of themselves against the background score of a song “Phir Aur Kya Chahiye”. This created a buzz with people anticipating an upcoming movie with this fresh pair.
The movie trailer released in mid-May 2023, after which the lead actors were seen grooving to songs from the movie. This was posted on various social media handles.
Social Media Promotions
Maddock Films urged people to create their own versions of reels based on songs from the movie, which were getting popular day-by-day. Songs like “Tere Vaste” and “Baby Tujhe Paap Lagega” attracted many followers and viewers and scores of reels were made on them.
Leveraging the power of memes, the makers released a string of hilarious memes, that garnered attention.
that song is made for him pic.twitter.com/DfXETg0Vga
— k (@krownnist) June 2, 2023
Also, leveraging the on-screen couple’s popularity, videos featuring Vicky and Sara were released that helped the movie’s release invite attention. Videos featuring Vicky
Kaushal grooving to ‘Obsessed’ and Sara playing her popular ‘knock knock’ with Vicky went viral.
Vicky Kaushal also collaborated with popular dance influencers like Nicole Concessao and Sonal Devraj,
On Ground promotions
Interacting with fans and exploring local culture in cities and towns played an important role in marketing the movie.
https://www.instagram.com/reel/CsioezKoG2y/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
The lead couple went on a shopping spree, relishing popular food in various cities, thereby interacting with fans in cities like Indore, Kolkata, Ahmedabad and others.
https://www.instagram.com/reel/Cs103P-IoKj/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
The couple also made an appearance at the IPL, attending the match between Chennai Super Kings and Gujarat Titans.
They also appeared on the popular comedy show- the Kapil Sharma Show, regaling audiences with their comedy and chemistry.
BOGO
In order to attract audiences to theatres and screens, makers used the Buy-One-Get-One free incentive. This strategy worked well, with the movie crossing INR 22.5 crore in its first weekend of release itself.
Overall, the movie utilized its music, the lead pair’s popularity and the power of social media to its maximum potential in getting the movie its buzz, thereby making the movie a hit for the year 2023.
