Innovative marketing is the need of the hour, with brands and movies battling for top-of-mind recall. Makers of Prateik starrer ‘ISSAQ’ are leaving no stone unturned to promote their movie with an out-of-the-box idea. Recently, the Pen India team had set up a stall in two leading theatres of Mumbai, where “Isspecial Banarasi Style Paan” was distributed to people.
Since the movie is set in Banaras, this activity was apt to the theme and managed to leave an immediate impact on the audience. Speaking about the same, Pen India’s Marketing head Amira Bavishi said, “We wanted to come up with a promotional strategy for Issaq, which would not only break the clutter, but also make our prospective audience feel the essence of our film. What better way than to treat them with a Paan, the flavour of Banaras.” The ISSAQ team set up an “ISSAQ Jodi Paan” stall at Cinemax Growels and Cinemax Versova where all the movie-goers could take a bite of the “Flavors of ISSAQ and Banaras” with their “Isspecial Banarasi Style Paan”. People present at the venue were overwhelmed with this innovative marketing strategy. Fans were made aware of it via social networking pages, by being asked to visit the stalls, and grab their own paan.
With the movie nearing its release date, this innovative marketing strategy – The Issaq Jodi paan – was an instant hit and has managed to connect with the audience. Directed by Manish Tiwary of ‘Dil Dosti Etc’ fame and Produced by Shailesh Singh and Dhaval Gada, this original Indian adaptation of Shakespeare’s Romeo and Juliet, ISSAQ is slated to release on 26th July 2013.