PK - Peaking before the grand release

PK, the much-awaited Bollywood movie of the year which saw many controversies even before the teaser release, is another creation of Rajkumar Hirani and is a comedy-drama starring Aamir Khan in the lead role. He is seen to shoulder the promotional activities in full swing. Starting from the controversial poster released on July 31st to a dialogue promo released two days ago, the film has seen many interesting receptions from the public.

While the first look of the film showed Aamir almost completely nude with a transistor box covering his essentials, the poster took the viewers into a rage and All India Human Rights and Social Justice Front set out to ban the release of the film. Thankfully, the Supreme Court dismissed the plea and gave the movie a thumbs-up for its release. A motion poster in Youtube was also released on the same day.

The next poster featured Aamir in a Rajasthani attire sporting dark glasses and holding a brass tenor. The motion poster for the same was also released in YouTube. In the following weeks there were more posters, motion posters, teasers, dialogue promos, songs, song videos etc. released.

Another thoughtful promotional strategy was when the PK team released the making video of ‘PK – The character’ featuring Abhijat Joshi and Rajkumar Hirani telling the story of the character along with Aamir’s bytes. From the inception of the character’s childlike and immature qualities to the unique make-over of the role, the team talks about the creation of ‘PK’.

Digital marketing has been the best way for PK’s promotions. The latest video was a dialogue promo explaining - Why PK? The promotions are at a peak and the movie is scheduled to release on December 19^th.

Anita Raghuraman