Dharma Productions’ Ae Dil Hai Mushkil, all set to release today, has seen its fair share of controversies before hitting theatres. Having been in the news for reasons both right and wrong, the filmmakers are now making sure that it is a success in every way. Right from being touted as a Karan Johar directorial (Johar’s last full-length film as director was Student Of The Year in 2012) to starring the likes of Ranbir Kapoor, Anushka Sharma and Aishwarya Rai Bachchan to collaborating with some of the biggest brands, makers of ADHM are doing it all.
According to a source at Fox Star Studios, the film’s TV media accounts for Rs 25 crore and there are more than 10 brands endorsing the film in various ways.
One of the biggest highlights of ADHM promotions are the way it has seamlessly cashed in on the Diwali festivities as the film celebrates love, friendship and relationships thereby perfectly reflecting the spirit of the festival.
In a first, on social media, ADHM makers have associated with Facebook through a unique activity #AeDilKiFacebook to celebrate love and friendship wherein Kapoor and Sharma will help a few chosen ones to reconnect with their lost connections by using Facebook Live.
Ankit Rihal, Head of Entertainment (Movies and Music), Facebook, says, “Media entities, actors and other public figures use Facebook not just to connect with their followers but to authentically engage with their communities around the world. With Facebook Live people are getting the real deal - unedited, authentic, instant with a surprise element and a valuable sense of community. We are delighted to work with Fox Star studios helping people reconnect with their lost connections using Facebook Live.”
Shikha Kapur, CMO, Fox Star Studios, says, "It is a unique activity that leverages the reach of Facebook to engage with the core TG and encourages them to reach out to their long lost connections. By bringing in Anushka Sharma and Ranbir Kapoor to help these special relationships reconnect through Facebook serves a dual purpose: it mirrors the central premise of the film - that relationships are precious and are to be nurtured through all odds, and it transcends the fan-star engagement experience to all new emotional level."
The filmmakers have also tied up with 30 radio stations of Radio Mirchi to have Kapoor and Sharma wish fans across India Happy Diwali and in theatres, the film’s promos last line has been specially shot in local languages such as Bengali, Punjabi, Marathi, Kannada and Gujarati to increase reach.
Coming to in-film brand associations, the film will feature prominent brands such as Bose, Saavn, Close-Up, AirBnB, ebay, PayTM, Just Tickets, Numero Uno shirts and Jio to name a few.