Comedy promotes comedy or so is what STAR India thinks. The idea has led to STAR Gold and one of STAR One’s Laughter Champions, Ahsaan Qureshi, working together, where Qureshi will be lending his voice to the promos of ‘Hulchul’. The movie is scheduled to premiere on STAR Gold on October 23 at 1:00 pm.
A cross usage of sorts, Ajay Vidyasagar, Executive Vice-President, Marketing, STAR India, explained the rationale behind the idea. “‘Hulchul’ is a wonderful comedy from a good director and is about funny people. We wanted to do something that was topical. The programming team then came up with the idea to use one of the characters who have created a mark in comedies to promote this comedy. When you look at it, it is a fairly simple idea, but it can be effectively used to make relevant noise around the movie,” he said.
STAR Gold has been seeing a somewhat difficult patch with movies like ‘Swades’ and ‘Black’ not delivering as per the industry expectations. Giving the channel’s point of view on that, Vidyasagar said, “We were not particularly happy with what ‘Black’ did, but it turned out to be the biggest movie of that week, while ‘Swades’ scored in its own right, too. These movies were more metro centric. ‘Black’ wasn’t accepted well in the B and C towns – which are otherwise markets where movie channels score – due to the nature of the movie.”
As to what can be expected of ‘Hulchul’, he said, “It is one of the better movies and, more importantly, is far broader based. We are very sure of the numbers from this movie.”
To use a Laughter champion in a promo is an interesting idea just as using Shah Rukh Khan was for ‘Swades’ or the screen blackout for ‘Black’, but will it also do anything for a movie’s TRPs? Wait till October 23 to know.