Sonam Kapoor goes the Aamir Khan way. While for 'Prem Ratan Dhan Payo', she took the Dubsmash route to connect with the audiences, this time, she used the digital platform really well for creating the right amount of hype and buzz about the film. And she emerged victorious. 'Neerja' opened at Rs 5 crore on Friday which is outstanding!
Sonam Kapoor starrer Neerja hits theatre screens on Friday and the actress is ecstatic with the response coming the film's way with several top filmmakers, actors and even icons like Sachin Tendulkar praising the film and Sonam's performance in it. Not just that, the film has received a universal thumbs up from audiences and critics alike and some have already said that Neerja will be counted as one of the finest films this year.
The drama chronicles the courage shown by Neerja Bhanot, a Pan Am flight attendant who tried to save the lives of passengers when it was hijacked at Karachi airport in 1986. And Sonam who has been personally moved by the braveheart's story went all out through the film's promotional campaign to talk about her courage in the most respectable manner possible.
Sonam who is one of the most popular stars on social media today, collected support from millions of her fans across the globe to promote the #FearvsNeerja campaign, that encouraged people to fight their fears head on. Several biggies from the industry too supported Sonam in this endeavour. At a time when things are speeding at lightning fast momentum on the digital space, most actors fail to use it efficiently. Among the stars who have time and again used their social network proficiently to create awareness about their films include stalwarts like Shah Rukh Khan and Aamir Khan. While the Gen-Y actors are trying to catch up, it’s actually Sonam who’s created a benchmark for others to follow.
Despite people scoffing off at the idea of it in the beginning, Sonam didn’t stop. While she used the ‘selfie’ campaign to promote Khoobsurat, it was the Dubsmash route for PRDP. This comes as no surprise, especially since Sonam is not new to the marketing blitzkrieg. While the Dubsmash fever has gripped Bollywood, actress and fashion icon, Sonam Kapoor, set a trend when she encouraged her industry friends and fans to post their Dubsmash videos of the title track of her last blockbuster Prem Ratan Dhan Payo. Sonam Kapoor came up with a truly inventive activity that turned the title track of Prem Ratan Dhan Payo into a Dubsmash sensation by getting her friends, family and even her household staff to lip-sync to the song and post the vine on her social media sites. And now, the 'Fear v/s Neerja' campaign has come out beautifully. Many industry insiders, fans and media persons have publicly voiced out their opinions on fear and what they are afraid of. Another winning formula to success!
Like every other celebrity, Sonam even went all out to promote the film and travelled to cities across the country to meet with her fans. The actress managed to single handedly pull in the crowds going by the early numbers the film is garnering at the box office. The film has raked in around Rs 5 crore at the box office on its opening day which is an outstanding figure, given the film’s budget and content. For a film made at Rs 13 crore and a biopic on an unsung hero led by a female actor, Neerja has certainly created a new standard.
Says a source, " While earlier it was only actors like Aamir Khan and Shah Rukh Khan who sat on the marketing and publicity campaign, Sonam has spearheaded the Neerja campaign right from the start and even came up with the #FearvsNeerja Instagram activity, that set yet another trend, after her PRDP activity. She is one of the few actresses who takes personal interest in the manner the film reaches out to its target audience". And that has worked terrifically for her and Neerja. The results are out and no one’s complaining!
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