Bollywood is going the foodie way for film promotions.
After exploiting almost every trick of the marketing trade for movie promotions, filmmakers have now tasted a brand new mantra to connect with the masses.
Instead of opting for over-the-top gimmicks to attract the aam junta, they have started adopting the old adage of finding the way to the audience’s heart through their stomach. What else could explain the sudden increase in events based on food in the past few weeks?
Recently, actress Rani Mukerji was seen relishing the typically Maharashtrian snack pohe with chai to promote her upcoming film Aiyya, where she plays a Marathi mulgi.
A few days ago, we saw Vivek Oberoi showing off his culinary skills at an event for his film Kismat Love Paisa Dilli, where the venue was transformed into a dhaba.
Nana Patekar and actress Madhushree feasted on jalebis and samosas while promoting their recent release Kamaal Dhamal Malamaal. Anurag Kashyap will get together with his lead actors — Kunal Kapoor and Huma Qureshi of Luv Shuv Tey Chicken Khurana for a series of food-based events that include them living with families in Punjab and getting them to cook a specialty dish. Anurag even threw an Iftaar bash to celebrate the success of Gangs of Wasseypur.
Observers point out that it was actually actress Mallika Sherawat’s jalebi event during the promotions of her song Jalebi Bai in Double Dhamaal that established this foodie connection. “The event was Inder Kumar’s concept and had Mallika making jalebis. The do was quite a hit and seems to have inspired many since,” they say.
“What works is that it’s still unique, economical, and yet interesting. You’ll hardly find someone who doesn’t like food, and it’s a combination of both. It works,” says filmmaker Priyadarshan. He adds that for their film Kamaal…, the idea worked because Nana’s character is shown to be eating a lot.
Trade pundit Taran Adarsh says, “Instead of a formal do, it becomes a casual chat session, besides making for a good photo-op,” he says. “I won’t be surprised if the trend really picks up,” adds Taran giving it a thumbs up.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}