With multiple film releases every Friday, there is a cutthroat competition to stand out in terms of promoting and presenting a film to the audience. In a bid to do the same, makers of Chashme Baddoor cashed on the exam fever to promote their film as their film is going to be the first release on April 5, as soon most exams get over.
The team came up with this innovative campaign called Exam Ke Liye All The Best campaign to wish all young moviegoers across India, across various media — TV, print, digital, radio, mobile and the Internet. Out of the media, smsing through mobile emerged as the top favourite amongst the youth as the team managed to send over 2 crores messages in just three to four days.
The sms reads, “Lena nahi koi stress, Thodi si mehnat, thoda sa rest. Exams ke liye, ALL THE BEST!” South actor Tapsee Pannu who is making her Bollywood debut with the David Dhawan comedy said, “During exams you are so much under stress and pressure, and If some one just wishes you all the best, it helps you sail through it and makes you feel good.” Director Dhawan along with his lead actors Taapsee, Siddharth & Divyendu revisited their college days, as they went to various colleges wishing students. Makers also released various print advertisements in leading English and regional publications. Launched an online app for digitally connected youth where users are allowed to personally wish their friends, brothers, sisters for the exams.
Rudrarup Datta from the production house said the campaign was a success because, “Something of this sort has an immediate connect with the audience.”