Akshay Kumar's marketing strategy revealed

  • Kavita Awaasthi, Hindustan Times, Mumbai
  • |
  • Updated: Aug 22, 2012 19:01 IST
  • OMG Oh My God

    Sonakshi Sinha has done her first item song Go Govinda in Akshay Kumar's home production OMG Oh My God.

  • OMG Oh My God

    "Almost immediately, my feet started tapping and I knew I'd have a blast dancing, more so since Prabhu sir will be my partner. I thoroughly ...

  • OMG Oh My God

    Prabhu Deva and Sonakshi Sinha in dance sequence Go Govinda.

  • OMG Oh My God

    It's a delight to watch Prabhu Deva dance.

  • OMG Oh My God

    It's Hera Pheri again, as Akshay Kumar and Paresh Rawal are set to appear together in the film OMG Oh My God.

  • Paresh Rawal and Akshay Kumar in Oh My God

    Paresh Rawal and Akshay Kumar in Oh My God

  • OMG Oh My God

    Akshay Kumar and Paresh Rawal in a still from the film.

During the release of Rab Ne Bana Di Jodi (2008), Aamir Khan had got ushers of a multiplex to sport the shaved-head Ghajini look to promote his film. Now, Akshay Kumar is piggybacking on the massive success of Salman Khan’s Ek Tha Tiger (ETT) to promote his film Oh My God (OMG).

In a unique marketing strategy, the makers of OMG have placed donation boxes — resembling those you see in temples — in two multiplexes in the city. The boxes say: ‘Have you bribed God today?’ Vikram Malhotra, COO, Viacom18 Motion Pictures explains: “OMG is a film with mass appeal. It is for people who believe in God and those who don’t. So we decided to engage the audience in a manner that is thought-provoking.”

Explaining why they chose to promote their film with ETT, he says, “The release of Salman’s film, combined with I-Day and Eid, has drawn a number of people to theatres. We placed these daan petis (donation boxes) so that people can go back with the message — ‘Aren’t you really bribing God to get a wish fulfilled?’ A wish could range from good exam scores to college admissions to marriages. Donation and prayers are offered with an objective rather than solely out of devotion. That is one of the things that OMG addresses.” For now, the boxes have received coins, notes from young girls looking for grooms and other notes from youngsters saying ‘You cannot bribe god for anything.’

The makers are excited by the response in city multiplexes and now plan to take the promotion national. “We’ll spread it across 15 cities and 80 properties and focus on multiplex chains that attract youth,”  he adds.


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