In the last three years, actor Vidya Balan has delivered three hits, Ishqiya (2010), The Dirty Picture (2011) and Kahaani (2012). Coincidentally, the promotional strategies of each of these films have had a common theme- getting Vidya to turn up at events dressed as her characters from the films.
From colourful saris for Ishqiya to retro prints and oversized sunglasses for The Dirty Picture and even as a pregnant woman for Kahaani, the actor has maintained her on-screen avatar to promote the films. Now, she’s doing the same for her upcoming project, Ghanchakkar.
We have learnt that Vidya has a brand new wardrobe (different from her costumes in the film), which she will sport at all appearances. A source close to the production says, “The promotions will last for 45 days, so the makers have got Vidya close to 90 outfits, as sometimes they go to multiple locations in one day.”
Director Raj Kumar Gupta adds, “The stylist responsible for Vidya’s loud, Punjabi look in the film is working with the marketing team. Vidya will carry the look across all promotional activities and the stylist will ensure that she is seen in new clothes at every event. This will be a mad, wild promotional campaign.”