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Creative goes the press kit

Bollywood rediscovers the new tool to promotion.

entertainment Updated: Mar 16, 2010 01:02 IST

A calendar, playing cards, a diary, a tabloid — what have all these got in common? They are all innovative Bollywood film press kits not only meant to give information but also create recall value.

While the creative team of Ram Gopal Varma’s


recently designed a tabloid. Dev Benegal’s

Road, Movie

had a film can with a reel inside it. Siddharth-starrer


had a diary.

3 Idiots

had a booklet saying guide to being an idiot. Prakash Jha’s forthcoming film Raajneeti is sharing its details on a calendar.

“We try to attract the audience attention by doing innovative things. A press kit is the first information that goes out about a film. It can make or break the impression of a film,” says filmmaker Vipul Shah.

“It is team work, from the creative to the marketing department; we all sit together and brainstorm. We plan it much in advance because the planning and printing take a lot of time. Of course, the producers sponsor it. It has a major involvement of the film’s PR,” said a publicist.

The theme of the movie is usually kept in mind while designing press kits. For instance, in


, Aamir Khan has a short-term memory loss. Before the release of the film, Polaroids with journalists’ photographs and Aamir’s comments about those journos were circulated among the media.

For Shyam Benegal’s

Welcome to Sajjanpur

in which the protagonist writes letters for villagers, postcards were used in the press kit.

Taare Zameen Par

had Darsheel Safary’s character Ishaan’s notebook as the press kit.

“A thematic press kit is essential to get more attention from the media which is so busy. It is important that the concept excites them,” said Sandeep Bhargava of the Indian Film



The team of

Raat Gayi, Baat Gayi

— a movie about a one-night stand — distributed it among college students a bag filled with condoms, contraceptive pills, party smart capsules, energy drink, chewing gum, and a headache tablet. There was a message in that: take it and go to party. The bag had everything except cash to buy the alcohol,” says Neha Dhupia, who played lead in the film.

“The cost is minimum. Usually a press kit can be made within Rs 75,000 and Rs 100,000. We normally have 500 copies of a press kit and one copy costs us Rs 350,” said the publicist.

First Published: Mar 15, 2010 20:00 IST