With a barrage of films hitting the marquee every week, the attention span of the audiences has narrowed down to unimaginable levels. For filmmakers and producers, it is becoming increasingly hard to create the right buzz and make people buy tickets to their film, with the additional hurdles of a quick digital release and escalated ticket rates roaming around nearby. In such times, one film has successfully managed to strike a non-traditional promotional run, garnering the attention of the common folk and creating a tremendous recall value, coming from a team that majorly comprises of newcomers. We are talking about RJ Balaji’s political comedy LKG, which arrives on the 22nd of February.
Trashing all the usual promotional gimmicks which rarely create interest in the minds of the audiences, the team tapped various techniques across different mediums to get across their theme and product. However, this journey is not a result of just a month-long campaign. It all began when the hero and the writer of the film, RJ Balaji, began teasing his Twitter followers with a party flag back in May 2018. Balaji started off by tweeting the picture of a flag which had a bull as its emblem. While many speculated that it could be about his political entry, a few wrote it off as a prank too.
Launch of the film
Six days after the post, Balaji announced LKG’s start through a special program during one of CSK’s games in the IPL. The event was aired on Star Sports, gaining equally good traction on social media too.
Pongal release poster
Cut to the end of the year, and RJ Balaji’s promotional tricks began right from when the team had announced a Pongal release along with Petta and Viswasam. Though the film eventually got postponed, the specific announcement poster took a dig at the sticker comics which were rampant TN politics-related meme material, a few months ago.
Active online promotions, with innovative poster designs
Getting closer to the release of the film, the team started to unveil hilarious posters on a daily basis. Each one of the posters fearlessly trolled the current political scenario in some way or the other. Most importantly, the lead pair of the film in RJ Balaji and Priya Anand were always online on Twitter, replying to fans and ensuring the maximum use of the interactive medium.
Trailer launch at IR75
Instead of holding a separate event to launch the trailer, the makers made the best use of the Ilaiyaraaja 75 concert which was attended by a huge bunch of industry bigwigs. Veteran actor Sivakumar unveiled the two-minute long trailer which was packed with a good load of wisecracks.
Single track launch at the New Zealand vs India game
The third track from the film was launched during the New Zealand vs India T20 game, where Shruti Haasan and RJ Balaji came in to speak about the song and the film. Though this has been done many a times in Bollywood, it is quite a rare phenomenon in Tamil cinema.
Becoming the first South Indian film to make use of Twitter’s Blue Room
The lead pair announced the release date of the film straight from Twitter’s Blue Room, as they became the first film from the south to make use of the platform’s official space. It really did get them a day’s attention nationally!
Surprising everybody with Kapil Dev’s special wish
RJ Balaji’s strength PR and his days as a cricket commentator helped him fetch a byte from Kapil Dev. Wishes from the Haryana Hurricane were definitely something we didn’t see coming!
On ground promotions across college cultural events
Apart from the usual TV and radio visits, RJ Balaji made it a point to visit a lot of colleges during their cultural events, and interact directly with the youth. His spontaneous humor and witty remarks on current affairs have been a favorite since long, and with that being in full flow, it wasn’t too hard to plug the film’s arrival there as well.
5AM shows and the banter with Vishnu Vishal
For all the hard work that the team of LKG had pulled off with the promotional run, something had to come for free. When 5AM shows across the city were announced owing to the buzz that the film had generated, it teed off actor Vishnu Vishal, who indirectly passed on comments against RJ Balaji. The duo later sorted it out over a phone call, and even tweeted about it.
Free publicity? Yes.
With all the hype that LKG has generated over the past few weeks, we really hope that all the positive vibes translate into a great film. On Friday, we shall know.