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'Jab We Met' takes unique campaign track
By JAAHNAVI P PAAL
Indiantelevision.com Team
(23 October 2007 5:00 pm)

MUMBAI: The film Jab We Met has already piqued viewer interest for various reasons. The Shahid-Kareena break-up being one of them. One more good reason that may attract audiences is the unique way the film is being marketed.

The producers Shri Ashtavinayak Cinevision have painted two entire trains, from the Western and Central lines respectively with Jab We Met posters.

Shahid Kapoor, the hero in the film, eagerly expressed his wish to travel by those trains. The producers took the necessary permission from the railway authorities and Shahid along with the director Imtiaz made a late night journey yesterday.

Despite the fact that this journey was deliberately unpublicised to avoid a stampede, an enormous crowd showed up on learning that they had a surprise celebrity guest at the station.
Incidentally, Jab We Met is a story of how two individuals set out on a journey after they miss their train, which explains the rationale behind using the train journey as a publicity tool.

Talking about the different phases of the pre-release publicity, media consultant to Ashtavinayak, Parag Desai says, "We have divided the publicity into three phases. The first phase (three months prior to release) was flagged off with a contest for selecting the title of the film. We invited response via email, sms, radio and then zeroed in on the title, Jab We Met.

"The second phase offered the first look of the film. And the final phase is the current one where the stars are making appearances at important events like dandiyas to generate the required eyeballs. This phase includes routine out-of-door activities like hoardings and taking space on 900 Best buses and unusual stuff like the painting of the two trains."

The movie, directed by Imtiaz Ali, hits the screens this Friday (26 November).

Lets wait and watch if all of this brings the crowds to the theatres.

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