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
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
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
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
second phase offered the first look of the film.
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."
movie, directed by Imtiaz Ali, hits the screens
this Friday (26 November).
wait and watch if all of this brings the crowds
to the theatres.