Shubh Mangal Saavdhan takes a quirky route online

Shubh Mangal Saavdhan

Social Samosa takes a look at the online marketing strategy of Shubh Mangal Saavdhan – starring Ayushmann Khurrana and Bhumi Pednekar dealing with a tabooed topic of erectile dysfunction.

Shubh Mangal Saavdhan, a quirky movie, dealing with a tabooed topic of erectile dysfunction has released in theatres today. Starring Ayushmann Khurrana and Bhumi Pednekar, the film has created curiosity ever since the first trailer was released.

Along with this, the duo was seen promoting the movie in unique and innovative styles. From taking the condom bike ride, appearing in online content platforms and urging people to talk openly about sex to giving bold statements in interviews.

According to a report on Mid-Day, actor Ayushmann said that he endorses pre-marital sex. Both the protagonists are very active Twitter users and kept sharing with their fans pictures and special moments from their film promotions in different cities.

Bhumi did an Facebook Live from Facebook India’s office, reaching out to a wide audience base.

For a change, Censor Board also cleared Shubh Mangal Saavdhan without any cuts in spite of a hush-hush topic which deals with the performance anxiety of men; the film was also given a U/A certificate.

Trailer launch

An animated teaser was launched to create curiosity, informing the audience about the date of the launch of the trailer. The first trailer of the movie which came out on August 1 clocked more than 10 million views on YouTube till now, along with a lot of positive response.

Tie-up with content platforms


FilterCopy and Shubh Mangal Saavdhan released a video titled ‘Thoughts you have on your first date’. It highlighted the initial awkwardness which we have when we go on our first dates.

Bollywood Life

Bollywood Life played a game with the duo and asked them their biggest turn on and turn off during sex.

The Quint

Shubh Mangal Saavdhan’s Ayushmann and Bhumi played a fun game called Kaun Banega ‘Wet’ Abhi in their video with The Quint.

The Comedy Factory

The duo was also seen promoting their film on Comedy Factory, an online channel, in a video titled Bad Jokes Battle.


Ayushmann and Bhumi revealed to Pinkvilla the many awkward situations that both of them have had to face, whether it be your best friend wanting to hook up with your ex or making out with someone who is a bad kisser.

Eros Now

The video released by Eros Now spoke about how awkward it is when it comes to talking about sex in India and the hilarious way in which it is even projected in films. It also highlights that 90 percent of the youth in India don’t have access to formal sex education and therefore, Ayushmann and Bhumi urge people to have conversations about sex and not to treat it like a taboo.

The brand has also used ambush marketing technique in their digital marketing media buying for the release and post release week. During this time, Shubh Mangal Saavdhan reviews and rating banners were splashed on the web where Ajay Devgn and Badshaho articles appeared.


Ayushmann and Bhumi have been promoting the CanvasPlex tab, which has been co-created with Eros Now along with the movie.

Online chatter

There has been a lot of excitement around the movie and people on social media have also been spreading a positive word.

Shubh Mangal Saavdhan is battling today at the Box office with the thriller movie Baadshaho, starring Ajay Devgan and Emraan Hashmi. It will be interesting to see, if their online marketing strategy has given the movie any edge on screens as well.