Social Samosa takes a look at Padmaavat’s movie marketing strategy and how digital media helped the film see the light of Box of Office.
Sanjay Leela Bhansali’s period drama Padmaavat has been mired in a slew of controversies ever since the project was announced by the producers. The protests and furore, led to the movie release getting postponed from December 1 to January 25. Touted as one of the biggest block-buster of 2017, unrest and tension around the country, led to the delay and controversies. The movie finally saw the Box Office light today and it has been quite a tumultuous journey till now.
It all started with Karni Sena, a caste-based political outfit, vandalizing the sets erected at Jaigarh Fort in Jaipur. Videos surfaced of the fringe mob assaulting director Bhansali along with shouting anti-Padmaavat slogans. The damage included destroying expensive film equipments as well.
The sudden news surfacing of the alleged intimate scenes between Deepika Padukone, playing the role of Rani Padmaavati and Ranveer Singh, who is Alauddin Khilji in the movie, led to more tension. The actors as well as the director came out in public and made clarification about the absence of such scenes. Post which, a BJP leader from Haryana offered a bounty of INR 10 crore for anyone who could behead Deepika and Bhansali. To add to it, CBFC Chief Prasoon Joshi expressed his disappointment with the Padmaavat makers for showing the film to a few media persons before submitting it to the Censor Board last year in November.
Earlier this month, the Censor Board suggested few cuts and also the removal of the letter ‘i’ from the original title Padmaavati for the movie to finally release. Last week, Supreme Court lifted the ban imposed by four states on the screening of the movie. The duo Ranveer and Deepika were asked not to make any public appearances together before the release of the movie, lest they end up causing more friction to the already controversy-engulfed movie which is accused of distorting history.
Security has been beefed up across states and the Supreme Court has directed state governments to ensure that law and order is maintained.
Unlike other big-budget movies, which usually bank on last moment promotions and content tie-ups on the internet, Padmaavat is is being forced to keep a low profile. However, digital has played a huge role in spreading awareness and has made it easier for the makers to have their word conveyed to the public. In spite of the controversies, Padmaavat has garnered tremendous support from the general public, who stood firmly with the makers and the actors, even when the film got banned and open death threats were given to the actors.
Social Samosa takes a look at how digital has helped controversy mired Padmaavat see the Box office light. and garner the much needed support.
Sanjay Leela Bhansali’s clarification video
The movie trailers released earlier this month has garnered a lot of viewership and crossed millions of views in a short span of time. A Tamil trailer and poster of the movie was also released recently.
The song Ghoomar which created huge controversy clocked more than 95 million views online till now. In fact, according to recent reports, Deepika’s midriff has been covered in the new version of the Ghoomar song.
Bollywood fraternity showed their support in times of crisis
It was extremely encouraging to see the Bollywood fraternity, from Anurag Basu to Shabana Azmi showing their support on Twitter and standing by the actors in their times of crisis. In response to the Padmaavat ban, Renuka Sahane’s post demanding a ban on important issues like sexual molestation, female foeticide and rape has gone viral on social media.
Twitterati were in splits with the title change of the movie.
When CBFC suggested the removal of the letter ‘i’ from the earlier title Padmaavati, Twitterati had a gala time making fun of the situation and pitied the sad state of affairs.
Since Tanishq has been involved in the making of the exquisite jewelleries in the movie, their promotion on the internet talks about this association. Other brands like BookMyShow, Paytm Entertainment and UC News have been giving cashbacks and discounts on the purchase of movie tickets.
Ticket booking platform BookMyShow took a hilarious dig at the removal of the letter ‘i’ from the original title Padmaavati in their digital ad. Their TV ad also spoke about the hush-hush attitude of everyone around the movie and how it has become the talk of the town.
— Paytm Entertainment (@PaytmTickets) January 24, 2018
— BookMyShow (@bookmyshow) January 24, 2018
.@filmpadmaavat releases soon with a chance for you to win a TV and free movie tickets. Follow this https://t.co/0yPtq9HKw5 and queue up now! #PadmaavatOnUC @RanveerOfficial @deepikapadukone @shahidkapoor @Viacom18Movies pic.twitter.com/Vx7fKQdhDF
— UC News (@UCNews_India) January 18, 2018
@filmpadmaavat, the official Twitter handle of Viacom18 Motion Pictures and Bhansali Production’s Padmaavat is being used to share all the information around the movie. The actors’ Twitter accounts are also being used for movie to create buzz for the online audience.
Want to know how you’d look as Padmavati, Khilji or Maharawal Ratan Singh? Use #ThePadmavatiLook, #TheKhiljiLook or #TheMaharawalLook, send us your picture & see yourself transform!@RanveerOfficial @deepikapadukone @shahidkapoor
— Padmaavat (@filmpadmaavat) January 24, 2018
be among the first few to watch #Padmaavat today! Book your tickets to an exclusive preview NOW on Book My Show! https://t.co/2pR4DDkMMz & Paytm: https://t.co/G9CAkd92HD #PadmaavatPreviewToday @filmPadmaavat @RanveerOfficial @shahidkapoorhttps://t.co/GmphfTKizL
— Deepika Padukone (@deepikapadukone) January 24, 2018
Be among the first few to watch #Padmaavat today! Book your tickets to an exclusive preview NOW on Book My Show: https://t.co/JVP1lrIpUr & Paytm: https://t.co/jPUPB9FiQw #PadmaavatPreviewToday @filmPadmaavat @deepikapadukone @shahidkapoorhttps://t.co/XzWfg5EsLK
— Ranveer Singh (@RanveerOfficial) January 24, 2018
Be among the first few to watch #Padmaavat today! https://t.co/nAObo9iTcg
Book your tickets to an exclusive preview NOW on Book My Show: https://t.co/tS5OvqEq72 & Paytm: https://t.co/JCkS2CAYqk #PadmaavatPreviewToday @filmPadmaavat @RanveerOfficial @deepikapadukone
— Shahid Kapoor (@shahidkapoor) January 24, 2018
Positive Social media noise before the final release
Twitter was filled with positive reviews just before the release of the movie. From film stars to journalists, there was a lot of positive sentiments a day before the movie released in theatres.
— taran adarsh (@taran_adarsh) January 23, 2018
The movie we all have been waiting for releases this Thursday 25th January. Looking forward to #Padmaavat. @deepikapadukone @aditiraohydari @RanveerOfficial @shahidkapoor @AndhareAjit @Sudhanshu_Vats @Viacom18Movies @bhansaliprod_fc #Blockbuster https://t.co/ydqCe7dGsL
— Raj Nayak (@rajcheerfull) January 22, 2018
— Atul Mohan (@atulmohanhere) January 23, 2018
— Neeti Mohan (@neetimohan18) January 21, 2018
Spectacular film #Padmavaat in which @deepikapadukone looks ravishing, @RanveerOfficial outclasses all with sheer acting brilliance, a film which is a PAEAN to Rajput glory. Karni Sena, go watch the movie pls!
— Sagarika Ghose (@sagarikaghose) January 24, 2018
Sanjay Leela Bhansali has gone through a lot.Yet he gives a balanced perspective of what he must have felt is right.More than who's white and who's black,it's the discovery of Grey that makes #Padmavaat so https://t.co/06SZCWXJMW don't want to miss this Gem.Go Watch!
— Faridoon Shahryar (@iFaridoon) January 24, 2018
Karni Sena must be amazed to read critics' reviews of #Padmavaat.
People giving opinions about a movie *after* watching it.
— Sorabh Pant (@hankypanty) January 24, 2018
The hashtag #Padmaavat has created enough noise on social media in the last few days. According to hashtag tracking tool KEYHOLE, #Padmaavat has acquired 34,595,530 impressions and 34,125,181 unique users on the internet.
The sentiment score of the hashtag is 22.7 percent positive, 18.5 percent negative and 58.9 percent neutral.
It will be interesting to see if Sanjay Leela Bhansali’s magnum opus Padmaavat will manage to strike gold at the Box-office collections in spite of all the controversies surrounding it.