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Releasing this Gandhi Jayanti, War stars Hrithik Roshan and Tiger Shroff. War movie marketing strategy is centred on promoting them as opponents.
What happens when an agent has to put a gun to his mentor's face? It can be ascertained from the trailer that War is a movie about an agent who has gone rogue and the only person who can tackle him is his student. The exchange between Hrithik Roshan (mentor) and Tiger Shroff (mentee) is about these lessons and how to stay true to them. Every face-off in the narrative is a chance for viewers to pick teams and select between the two. This can be evidently seen in the War movie marketing strategy too.
#TeamHrithik or #TeamTiger - Whose side are you on for this #WAR? In cinemas on 2nd Oct. @iHrithik @iTIGERSHROFF @Vaaniofficial #SiddharthAnand #HrithikvsTiger @War_TheFilm pic.twitter.com/7ERdZtKtA8
— Yash Raj Films (@yrf) September 23, 2019
Going personal
Hrithik Roshan and Tiger Shroff both extensively used their personal profiles to create buzz for the movie and strengthen their teams. They replied (quote tweet feature) to various people who appreciated the trailer or their dance moves. This helped add a personal touch to the communication as well as increase its reach.
Hi Guys! I have a personal request to make. We have made #WAR with a lot of hard work, blood, sweat and love. Please protect our spoilers when you see the film because it will immensely add to everyone’s movie watching experience. Trusting you all with this.
— Hrithik Roshan (@iHrithik) October 1, 2019
Happy to be considered worthy of being in company of some tremendous dancers. Thank you Bharathi. https://t.co/hwTkAEJFda
— Hrithik Roshan (@iHrithik) September 23, 2019
Thats a huge compliment! thank you so much! https://t.co/pUeEORvqEU
— Tiger Shroff (@iTIGERSHROFF) September 22, 2019
Contest alert
A contest was run by Yash Raj Films across social media platforms, encouraging people to answer simple questions and win merchandise. The questions asked were related to the movie with an aspect of nudging people to watch the trailer of the movie.
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Multi-lingual approach
Cinema listing creatives have been extensively shared to ensure that people know about the spaces they can watch the movie at. One of the interesting aspects of the War movie marketing strategy was how they shared every official posted in Tamil and Telugu as well. They were effectively able to portray the scale of the movie's release in the country. It also added a layer of inclusivity to the mix.
Also Read: A look at Dream Girl marketing strategy on release day
View this post on InstagramA post shared by Hrithik Roshan (@hrithikroshan) on
War dance moves
With both the male leads being known for being good dancers, a strong selling point of the movie is the visual treat that the songs have been portrayed as. Two songs, in particular, Jai Jai Shiv Shankar (where both the male leads dance their heart out in celebration) and Ghunghroo (a romantic number with the female lead played by Vaani Kapoor) were used extensively to create interest in the movie.
View this post on InstagramA post shared by Yash Raj Films (@yrf) on
View this post on InstagramA post shared by Yash Raj Films (@yrf) on
View this post on InstagramA post shared by Yash Raj Films (@yrf) on
Television appearances
In order to promote War, Hrithik and Tiger went all out on prominent prime time reality shows like Nach Baliye and The Kapil Sharma Show. Here, there were two prominent themes — dance and entertainment. They participated in the shows, danced to the tunes of their upcoming movie, interacted with audiences and entertained viewers with comedy. The aspect of two teams reflected here as well and was well integrated with dance-offs.
View this post on Instagram? #jaijaishivshankar #warpromotions #nachbaliye #war #hrithikvstiger @starplus
A post shared by Tiger Shroff (@tigerjackieshroff) on
View this post on InstagramThe bathroom singer in me coming out! #warpromotions #thekapilsharmashow #hrithikvstiger #war
A post shared by Tiger Shroff (@tigerjackieshroff) on
View this post on InstagramOur kind of riot before the War! Laughter is indeed the best medicine.
A post shared by Hrithik Roshan (@hrithikroshan) on
Magazine covers
Going the traditional route, the lead actors of the movie featured on multiple magazine covers, something they took to social media to promote. The covers helped establish the lead pair as a desirable couple and the lead actor as one to watch out for. This not only added value to the movie as a brand but also their personal brands. The story pegs, of course, were direct promotions of the movie.
View this post on InstagramA post shared by Hrithik Roshan (@hrithikroshan) on
What are your thoughts on the War movie marketing? Feel free to tell us in the comments or write to us at content@socialsamosa.com