Pati, Patni Aur Woh takes you through a roller-coaster joyride of comedy where Chintu Tyagi is torn between his wife and the ‘other’ woman. While Tyagi solves his problems, we take you through the Pati, Patni Aur Woh marketing strategy.
Starring Kartik Aaryan, Bhumi Pednikar, and Ananya Panday as the lead actors supported by Aparshakti Khurana and K.K Raina, the movie is all set to hit the silver screens. We take a look at the Pati, Patni Aur Woh marketing strategy, tracing how the movie is creating a buzz across screens for maximum footfalls on D Day.
Enter the world of Chintu Tyagi
To generate the buzz around the movie and its theme, the brand launched intriguing and fun-filled posters introducing the lead characters- ‘Pati’, ‘Patni’, and the ‘Woh’.
Meet Chintu Tyagi
The high-maintenance ‘Patni’, Vedika
Here comes, the ‘Woh’, Tapasya
This was followed by some more quirky posters with cheeky captions on social media to set the tone for the movie.
Teasing the Trailer
The film marketers launched a teaser just before the trailer-launch. It was followed by an introduction of how ‘Chintu’ Tyagi might look by none other than Kartik Aaryan himself. The teaser involves a sketch poster of the protagonist as Kartik narrates the characteristics of Tyagi.
Trailer your way
Post the teaser, the trailer was launched with foot-tapping numbers and more comedy, highlighting the theme of the central plot.
Caught in the ire of controversy!
‘Pati, Patni Aur Woh’ was caught in the storm of controversy just after the trailer launch. The audience fumed over Aaryan’s monologue over marital rape in one of the rants showcased in the trailer.
The internet turned into a divided battleground with mixed reactions from the audience.
While the actor was thrashed by Twitterati and other social media channels, alike, Kartik’s co-star, Bhumi Pednikar came to his rescue with the statement that the movie aimed to empower both the genders and is a situational comedy.
While there’s been a lot of debate over negative advertising, mostly unintentional, it has certainly kept the movie in news, generating organic buzz from social media platforms.
Release of foot-tapping numbers
The movie has many songs and the remix of the iconic ‘Akhiyon se Goli Mare’ number. Producers and actors leveraged the moments, without a miss! These were also posted through various influencer accounts such as fan pages, Bollywood portals, et al.
We observed some interesting BTS moments, as well as from actors during the song releases and shoots.
Tu hi yaar Mera – Karthik Aaryan Fan Club
Akhiyon se Goli Maare
Behind the screen
#DheemeDheemeChallenge with Deepika Padukone
Dheeme Dheeme song popularized a hook-step by Kartik Aaryan that has been leveraged by the movie makers massively. The audience, influencers, and even Deepika Padukone grooved to the step and sportingly took the #DheemeDheemechallenge.
It all started with Padukone’s Instagram messages to the lead actor from the movie.
This led to the stars performing at the CSIA T2 in an impromptu manner (which appears to be like an influencer initiative)
The challenge soon went viral with influencers, audiences, and dancers grooving to the song in the socioverse.
Grooving with the Audience
The Love triangle on Wynk Music
The movie songs featured on many apps including Wynk Music with promotions around the release.
#VedikaLoveline to your rescue!
Taking the fun-quotient and the relatability quotient a notch higher, the movie marketers launched a social media campaign where Bhumi solves problems of distressed husband and wives through an exclusive, #VedikaLoveline.
The social media campaign also presented a hilarious outlook on some situations with Bhumi Pednikar.
While the audience certainly gets the whiff of the plot from the trailer, one of the most noticeable aspects of the movie is its dialogues. Also, with Kartik on the prowl, one can always expect hilarious monologues and rants on life delivered in an impeccably frustrated tone.
With the success of his rant in Pyaar Ka Punchnama 1 & 2, the creators not only leveraged wordplay in the movie but also in their marketing strategy.
Lag Gayi Lanka
Haalaat se Pareshan
Hasi toh Phasi
This scene even introduces Chintu’s father with delectable Kulfis 😉
Presenting Nair and Nayer
Marketers for the movie even collaborated with various reality shows and known platforms like iDiva leveraging the theme. It started with THE ‘Nair and Nayer’.
The popular series presented the theme with the classic couple from the iDiva team depicting the suspicion and dilemma in a laugh-a-riot episode.
The stars went on a promotion-spree with reality shows like Nach Baliye and others.
The Bigg Boss of reality shows
Ananya Panday set the temperatures soaring with her presence on Big Boss with none other than Sallu Bhai!
The Kapil Sharma Show
The comedy saga continued with the cast making an appearance on Kapil Sharma show with Krushna occasionally taking a jibe on remixing his ‘mama’s’ song in a light-hearted way.
The movie artists led from the front by promoting the film on Indian Idol. Powered by T-series, the marketers posted promotional snippets from the show.
The cast of Pati Patni Aur Woh went live on Dailyhunt’s Instagram page a few days from the release of the movie. It attempted to make the audience interact with the stars and enhance the relatability-factor.
With the fun-quotient going higher and the heat elevating, it was only time that the memers got into action. Social media saw a flurry of memes around the movie’s controversy, hilarious scenes, and more.
Movie marketing for Pati, Patni Aur Woh involved hilarious memes, stars leading promotions, style, glitz, and, and light-hearted social media campaigns. While the movie covers all the bases of a thorough digital marketing campaign, there is nothing particularly out of the box done by the makers.
With the central theme and the chocolate-boy Kartik Aaryan, will the efforts pave the way to staggering box-office numbers and Housefull theatres?