Inside Brahmastra Marketing Strategy - An 'astraverse' of tactics

Sneha Medda
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Brahmastra marketing strategy

Bollywood’s most anticipated movie Brahmastra hit the screens last week. At the heart of its marketing strategy was the real-life Ranbir-Alia couple and the movie's music album.

Brahmastra a movie that took more than 5 years to hit the theatres, finally arrived. Apart from the block buster’s anticipated release, fans looked ahead to Ranbir Kapoor’s comeback on the big screen along with the real-life couple Ranbir and Alia’s reel-life chemistry. The makers included all these factors and more to create an extensive marketing strategy.

Brahmastra Marketing Strategy

Sky-High Logo Reveal

With the movie being in the making for years prior to its release, the makers unveiled the movie's name and characters' names in a unique way. On the eve of Mahashivratri 2019, the star cast and the flick’s director, lit the sky of Pryagraj at the Kumb Mela event with drones to form the movie’s name. 

The Kesariya & RAlia Takeover

During the making of this film, the reel-to-real-life couple created a nationwide whirl and the anticipation to watch them on screen became more so relevant. Leveraging this fan-love for the couple, Ayan Mukherji - director of the film dropped a snippet of the love song ‘Kesariya’ which stared Ranbir & Alia as a gift for the couple's nuptials. 

This short snippet didn’t only create a buzz within RAlia shippers, but the whole nation was hooked on it and soon it became ‘The’ song for Bollywood lovers. From reels to covers, this short teaser worked its charm and helped generate hype for the movie which in turn helped the creators draw attention. 

Not long after the teaser, the full-length song dropped and the fans weren’t the most delighted with the lyrics. As the internet started trolling the ill-fitted lyrics of the song, the movie generated much more traction towards it. 

From fans to brands, everyone on the internet joined the ‘Kesariya’ trend that made the song play from a different angle for the movie’s promotion. 

Nationwide Reach

From the very beginning, Brahmastra Marketing Strategy was received by a wider reach with the audience. This didn’t limit to Bollywood, as the makers announced that the movie would be released in 5 languages including Hindi, Tamil, Telugu, Malayalam, and Kannada and would be distributed by Telugu film director S. S. Rajamouli presenting the dubbed versions in the latter four South Indian languages. 

Apart from this, the makers roped in Telugu star Jr. NTR to a pre-release event in Hyderabad which ensured the movie reached the audience in the South as well.

Connecting with the youth of Bombay, the makers joined hands with IIT Bombay’s ‘Mood Indigo’ festival. Where the stars and the director interacted with the audience. Apart from talking about the movie, the celebs also unveiled the festival’s 52nd edition for the people.

Also Read: Brahmāstra launches creatives into Astraverse

Social Media Interaction

The makers of the film heavily depended upon the film’s social media pages to reach the audience as well. Brahmastra’s official Instagram account initiated a #FanFocusedFriday event that included fan arts and recreations of the movie’s scenes and songs. This gave a shoutout to the creators and kept the audience engagement at its peak. 

The makers collaborated with Book My Show & PVR as their official online ticket booking platforms.

Other than this, the makers went together at Cinepolis Theaters as well to promote the in-theatre experience. 

International Reach

A collaboration with YouTube India led to the movie’s posters and hoardings to display in Times Square and in LA. Following this, a live event was held on Youtube with Ayan, Ranbir & Alia to celebrate the Musical journey of Brahmastra where they released the teaser for ‘Dance Ka Bhooth’.

Brand Collabs

From the get-go, Brahmastra had a very vast soundtrack and audience engagement had been great. Taking this into the account, the makers got together with Spotify to create a TVC starring Alia and Ranbir highlighting the movie’s songs and the perks of the app. 

Lastly, as the couple had just tied the knot before the movie’s release, to promote the film and their chemistry on screen as well as off-screen, they sat with IMDb for an exclusive segment Burning Questions’ answering about each other’s favourite performances and more.

Brahmastra has been one of the most anticipated films in Bollywood for nearly two years now. The Brahmastra Marketing Strategy for the film reflected this enthusiasm, as the makers left no stone turn unturned, to keep the buzz alive.

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