Zara Hatke Zara Bachke movie marketing gets Vicky Kaushal and Sara Ali Khan to explore India’s culture

Shamita Islur
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Zara Hatke Zara Bachke movie marketing

The Zara Hatke Zara Bachke movie marketing was backed by Vicky Kaushal’s love for music, the tour through the local flavours of Indian cities and towns and highlighting the leads’ chemistry.

The internet seems ‘obsessed’ with the viral video of actor Vicky Kaushal making the rounds as he was seen vibing to Riar Saab’s song by the same name. 

For the three-week-long movie promotions of ‘Zara Hatke Zara Bachke’, vibing to the soulful and upbeat music from the movie backed by the male lead, Kaushal’s love for Punjabi songs and getting a taste of the country’s local flavours took the centre stage for the marketing team.

The movie, which released on June 02, 2023 has managed to rake in Rs. 22.59 crore in its first weekend. Starring Sara Ali Khan and Vicky Kaushal as a newly married couple from a small town, the film follows their search for a home separate from the latter’s meddling family which ultimately leads to a comedy of errors. 

Banking on Stardom and music fandom

The promotions started with the leads creating buzz for the trailer launch by posting a picture together which fit the movie’s theme. Following the trailer launch, the duo began the music fest and danced to their songs. 

Maddox Films asked the netizens to join in by creating their own version of the reels, which was then promoted on their Instagram stories, leading to the songs trending in the socio-verse. ‘Phir Aur Kya Chahiye’ song was dropped on June 02 and it has seen 3.3 million reels on Instagram as of today. 

Fans also got an opportunity to meet the duo at offline events by engaging with the content created by Maddox. 

What followed was a slew of memes, which were based on the movie’s theme and were intended to engage the audience. 

This was followed by the viral video where Kaushal appears to be vibing to the Punjabi song ‘Obsessed’ at a promotional on-ground event with his co-star. The star’s easy-going and up-for-anything attitude led to him dancing with people to the songs from the movie. 

Kaushal also collaborated with influencers such as Sonal Devraj, Nicole Concessao, and Sonali Badhuria.

The song ‘Tere Vaaste’ is currently trending on Instagram and has generated over 700K reels. 

Sara Ali Khan also did her popular ‘knock knock’ joke, with a ‘Zara Hatke Zara Bachke’ twist. Her rhymes were also based on the movie. 

Also Read: ‘Across the Spider-Verse’ Movie Marketing strategy jumps multiple universes

Going local and leveraging IPL’s popularity

The on-ground promotional events didn’t just involve interacting with fans but the duo also explored what the cities are made of. As the two went shopping and eating along the streets of Kolkata, Indore, Ahmedabad, Jaipur and more, it created a perfect image of what couples would do on dates. 

The stars also joined the IPL craze and celebrated the final match between Gujarat Titans (GT) and Chennai Super Kings (CSK) which was won by CSK. 

At the IIFA’s this year, Sara was also seen creating fun content with celebrity Rakhi Sawant.

Sara and Vicky partook in the engagement by showcasing their cheeky side and appeared on the Kapil Sharma Show, got featured on IMDb's YouTube channel and more.

Ultimately, the larger goal was to promote the movie and the couple’s chemistry with one another which was what the Zara Hatke Zara Bachke movie marketing strategy relied on. 

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