MUMBAI: Pyar Ka Punchnama is all set to return with new twist. Viacom18 Motion Pictures has lined up a unique marketing campaign to promote the movie. Kick-starting the teaser with #DilKaJail standees across multiplexes pan India, the studio set the tone for a quirky yet relatable marketing campaign.
Presented by Viacom18 Motion Pictures, Pyaar Ka Punchnama 2 is produced by Abhishek Pathak and directed by Luv Ranjan. The movie will release on 16 October.
Viacom18 Motion Pictures marketing VP Rudrarup Datta said, “Pyaar Ka Punchnama 2 is a cult film that defies the norms of quintessential Bollywood love stories. The film needed a quirky, standout campaign that would connect to the youth and their ideologies of love and relationships and we are delighted with the response we have received thus far.”
An interesting campaign was done by the filmmakers where cinema patrons went behind the bars, jailed by the heart and clicked funky selfies and group pictures. This was facilitated across metros and mini metros. Driving the quirk in the campaign, human banners with the tagline ‘Love is Injurious to Health’ were created and volunteers went and photo-bombed couples at various lover’s points across 10 cities.
Moreover, as the Pyaar Ka Punchnama monologue has gone viral across platforms, in an attempt to extend the idea of the monologue to the common man, an on ground contest activation was conceptualised wherein the most Pyaar mein Pareshaan boy gets a chance to win a trip to Bangkok after a successful recitation of a heated monologue.
Using radio and the digital platform as mediums, this campaign engaged people across the nation. Taking the campaign a notch higher in the release week, a Mohabbat Mukti Morcha was organised where a horde of people assembled in Juhu. From witty one liner hand posters that said Jaanu mujhe jaane do to the burning of a 3ft teddy bear - all the cliché romantic symbols that lead to false expectations in a relationship were protested against. Leading this movement were the lead actors of the film including Kartik Aaryan, Omkar Kapoor and Sunny Singh.
