Jawan: The Marketing Perspective

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Jawan is an upcoming Indian Hindi-language spy film written and directed by Atlee, produced by Shah Rukh Khan’s Red Chillies Entertainment and Nayanthara’s Vayal Film Factory. The film stars Khan and Nayanthara, with Sanya Malhotra, Vijay Sethupathi

Deepika Padukone (special appearance), Sanjay Dutt (cameo), and Priyamani in supporting roles. The film is slated to be released on 7th September.

What Is Jawan Prevue All About?

The trailer starts with King Khan’s entry which is quite ambiguous. He says “ Who am I, What am I, I don’t know. My purpose and promise which I made to a mother are both unfinished.” His dialogues make everyone question the morality of the character. It seems like Shahrukh’s character in this film is going to be morally grey. He allows the audience to decide whether he is a blessing or a curse to this world. Most of the other characters are kept under wrap so its quite intriguing to say the least.


The Star Cast And Their Recent Success

Jawan boasts a stellar cast starring Vijay Sethupathi, Nayanthara, Sanya Malhotra, Ridhi Dogra and the evergreen Shahrukh Khan. Deepika Padukone has a special appearance which definitely made the fans go gaga. Talking about Vijay Sethupathi he was last seen in Farzi which garnered a lot of attention and rightfully so because of its unique storyline. 

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Nayanthara’s last venture Connect was also critically acclaimed just like Sanya’s Kathal. Meanwhile Riddhi Dogra was last seen in Asur. Overall the cast has delivered great performances in their respective last project. 

What Is The Marketing Strategy Of The Makers?

It became very prevalent and widely accepted for makers to upload motion posters followed by teasers and then a trailer in order to generate hype from the audience. However we see only the prevue which is quite refreshing and astonishing to say the least. 

The film’s marketing campaign has been one of the most talked-about aspects of the film. The makers have been very strategic in their approach, releasing teasers and trailers at key moments to generate maximum buzz.

The use of teasers and trailers to generate excitement and anticipation. 

Partnerships with brands to increase the reach of the film.

A strong focus on visual effects to create a visually stunning film.

The Atlee directorial made headlines last year when it rolled out an introductory teaser. Since then, there has been no other clip released. This has made it all the more surprising that the trailer of Jawan will be released without a pre-trailer teaser.

Another very intriguing point which needs to be noted as well is the fact that no songs have been released till now. Usually songs create a buzz which garners more eyeballs and attention. It seems like Atlee and the team want the movie to have a mysterious air around it. 

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Recently, he has been using the platform to promote the upcoming film, as he has responded to several fans’ questions about the movie. He has also shared his experience of working with co-star Nayanthara, and director Atlee, among others.

While Khan has been careful not to give away anything about the plot of the film, his presence on Twitter has been enough to keep the audience engaged. His tweets have already started to generate more interest in the movie and his fanbase is sure to come to the theatres when it releases.

So mostly the promotion of the film is done by Shahrukh through tweets. Pathaan had a similar strategy with mostly no interviews taking place and it broke box office records. 

Will Jawan Be Shahrukh’s Next Big Project?

Pathaan saw a  massive success at the box office. But now the question is whether Jawan will live up to its expectations. Shahrukh has finally revived the classic bollywood masala movies with Pathaan. Jawan being directed by Atlee has made people increase their expectations and every trade analyst is already making their predictions about this movie. 

Jawan Be Shahrukh

Jawan has fulfilled all the criterias of a  good bollywood masala film. A stellar cast, scenic and momentous locations, heroic dialogues and lastly a soundtrack which gives the perfect adrenaline rush. At the end of the day it depends on the audience whether they will watch the film or not but considering Atlee’s success at the box office, this movie is here to deliver.

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Audience Reactions

People went all crazy after seeing the prevue. Shahrukh’s bald look definitely stole the show as audiences saw a never seen avatar of him. The internet was filled with positive reviews and mostly people seem excited for it which is definitely an added advantage for Jawan. Below are some of the reactions-

Surprisingly Kamaal R Khan also praised the movie’s prevue on Twitter. He wrote, “Watched trailer of #Jawan! This trailer is proof that film Jawan is going to be huge and 100% full of south style. 80% film will be VFX. Therefore #SRK is looking like a 30 years old Launda. Director #Atlee has made a masala film like he does in south. Film will get 50Cr opening.”

Concluding Remarks

Jawan has already grabbed eyeballs. However, makers should keep in mind to keep generating the buzz. The marketing strategy is definitely risky but also quite unique. Only time will tell whether this marketing strategy was a hit or a miss. 

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