Aamir Khan in marketing overdrive to promote Jaane Tu

MUMBAI: Aamir Khan has personally taken up the responsibility to pump up his upcoming production venture – Jaane Tu… Ya Jaane Na.

On Sunday evening, Businessofcinema.com’s editor received a personal phone call from the actor himself extending an invitation for the premiere of his home production. At first, our editor thought it was a prank call but 20 seconds into the conversation, realisation struck that it was actually Aamir Khan on the other end of the line.

Apart from select media, Aamir has also been making calls to his friends and associates from the industry to invite them for the premiere.

With Aamir taking personal interest in promoting his film, it’s clear that film marketing is not about spending pots of money but about doing the right things with the right people at the right time. In today’s day and age, when recall value is low and the clutter high, a film like Jaane Tu… Ya Jaane Na with a new actor and a new director would have come and gone were it not for Aamir and his unique marketing mantra. Moreover, thanks to his selective nature, anything that Aamir associates with is likely to get its fair share of attention under the sun.

Jaane Tu… Ya Jaane Na will see the launch of two debutants – actor Imran Khan (Aamir’s nephew) and scriptwriter turned director Abbas Tyrewala. The movie will also see yesteryears producer Mansoor Khan (Aamir’s cousin and son of filmmaker Nasir Hussain) returning to production after a hiatus.

Incidentally, this is also the first film under Aamir Khan Productions, which does not star Aamir. To top it, the movie is being released alongside Love Story 2050, which will see the debut of another actor – Harman Baweja.

In order to ensure that Jaane Tu… Ya Jaane Na gets all the media hype and mileage pre-release, Aamir has been meticulously planning its promotion and marketing. From being on the cover of a glossy film magazine along with Imran, to appearing on Sony’s Dus Ka Dum show, which is hosted by Salman Khan, the actor – producer is all out to make sure his nephew and his film get all the attention.

Aamir has also tied-up with Zee Cinema for a contest for colleges called Imran Khan Ko Jaane Tu Ya Jaane Na where viewers have to answer two questions. Imran will be visiting the college that will top the participation in the contest. Zee Cinema has also undertaken a marketing campaign including outdoor adverting, below-the-line activities and on-ground activities to promote the show.

In a recent interview with Businessofcinema.com, Abbas Tyrewala said, “Right now if people are interested in the film and you are talking to me, it is solely because it is an Aamir Khan Production film. Today as I am talking to you, it is not because you have seen my film and liked it. But if you talk to me after seeing the film and liking it; it will be because I have made the film.”