MUMBAI: BIG Music used Flash Mobs that visited Delhi malls to promote their forthcoming film Do Knot Disturb along with its music.
A group of young dancers dressed in Do Knot Disturb attire visited malls of Delhi and broke into a dance to the Do Knot Disturb soundtrack. They grooved to the songs Bebo and Mere Naal across nine malls with highest footfalls in Delhi over the weekend and reached out to more than 20,000 people.
This flash mob strategy instantly engaged the shoppers present in the malls and moviegoers entering and exiting multiplexes. After receiving a stupendous response in Delhi, BIG Music now plans to take this activation to other cities in the coming weeks.
BIG Music & Home Entertainment CEO Kulmeet Makkar said, "BIG Music has consistently believed in building greater audience interaction. Do Knot Disturb’s soundtrack is fresh, peppy and energetic and a remarkable dance album. The flash mob activation is an extension of the music’s clear mass appeal and we are sure audiences will be intrigued by these enthusiastic and unexpected performances."
Do Knot Disturb a co-production between BIG Pictures and Puja Entertainment is all set to release worldwide on 2 October, 2009