MUMBAI: Yash Raj Films, which released Rab Ne Bana Di Jodi on 12 December, 2008, has pumped up its outdoor publicity campaign burst in Mumbai two weeks after the movie released.

This is the first time ever that Yash Raj Films has done such a publicity campaign post release.

Speaking to Businessofcinema.com, Bright Advertising head honcho Yogesh Lakhani informed that while pre-release YRF had put up approximately 29 hoardings of the movie in Mumbai, the post-release campaign comprises close to 100 hoardings across the length and breadth of Mumbai.

The new campaign sports the movie’s lead actors Shah Rukh Khan and Anushka Sharma with ‘Blockbuster Hit’ written over it.

Pertinent to note here is that the movie has done net collections of Rs 150 million in its second week. No Hindi movie was released the week after Rab Ne’s release, which only helped the movie at the box office. Moreover, now with the release of Aamir Khan’s Ghajini, the number of shows for Rab Ne at theatres will be seeing a dent.

While Rab Ne grossed Rs 900 million (Rs 90 crores) in its first week worldwide; Ghajini makers are expecting the movie to gross Rs 700 million (Rs 70 crores) only from India in just five days (24 – 28 December). The overseas collections for Ghajini are still to be tabulated on account of the holidays.

The post-release outdoor publicity burst by Yash Raj Films has definitely kept the movie fresh in the minds of onlookers even after two weeks. Moreover, Ghajini shows being houseful might just end up directing the audience to watch Rab Ne. From hereon, the movie’s performance at the box office will be interesting to watch.