Moser Baer plans unique marketing strategy for Shaurya

    MUMBAI: Moser Baer is gearing up to release its first home production Shaurya. The company plans to launch a unique marketing campaign to promote the film. 

    The movie, directed by Samar Khan, stars Rahul Bose, Jaaved Jaaferi, Minissha Lamba and Kay Kay Menon and is slated for release on 4 April.

    The promotions of the movie will start on TV from 17 February onwards. In keeping with the title Shaurya, the makers have short-listed a few courageous people including Mahatma Gandhi, Govind Ragho Khairnar (former deputy municipal commissioner and ‘Demolition Man’), Sabrina Lal (sister of Jessica Lal), Mohd. Aslam (taxi driver who returned Rs 5 lakh that he found in his taxi) and shot an audio visual with Shah Rukh Khan’s voice over, in which they define what courage (Shaurya) means to them. This first teaser campaign will only highlight Shaurya and courageous people. It will not bring Moser Baer, Samar Khan or Rahul Bose’s name into focus.

    “It is very necessary to do something differently in this cluttered environment. In the next campaign that will follow after a week, we will link a clipping from the movie with this audio visual,” says Moser Baer Entertainment CEO Harish Dayani. The teaser will be aired on all news channels as well as general entertainment channels.

    Director Samar Khan adds, “Shaurya has a point of view therefore we have designed the campaign around courageous people. On the film’s website too there’s a blog wherein people can write about their most courageous moments.” This website was launched in the presence of Sabrina Lal and Govind Ragho Khairnar on Wednesday night. Both Lal and Khairnar blogged about their most courageous moments.

    Moser Baer is looking at releasing Shaurya indepedently by negotiating directly with either sub-distributors or multiplexes.