Ek Deewane Ki Deewaniyat's Disruptive Marketing Tactics Deliver Surprise Bollywood Hit

In a surprising turn of events, the Diwali release Ek Deewane Ki Deewaniyat has emerged as a huge hit at the box office. The credit for this success goes to the film's marketing team, led by Aman Gill and Gaurav Verma, who employed a disruptive strategy that defied industry norms.

Gill and Verma, in an exclusive interview, revealed that their approach centered around positioning the film as an "intense romance" and making the music the hero of the campaign. They purposefully avoided releasing the soft, romantic song "Khoobsurat" before the film's release, instead focusing on building anticipation around the passionate, intense nature of the story.

The marketing duo also decided against the traditional pre-release interview blitz, believing that the audience's decision to watch a film is primarily driven by the assets, such as trailers and songs, rather than numerous interviews. Instead, they invested Rs. 2 crores in amplifying the film's music across various platforms, ensuring that the songs became ubiquitous.

Furthermore, the producer, Anshul Garg, made a bold move by releasing the film theatrically without pre-selling the satellite or digital rights. This unconventional decision paid off, as the team believed that the post-release value in these markets would be higher.

The strategy proved successful, with the title song reaching 120 million views on YouTube and the film's music becoming a chartbuster. The lead actors, Harshvardhan Rane and Sonam Bajwa, also gained significant popularity, further contributing to the film's success.

In the end, Ek Deewane Ki Deewaniyat's surprise triumph at the box office can be attributed to the innovative and disruptive marketing approach adopted by Aman Gill and Gaurav Verma, as well as the producer's unwavering faith in the film's potential.