It would be absolutely wrong to say that Heeramandi makers are not trying to promote the show. For sure they are and the marketing is happening at a scale that is almost unimaginable in terms of magnitude for any other show or platform to match. The likes of Salman Khan, Alia Bhatt, Vicky Kaushal, Rekha and more are never seen together for the premiere of any OTT show but Bhansali is powerful enough to bring such esteemed guests for the premiere.
Regardless, makers are indeed putting in a lot of effort, but are all those efforts worth it?
That is a question they must ask themselves. Brand collaborations are one of the most popular ways of promotion. Barbie used it and the rest is history. But, where did Barbie use it?
In eateries. Practically anyone could go into those eateries and eat the pink Barbie burger.
Even Heeramandi collaborated with Ajio and launched some outfits. There are 6 ethnic dresses for women and they range from 9K to over 14K. In short, they launched very few but highly expensive outfits for women. The question is, is that even worth it?
Because that is clearly not targeting the masses. In India, even if women are purchasing those expensive dresses, they would prefer the local market for getting the touch and feel of the fabric.
The glittery premieres are fine but Heeramandi is missing the connection with the masses. Ideally, that should have been done through songs but only Sakal Ban could stand out. Also, people who are interested in Sufi music would rather listen to the “Coke Studio Pakistan” version of the song.
Anyways, Heeramandi’s marketing campaign is looking too elitist at this moment. Only a week is remaining and they need to grab the masses.
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