Karan Johar is all busy these days. The trailer of Brahmāstra Part One Shiva has created a boom all through the nation and another big project is getting released just this week.
Jug Jugg Jeeyo starring Varun Dhawan, Kiara Advani and Manish Paul with veterans such as Anil Kapoor and Neetu Kapoor is a full-on family entertainer drama with comedies, dance numbers and all the ingredients of a typical Bollywood entertainer.
Even the promotions are going really well and the film has generated a decent buzz.
But Karan Johar has taken a step which Vivek Agnihotri did for his unforgettable “The Kashmir Files”.
If you remember then one marketing strategy which single-handedly changed the fate of “The Kashmir Files” was to share the audience’s reaction.
People on social media melted to see the effect the film had on people. Now, Karan Johar has done exactly that.
He organised a screening before the film’s release and shared the audience’s reaction.
https://twitter.com/karanjohar/status/1538888989477769217?t=9l13QemJ9GaYh3Qut9WbvA&s=19
The cast of the film was present in the theatres and needless to say, the audiences were singing praises for the film. An opposite reaction was never on the cards but will it really work?
The case with The Kashmir Files was completely different than what it is for Jug Jugg Jeeyo. In no time, people started commenting “Paid Audience”.
This reaction wasn’t unexpected though but it’s extremely doubtful whether this strategy will work.
If it is Karan Johar then we can definitely expect better strategies.
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