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Viacom 18 Motion Pictures propagates 'Neel Dharam' for upcoming movie

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | March 09, 2015
Mumbai-based agency New Clear Ideas has conceptualised a quirky BTL campaign to promote the Naseeruddin Shah-starrer 'Dharam Sankat Mein'.

Viacom 18 Motion Pictures has taken a unique route to promote its latest movie 'Dharam Sankat Mein'. Starring Naseeruddin Shah, the movie revolves around the life of a religious leader and a man's dilemma around personal loss and faith.

Bringing Shah's character of a religious leader to the roads, Mumbai-based agency New Clear Ideas has created an innovative BTL campaign. The pre-launch campaign, called Neel Dharam, consists of men dressed in blue (neel), who are going around town and displaying slogans pertaining to religion and faith, such as these - 'Neel Dharam pe chalo, apne dil ki karo' and 'Neelanand Baba ki jai ho'. The men are also patrolling the streets in blue bicycles (neel vahaans), staying true to the campaign theme. In select multiplexes, audiences were also invited to register themselves as Neel Bhakts.

Neel Dharam is a BTL activity to promote the movie Dharam Sankat Mein

The campaign started on February 1, 2015, and will continue till April 17. It is being promoted not just in Mumbai, but also in various metros and tier I cities. Meanwhile, the digital promotions are being done through Facebook, Twitter and WhatsApp. The Facebook page also has a countdown to a 'Neel Satsang'. Funky and quirky things have also been uploaded to pique audiences' curiosity, such as the 'Neel Pranaam' and the Neel anthem. There is also something called the Yo Yo Neel Honey Singh Aasan, as well as the Neel Triphala Churan - which take cues from popular culture. A site has also been created for the movie.

The trailers for 'Dharam Sankat Mein' will launch on March 5. The movie also marks the return of actor Paresh Rawal after a long hiatus. Actor Annu Kapoor will also be a prominent part of the movie.