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.
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.