Viacom18 Motion Pics launches teaser campaign for ‘Gabbar is Back’


30 Aug 2013
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MUMBAI: Viacom18 Motion Pictures has launched a teaser initiative for its upcoming action thriller ‘Gabbar is Back’.

Announcing that ‘Bad is the New Good’, the teaser campaign will reach one million touch points across 15 Indian cities.

The 360-degree promotional drive is targeted at the grassroots level to reach out to the ‘aam junta’.

Viacom18 Motion Pictures VP marketing Rudrarup Datta said, “The name Gabbar strikes the fear of the original Gabbar Singh and with this campaign, we have created witty hoardings, motion posters, and other branding elements that warn one against corruption.

The objective was to engage with the real junta at the grassroots level.

The film is an entertainer with a message and our campaign reflects the same.” Driving synergies with the film, the marketing teaser campaign revolves around the common man and his uncommon problems with rampant corruption all around.

Each branding element is customised for the campaign integrated with the original Gabbar Singh dialogues.

For example, on a teacup, the message reads ‘Chai Piyo, Chai Paani Nahi’, or on a poster, the copy reads ‘Rishwat Ka Chuna Khaaya, AB Goli Kha’.

Moreover, teaser posters were distributed at chai stalls and pan tapris at 500 outlets across 17 cities where the channel plays.

The studio claims that the campaign has already garnered 6,790 Facebook likes, 1,611 Twitter followers, and 10,574 Instagram followers in a just a few days.

Four different motion teaser videos have been launched on four film trade portals with exclusive tie-ups for each of the videos. The first teaser reportedly garnered over five lakh views on the first day

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