Marketing strategy of Shaurya

Shaurya is the first movie of Moser Baer. For promoting the movie, Moser Baer has taken an exceptional marketing approach. The film makers went to some people who displayed courage in real life and made an audio visual with Shah Rukh Khan’s voice in the background. Business of Cinema reports:

The promotions of the movie will start on TV from 17 February onwards. In keeping with the title Shaurya, the makers have short-listed a few courageous people including Mahatma Gandhi, Govind Ragho Khairnar (former deputy municipal commissioner and 'Demolition Man'), Sabrina Lal (sister of Jessica Lal), Mohd. Aslam (taxi driver who returned Rs 5 lakh that he found in his taxi) and shot an audio visual with Shah Rukh Khan's voice over, in which they define what courage (Shaurya) means to them. This first teaser campaign will only highlight Shaurya and courageous people. It will not bring Moser Baer, Samar Khan or Rahul Bose's name into focus.

According to Moser Baer Entertainment CEO, Harish Dayani, they wanted to do something exceptional. The company plans to air the teaser in all news and entertainment channels.

I think this is a very good idea. In Bollywood, army films shows conflict between Pakistan and India. People have become bored seeing such movies. Shaurya, is a movie on Indian army but it reveals a different dimension except armed conflict and I think this teaser is a very well planned approach to describe the essence of the movie.

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Business of Cinema