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    Home > FeaturesSHANGHAI: Exceptional marketing of the unconventional film

SHANGHAI: Exceptional marketing of the unconventional film

Tuesday, June 05, 2012 6:41:35 PM (IST) | Enkayaar, Bollywood Trade Editorial


Trust Dibakar Banerjee to sail against the wind and not rely on the PR agencies and the conventional marketing tools to promote his upcoming film SHANGHAI. SHANGHAI being a film that is a close look at the manner in which the Indian political, bureaucratic and social system is functioning, what better way to promote the film than through the famous addas of Jawahar Lal Nehru University, aka JNU.

For the uninitiated addas in JNU are famous for hot discussions on hot topics in vogue and the serene surroundings of JNU with undulating rock formations provide interesting background for discussions. Dibakar Banerjee being the Delhi boy, would have been aware about the outreach of these addas of JNU and therefore took the chance of using one such platform to interact with the students of JNU, with SHANGHAI as the prop.

JNU apart from being the nursery that fosters political ideologies also is the place that contributes to bureaucracy in large numbers as well. SHANGHAI therefore was an opportune platform to interact with the students and to assuage their feelings about the film, as also about the political situation per se.

The meeting was attended by Kalki Koechlin and Abhay Deol, while Emraan Hashmi was conspicuous by his absence. The discussion also dwelt upon ‘Bharat Mata Ki Jai’ song, and Dibakar Banerjee had to clarify that it was not an item song, as the crowd felt, but it was a stark comment on the state that Bharat Mata had fallen to. ‘Bharat Mata Ki Jai’ song, incidentally harks back to the times when the slogan: ‘Mera Bharat Mahan’, had become buzzword for the abject state of public affairs, situation has not improved from that point of time, but has rather become more acute and therefore perhaps Dibakar Banerjee through the song ‘Bharat Mata Ki Jai’, tries to underline the chutzpah about those who are running the state of affairs.

For Kalki Koechlin, who egged on the participants to ask questions to her so that she could respond to them it was a mixed response as the audience took time to connect with her, but the audience had a ball with Abhay Deol and Dibakar Banerjee.

It is a nice initiative undertaken by SHANGHAI team to connect with the next generation of youth in their campuses. One only hopes that this interaction would also travel across to campuses situated in the Hindi heartland as well, as these are the places which are the nursery for politics as also bureaucracy at junior levels and senior levels as well.

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Tags : Shanghai, Emraan Hashmi, Abhay Deol, Kalki Koechlin, Dibakar Banerjee

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