Indian television and film producer Ekta Kapoor is well known for using unique marketing strategies to promote her upcoming films. Her recent supernatural film "Ek Thi Daayan" has been in the news from quite sometime.
Ekta, the film's producer, has now decided to distribute Hanuman Chalisa, verses written by Tulsidas, to audiences in selected multiplexes in Mumbai and Delhi.
"Viewers entering select plexes in Mumbai & Delhi to watch #EkThiDaayan will be given Hanuman Chalisa," trade analyst and film critic Taran Adarsh tweeted on Wednesday.
"Always known for its unique marketing strategy, Balaji has come up with another clutter breaking and innovative thought for #EkThiDaayan."
Earlier, Ekta created a mega-series "Ek Thi Naayika" to promote the upcoming supernatural film on television. The 16-episode series features the television industry's and Ekta Kapoor's favourite leading ladies like Smriti Malhotra Irani, Sakshi Tanwar, Aamna Sharief, Mauli Ganguly, Shweta Tiwari, Kritika Kaamra, Pooja Gaur and Ankita Lokhande.
The mega series is being aired on Life OK channel during weekends. It also features characters from the film, including an appearance by Emraan Hashmi.
The supernatural film is set to hit theaters on 19 April. The film is co-produced by Vishal Bhardwaj and features Emraan Hashmi, Konkana Sen Sharma, Huma Quershi and Kalki Koechlin in important roles.
Promotion of Bollywood films are undergoing a 360-degree change. Earlier, promotions used to happen in the top eight metro cities, but today filmmakers are targeting other cities to gain a wider audience reach.
Last year, Salman Khan promoted his action comedy film "Dabangg 2" on reality show "Bigg Boss" season 6. Salman, who was the host of the shows, released teaser, trailer and much-hyped item song "Fevicol Se" of "Dabangg 2" on the reality show.