On November 6th, Bollywood actor Ranveer Singh launched the much-awaited graphic web series, Blazing Bajirao, at a popular suburban multiplex.Blazing Bajirao is a unique marketing initiative from Eros International’s on-demand entertainment portal, ErosNow for Sanjay Leela Bhansali’s magnum opus, Bajirao Mastani. A first for the Indian film industry, Blazing Bajirao is a digital graphic series, created to familiarize audiences with the life and history of the lead characters—Bajirao and Mastani—ahead of the release of the film Bajirao Mastani on December 18.
The graphic series will be followed by the launch of the Blazing Bajirao Game, which focuses on the legendary Peshwa’s search for supremacy in an epic hunt for love and glory. The game will soon be available exclusively on ErosNow, while the app will be available for download on the App Store and Google Play.
On the occasion of the launch, lead actor Ranveer Singh said, “Blazing Bajirao is an attempt to tell our young audiences about the legend of Peshwa Bajirao. Bajirao was a master strategist and a warrior and this web series highlights the various facets of his personality and the skills he possessed. Blazing Bajirao gives you important historical nuggets on him, but in a cool, creative and engaging way.”
Speaking on the origin and creation of Blazing Bajirao, which is an innovation in film marketing, Rishika Lulla Singh, CEO, Eros Digital said,
“Blazing Bajirao is an ErosNow concept that was conceived and developed by our in-house creative team, to build the curiosity of our audiences across all generations. With this animated series, we aimed at getting a distinctive, grungy look to add an edgy layer to Bajirao. We’ve taken traditional film marketing to a new level, giving it a millennial spin. The episode we launched today is the first of many such episodes to follow, each of which will bear the stamp of the stellar quality expected from a leading studio like Eros International.”
At the event, Ranveer Singh also unveiled a 6-foot tall life-size Bajirao figurine that will be housed at multiplexes this festive season. The figurine marks another shift in film marketing, since publicity material is usually confined to routine standees and backdrops. The six-foot hand-painted figurines are made of clay and fiberglass and have been modeled on Ranveer’s look in the film.