The upcoming rom-com Pyaar Ka Punchnama 2 promises a fierce battle of the sexes, being both funnier and meaner in the second edition of this iconic youth franchise. Love is injurious, in more ways than one, and lamenting the clichéd expectations of being in love, the film’s marketing campaign drew the attention of youngsters across India.
Kick starting the teaser with #DilKaJail standees across multiplexes pan India, Viacom18 Motion Pictures set the tone for a quirky yet relatable marketing campaign. Cinema patrons went behind the bars, jailed by the heart to click funky selfies and group pictures facilitated across metros and mini metros.
Celebrating the spirit of Bro-mance, the song “Sharaabi“ was launched in the form of a pub crawl in Mumbai. Human banners with the tagline “Love is Injurious to Health” were created and volunteers went and photo-bombed couples at various lover’s points across 10 cities!
According to Rudrarup Datta, VP of Marketing at Viacom18 Motion Pictures,
“Pyaar Ka Punchnama 2 is a cult film that defies the norms of quintessential Bollywood love stories. The film needed a quirky, standout campaign that would connect to the youth and their ideologies of love and relationships and we are delighted with the response we have received thus far.”
Building the campaign to further the buzz in the release week, “The Mohabbat Mukti Morcha” was organized. From witty one liner posters saying, “Jaanu mujhe jaane do” to the burning of a 3ft Teddy bear, all the cliché romantic symbols that create false expectations in a relationship were protested against. Leading this movement were the lead actors of the PKP2 team – Kartik Aaryan, Omkar Kapoor, and Sunny Singh.
Directed by Luv Ranjan and produced by Abhishek Pathak, ‘Pyaar Ka Punchnama 2’ releases in theaters on October 16, 2015!