As part of the pre-launch promotional activity for the film Zindagi Na Milegi Dobara, Hrithik Roshan, Katrina Kaif, Abhay Deol and Farhan Akhtar went on a 4 days road trip from Mumbai to Delhi. I think it was a really smart PR move because: [1] The road trip synched well with this film story, since the movie shows 3 friends - Hrithik, Abhey and Farhan Akhtar - go for a similar road trip and [2] The trip created room for immense media mileage possibilities
The initiative could have been somewhat ‘inspired’ by the Google bus, but it worked well. The various ways by which PR value was derived on this trip were as follows:
1. Starting line – there was a small media event at the starting line at Mumbai. Pictures taken at this starting line were floated everywhere. Pictures from here also came out front page on Delhi Times.
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| Picture taken at the beginning of the road trip. Same picture appeared in Delhi Times front page |
2. During the journey – there were planned stoppages at Surat, Baroda, Ahmedabad, Udaipur, Ajmer and Jaipur – on the way to Delhi. The stars engaged with the crowd at each of these locations. Enclosed below is a Zoom report on the fan frenzy when the ZNMD reached Ahmedabad.
3. The actors not just engaged with people at each of the above mentioned cities, but also at other places in transit. For e.g. they stopped at one of the inter-state toll plazas and gave free tickets to the employees there. Media covered the chaos created at such a unique venue as well.
4. The Destination – the trip culminated at a show at Ambience Mall in Gurgaon, Haryana, where the actors entertained the crowds with casual banter. This performance was flashed multiple times on TV channels. Enclosed below is a video from the ZNMD performance at Ambience Mall, Gurgaon.
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| A pic to give an idea of the crowd that gathered at Ambience Mall, Gurgaon |
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