Dedh Ishqiya crew works to build buzz

The team is busy working<br /> on the film’s promotion and marketing strategy.

MUMBAI: Madhuri Dixit-starrer Dedh Ishqiya is not a run-of-the-mill story and its makers have devised a unique and smart marketing strategy to promote and build up a pre-release hype around the movie.

The film is scheduled to release on January 10 and Mansi Maroo, who has co-produced the black comedy with Vishal Bhardwaj, says the focus will be on the Hindi speaking belt during its promotion. “We are working on the promotion and marketing strategy of the film. We are planning to release a couple of teasers by the next week and will launch each character one by one,” Maroo told IANS.



Another special feature of the marketing is that the first trailer will be launched on social networking site Facebook which is taking a special initiative for Dedh Ishqiya by dedicating 350 million impressions, said Maroo.

Directed by Abhishek Chaubey, Dedh Ishqiya, a sequel to the 2010 hit Ishqiya, is based in a small town in Uttar Pradesh, just like its prequel. “Since the film is based in a small town and has a lot of Lucknow [Uttar Pradesh] culture infused it, we will focus a lot on the Hindi belt,” said Maroo. “A lot of attention will be given to the rural areas during the promotion. This is just the beginning and there is a lot more in store.”



The film will see ’90s diva Madhuri returning to the big screen as Begum Para, an attractive yet dangerous woman. Chaubey has also roped in Naseeruddin Shah and Arshad Warsi, who were featured in Ishqiya, along with actor Huma Qureshi.

Published in The Express Tribune, November 7^th, 2013.

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