Rajshri Films and Shahid Kapoor must be rubbing their hands in glee, as the experiment that they created when they promoted VIVAH when BIG BOSS appeared in its first avatar is being followed in the second season where now Abhishek Bachchan is entering the house of BIG BOSS as a promotion campaign for DRONA. The difference in entry between Shahid Kapoor and Abhishek Bachchan lay in the fact that while Shahid Kapoor entered the house of BIG BOSS in the initial stages, i.e. within a week, Abhishek has entered it, when the show is already in its seventh week.
Colors from the time it has been launched as a new entertainment channel has been pulling out one bunny or the other from the hat and owing to the streak of innovation or introduction of disruption it has reached the third position in the multitude of television channels vying for eyeballs more so on a weekend.
The whole experiment of creating awareness about a film to be released was resurrected by Colors, taking a leaf out of BIG BOSS-1, and made it into a device for brand positioning of its channel when Ekta Kapoor was invited along with Tushaar Kapoor to promote C KKOMPANY, followed by CHAMKU and WELCOME TO SAJJANPUR in the second season of BIG BOSS. Abhishek Bachchan has been given the unsavory task of announcing the eviction of one of the members from the house.
The idea of creating awareness about films had been initiated by the music channels like MTV and Channel V which was subsequently picked up by the news channels and entertainment channels as well. Colors have synergized the promotion of a film along with its realty show by promoting series of films starting with C KKOMPANY, CHAMKU etc. The experiment has reaped big dividends. The dividend is on account of the fact that as a lead actor Abhishek has been able to address to the captive audience and the promotion for the film has not entailed any cost for the producer Goldie Behal. This is what marketing is all about.
Critics would scoff and may claim it a sacrilege, as they had done earlier when Abhishek Bachchan and Rani Mukerjee had done this for BUNTY AUR BUBBLY when they had appeared as news broadcasters in a NDTV prime time news programme. In the end what matters are the TRP and the promotion of the film more the novelty the merrier?