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LOVE AAJ KAL: 'Dillogical' promo strategy backfires!



June 15, 2009 4:19:18 PM IST
Abid, Bollywood Trade News Network
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Saif Ali Khan's first home production, LOVE AAJ KAL, has been in the news ever since its announcement and is one of the most awaited releases of the year. Right from the start, the lead actor and producer Saif Ali Khan has based the promotional strategy of his upcoming film on India's second passion after movies, cricket! And that was not just 'dillogical' but logical as he shared a perfect chemistry with the Indian cricket team's flamboyant and highly popular captain (before yesterday!), M.S. Dhoni, in many interesting advertisements for a popular brand of chips.

CHECK OUT : Lip-lock with Saif no big deal for Deepika

However, things do not always go as planned and especially in Twenty20 Cricket World Cup, which is so very fickle that it is difficult to predict which team would win. So, Saif Ali Khan and Deepika Padukone's promo centering around their love for each other and cricket (''Yeh cup kahin nahin jaayega!'') seems to have backfired after the humiliating defeat of the seemingly invincible defending champions! And that was quite evident in the crucial match between India and England where the lead stars, Saif Ali Khan, Deepika Padukone and director Imtiaz Ali were present to cheer the team. At the end of the match Deepika and Imtiaz appeared crestfallen, and the immediate question that came to mind after the realization of the defeat sank in was, what would become of the promotional campaign of the Illuminati Film's LOVE AAJ KAL which has been so very cricket centric? And we have no answer!

Well, there is still a lot of time for Imtiaz and Saif to rework the strategy and in the end it's the film in totality and a good script that works not excellent promos! All we can do is wish Saif all the best and let his film do the rest!



 
  

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