October 15, 2010 04:13:58 PM IST Abid, Glamsham Editorial
With the country in the midst of a festive fervour, the people related with the promotional campaign of the 'Diwali' extravaganza, ACTION REPLAYY, have upped the ante. The film which brings back the winning team of Vipul Shah-Akshay Kumar after a hat trick of successes via AANKHEN, WAQT-RACE AGAINST TIME and NAMASTEY LONDON, has witnessed a very 'hatke' promotion for quite sometimes now.
While most films start with the usual song followed by few dialogue promos, ACTION REPLAYY has chosen to focus on its strengths and the emphasis is on showing the audience what they can expect from the film, as was evident from the theatrical promo. There are full length dialogue teasers, mostly with an undercurrent of humour like Akshay and Ash's Juhu beach promo or the one with Ash and Aditya Roy Kapoor in a local bus and even Akshay and Om Puri at the dinner table where Puri talks about his marriage.
After the super success of DABANGG music giants T-Series have sensed another winner in the music album of ACTION REPLAYY, and all out promotion is underway to ensure that the super hit songs composed by numero uno composer Pritam (the king of melodious chartbusters), reaches the masses as well as classes. The song promos too have been uniquely handled.
With the young and old already giving their thumps to Daler 'paaji's' chartbuster "Zor Ka Jhatka" and the die hard romantics in love with Shreya's "O Bekhabar" , the third song, the fun filled, campus song featuring Akki-Aish in the rollicking "Nakhre" has also been unleashed. It goes without saying that this song would definitely push the accelerator harder as far as the promotion of ACTION REPLAYY is concerned. With Akshay leaving no stone unturned (and Aish expected to join in soon after returning from Pusan film festival) we are sure that the promotion will go only one way, that is up and up until it reaches it's pinnacle, which will be 'Diwali'.