Bunty Walia's ambitious campaign for EK AJNABEE
By Manissha Despaande, Bollywood Trade News Network
There are two more months to go for its December 9 release but the Bachchan starrer, EK AJNABEE directed by Apoorva Lakhia, has already become a hot proposition in distribution and exhibition circles. Last week, G S Entertainment's Bunty Walia, kick-started the pre-release campaign of the film with an ambitious publicity brochure, showing Amitabh Bachchan in an all-new look. According to Walia, he got a record number of messages from friends and distributors in the trade complimenting him on the look of the brochure. He and his brother, Jaspreet Singh Walia, have planned a multi-pronged publicity strategy for the film, which will unfold in the coming few weeks. "We are planning to make it very very special. Our background in event management will give the campaign an added strength," Walia reveals.
EK AJNABEE, according to Walia, tells the story of a man (Amitabh Bachchan) who is lost in fighting the demons in his past. He begins to take a fresh look at life when he meets a 9-year old girl, who brings back the smile on his face. However circumstances take them apart once again. The man later solves the unresolved mystery of his life. Says Walia, "It is a very stylized film which revolves entirely around Amitabh Bachchan. It is a very unique characterization for Amit-ji.."
Walia points out that the film was written and planned with Bachchan in mind right from the word go, which is why he and his director waited for two and a half years for Bachchan's dates. "When writer Manoj Tyagi and director Apoorva Lakhia came up with the idea, we were all unanimous in our opinion that only Amit-ji could do justice to the challenging role. We chose to wait for two and a half years for his dates and the waiting has definitely paid off," he smiles.
Another unique feature of the film is an item-number picturized on Arjun Rampal, which Walia feels is likely to be a craze among audiences when the music promos of the film begin. Interestingly, there are only three songs in the film out of which two are background and one has been picturized on Arjun Rampal.
Walia and director Apoorva Lakhia are now looking at some really unique pre-release promos for the film. Moreover he is now determined to take the production banner further and produce at least one film a year. "There's no looking back now. We have already started planning for our next few projects," he enthuses.
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