This is the best example of the power of nudity. It works far better in terms of attracting eyeballs. The new PK poster, second in the series of 8 or 10 posters the producers plan to unveil leading up to the release of the film in December, has failed to create much buzz.
|view PK movie posters|
Shock and awe strategy of teaser promotions has its flip side. You have to keep raising the pitch and deliver the biggest surprise in the end. It’s like a cabaret performance that works better when the dancer takes off her clothes one by one and gradually whets the appetite and excitement of the audience before the final act. It seems the marketing and promotion wizards behind PK campaign failed to take this factor into account.
They went for broke with the first poster of PK, with a perfectly chiseled Aamir standing in the nude on a railway track, holding an outdated transistor-tape recorder to cover his manhood. The poster raised the promotion pitch sky high, generated tremendous buzz, and produced probably more than the expected results for PK’s marketing team.
The second poster has a fully clad sun-glasses sporting Aamir dressed in what looks like a traditional Rajasthani kurta and flare-bottom pyjamas, wearing a pair of fantastic Rajasthani mojaris, and wrapped around him is a sousaphone with Bhairon Singh Band written on the inside of its bell.
Bhairon Singh poster has failed to attract attention and excite people if we go by the buzz on the social media. There is no buzz around it though we still keep coming across parodies of the old one. PK promotion seems to have got stuck with Aamir Khan in the nude image and it’s going to be difficult to shake it off unless, of course, the team comes up with something far more shocking, exciting, and revealing, something like a full-monty by the gutsy star.
(Rajesh Kumar Singh is Editorial Consultant for Festivals and Markets for BollywoodTrade.com. He is a filmmaker, critic and market analyst)