In filmmaking, a trailer is sacrosanct- it’s the first and a crucial glimpse of what a film is all about and Yash Raj Films breaks clutter with a new concept for the trailer for its forthcoming Meri Pyaari Bindu. It will bring chapters, five in all that provide a wholesome insight on what this film is all about. In a manner, the chapters are in sync with the film’s narrative, capturing a pulp fiction writer’s story.
A journey of 30 years that Bindu and Abhimanyu share- from ages 5 to 30- Meri Pyaari Bindu captures their story through the lens of the pulp fiction writer Abhimanyu. With Ayushmann Khurrana in the lead as Abhimanyu, and Parineeti Chopra as Bindu- the film has many moments that one can relate to- it’s a bond that evolves over time. Incidents that form part of the film could have happened to any of us. Which is why, a trailer in 5 chapters provided both an unusual strategy, and a way to stay true to its content.
Producer Maneesh Sharma explains, “We felt this was the best way to present the film. So the chapter naturally lend themselves to the content and was also a new and exciting way to present a story of Abhimanyu and Bindu.”
Manan Mehta, VP Marketing and Merchandising, Yash Raj Films further explains, “In Meri Pyaari Bindu, we found a very fresh take on two characters and their journey through life. So while marketing this film, our effort is to give our audience a first hand and honest experience of the film. Also digital medium plays a lead role in marketing our content so our endeavour will be to entertain and engage our audience for the whole week with the trailer presented in 5 chapters for 5 days.”
A unique and unusual marketing strategy, the chapters of Meri Pyaari Bindu make for fun viewing. That a route like this has been chosen, does promise a film about love but not as we always know it in Hindi cinema.