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.
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