The makers of Ek Adbhut Dakshina..Gurudakshina wanted to work out some unique marketing plans before the release of the film. Keeping in mind the exclusiveness of the film, Abhijit Adhya, the Creative Producer of the film came up with an idea of starting with the trailer launch. This was designed in such a way that 7 days before the trailer launch, the team started with publishing trailers for the trailer launch. Each day had one teaser of durations approx 30 sec. This introduced the characters in the film and it captured the imagination of the masses. Curiosity among the audience grew, added with organic likes, views and shares on the social sites made the trailer launch a much awaited event. Each of the 7 teasers had one unique and constant question, “Have you paid back?”. This marketing strategy is now touted as one of the top 10 social media campaigns for a film.
On asking why this particular question has been kept in every teaser, Abhijit replied that ” its a common trend that we are either too busy or pretend to be busy in our own lives and generally forget that someone somewhere has influenced and mentored us. Through “Have You Paid Back?”, it is expected to ring a bell in our minds. We just wish to let people realise that to someone, we all are indebted and its time ” Gurudakshina” is due. Additionally, we are planning on creating an opportunity for all so that every person come together and pay their Gurudakshina through a simple gesture.”
We on behalf of Moonwalk Production have initiated the “EDGD-Payback Ride”, the inauguration of which has happened during the trailer and music release. Once again a brainchild of Abhijit, it connects to the common man. This campaign will be loved by almost all and in an easy way acknowledge each ones Guru, in front of the whole world. “You never know, there might be just someone who looks upto you and takes you for a guru” smiles Abhijit.
We need to wait and watch what this new strategy is about. The way Moonwalk has captured the hearts of many in such a short time, it is highly commendable. We will wait for more on the EDGD-Payback Ride.
