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Mumbai (Maharashtra) [India], March 24: Bheed has been churning a lot of conversations and controversies ever since the first announcement unit was released and kept up the chatter with the launch of the trailer. After creating a stir on the internet with their striking, the team of Bheed is back with yet another thought-provoking marketing idea. In an ingenious move, the marketing team of the film stretched themselves to think of unique ways to lure people to have the elusive dialogue around privilege. The team has worked towards installing thought provoking installations across various malls and multiplexes in the country that reads – “I am a migrant worker. I had to get behind this poster to get your attention. Kyunki waise toh aapke liye hum sirf Bheed hai.” Two years on, the class divide continues to separate the haves from the have-nots and the makers want people to introspect while delivering a hard hitting message through the campaign.
Additionally, the film also conducted a unique social experiment across theatres in the county – “Scan to Skip the Queue” featuring lead actors Rajkummar Rao and Bhumi Pednekar. The theatre audiences were in for a surprise, when they queued up at security check points or food counters people were urged to scan a QR code to skip the que. While people hoped to capitalise on this privilege they were taken aback to receive a hard hitting message from Raj and bhumi talking about how migrant workers had to que up for days to reach their homes during lockdown.. How there was 1 in 4 migrant workers walk back to their hometowns after modes of transport were shut down. The video puts alarming figures to drive home the point about class.
The film’s marketing campaign beautifully structures the theme of the film and includes the masses to have a much-avoided conversation about the prevalence of the class divide in our country.
Staying true to his style, Anubhav Sinha gets people talking about a subject that exists but a conversation about it is something everyone shies away from.
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