Like its title Aanand L Rai’s Atrangi Re has managed to break every possible stereotype and box in the movie business with its release. The film’s strategic marketing campaign was in sync with what Aanand set out to do. His vision for the film was different from anything he has made till date and the critical appreciation and praise the film received is a testament of his eclectic body of work. In its many firsts, Atrangi Re witnessed a record-breaking opening on Disney+ Hotstar and set the benchmark high for 2022.
Breaking away from the traditional marketing concepts, Atrangi Re relied more on heart than the mind. The first milestone for the film’s successful campaign was when the song Chaka Chak went viral, officially crowning Sara Ali Khan as the Chaka Chak girl. Reels and videos of the song went viral with Sara headlining the catchiest tune of 2022.
Also, Dhanush has always been a crowd favourite and now, after the blockbuster hit has proved that he is the flavour of the year, indeed! Post the massive success, the powerhouse actor-director duo are collaborating for an action love story produced by Aanand L Rai’s home banner Colour Yellow.”
The exclusive musical soiree with the living legend A. R. Rahman for the film’s music launch was a grand success. While the on-ground event was invite-only, the musical evening was live-streamed online for fans. Every event planned for Atrangi Re had a specially curated ‘atrangi’ menu by Aanand L Rai, who is known to be a food connoisseur. With the film being a celebration of the length and breadth of India, the atrangi menus also gave attendees a flavour of the country.
A special Koffee Shots With Karan episode was planned with Dhanush and Sara Ali Khan to highlight their ‘atrangi’ chemistry. The special episode also created much noise for being Dhanush’s debut on the show. On The Kapil Sharma Show, megastar Akshay Kumar was seen performing magic tricks to set the tone for his character.
Every asset release of Atrangi Re received a customised media plan, resulting in the film’s character posters and songs like Garda, Little Little and Raith Zara Si breaking the internet. Atrangi Re’s marketing campaign was a 360-degree strategy spanning print media, broadcast media, radio, online media, digital and public appearances. The movie is being hailed as one of the best marketed OTT movies of 2021.
With Raindrop Media as the media directors on board, the film has garnered a strong word of mouth and robust visibility. This is not the first time that the firm has successfully contributed to shaping the Colour Yellow story. We have films such as Queen, Raanjhanaa, Newton, Manmarziyaan, Happy Bhaag Jaayegi and now, Atrangi Re, that have been promoted by them. The firm has handled some of the biggest magnum opuses by the legendary movie maverick Sanjay Leela Bhansali – Ram-Leela, Padmaavat and Bajirao Mastani. The biggest hits in his production houses, Rowdy Rathore and Mary Kom, were also a result of Raindrop’s strategic media direction and planning.
With a legacy of iconic hits to their name, films like Dabangg, , Houseful, Dirty Picture, Vicky Donor, Main Hoon Na, Once Upon A Time in Mumbaai, Badhai Ho, Shubh Mangal Saavdhan, Shubh Mangal Zyaada Saavdhan, Saand Ki Aankh, Veere Di Wedding, Khoobsurat, Kahaani 1, Kahaani 2, NH10, , Ragini MMS, Ki & Ka, Nil Battey Sannata, Baywatch and Piku have considered the firm to be their lucky mascot!