Marketing Strategies Used By ‘Jug Jugg Jeeyo’ Movie To Attract Masses

‘Jug Jugg Jeeyo’ was one of the year’s most awaited films at the BO. The movie revolves around a Punjabi family that tackles the subject of divorces happening in two generations of the Saini household based in Patiala. The movie became of the year’s most enjoyed family entertainers with a solid background score.

Let’s see how the makers created a buzz around the movie, to register in the audience’s minds. After all, it was one of the first releases from the Dharma camp to reach screens, in over two years.

1. Initial buzz

The makers announced a pan-India poster launch across all social media platforms, urging fans to send videos saying the phrase ‘JugJugg Jeeyo’ in their native language.
One lucky winner from each state and union territory got a chance to be a part of the first poster launch of the film. The winners were announced two days later from across the nation.

2. Poster Launch

One motion poster was emailed to every winner and the fans launched it first, followed by the star cast after 10 minutes. This was done keeping in mind privacy and issues pertaining to the leaking of movies.
After this, creatives involving audience reactions to posters and engagement were uploaded across social media platforms

3. Pre-trailer activities, Trailer launch, and Post trailer activities

A video with the cast grooving and introducing the trailer launch date was uploaded across social media platforms.

After this, the trailer launch event schedule was shared, informing about the various activities that were held for the launch. The trailer was launched amidst much fanfare, both digitally and offline on 22nd May 2022 at 3 p.m., receiving 43 million views in within 24 hours.

After the trailer launch, the different characters of the film were introduced, one after the other.

Also, a few behind-the-scenes videos were shared to stir engagement.

4. Background Score

The movie has given some of the most memorable tracks. Especially the party song- Nach Punjaabban, which is now sure to be played in every event across the nation. The song was launched on 28th May and the hook step was made popular, with innumerable reels being made on it.

Also, another song- Rang Saari exuded colour and a sizzling chemistry between the lead actors, making it another popular song in the movie.

5. Pre-release promotions

With quirky creatives and interesting brand associations, the movie kept the audiences engaged with constant updates about the movie like cities at which the cast members are promoting the movie and even the countdown to the release.

6. Post release hype

The movie released after a long and difficult two years owing to the pandemic. And so, promotional activities did not stop even after the release. The makers involved influencers, youtubers, critics and the millennial crowds in getting the movie nearer to its audiences.

Also Read: Marketing Strategies That Helped Making ‘Darlings’ A Phenomenal Success

The makers managed to create enough buzz around the family entertainer of the year. Using the movie’s background score, contributed immensely to the movie’s popularity. Also, pan-India promotions by the cast helped in making Jug Jugg Jeeyo an unforgettable movie family experience after long.



Marketing,Movie Marketing,Anil Kapoor,Dharma Productions,Jug Jugg Jeeyo,Kiara Advani,Neetu Singh,Varun Dhawan
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