Bollywood’s Ghajini Reaping Savvy Marketing Success

Bollywood film Ghajini is enjoying the fruits of a rather agressive campaign. Madhu Mantena, one of the film’s producers pulled all the stops in the movie’s publicity campaign, even going as far as enlisting the movie’s leading actor famed Bollywood star in peddling a new image to the public.

Matena told Sify.com that their strategy included doing tie-in fitness video, released in the early stages of the movie’s marketing efforts. In Hollywood, this wouldn’t get much bite, but in Bollywood where movie fans live vicariously through stars, even more so than their Tinseltown brethren, it’s a PR triumph concocted in heaven.