Shah Rukh Khan’s Unorthodox Promotion of Jawan

Jawan’s Promotion Generating Anticipation and Excitement

Trade analyst Atul Mohan tells ETimes that the promotional strategy for Jawan is unfolding remarkably well. According to him, the decision to release teasers and songs prior to the trailer launch has effectively generated heightened anticipation and excitement surrounding the film. Jawan is boldly defying established marketing norms and forging innovative pathways in the realm of promotion.

Effective Use of Social Media

SRK has effectively used social media to reach his audience. Mohan adds that embracing contemporary approaches, such as the engaging #AskSRK initiative, the film’s team is directly engaging with fans and recognizing their role as the core paying audience in cinemas. Additionally, the recent strategic foray into the southern markets, marked by Shah Rukh Khan’s personal presence, has garnered an overwhelmingly positive response. It’s clear that the film is leaving an indelible mark on this new territory.

Preliminary Projections for Jawan’s Opening Day

Mohan states that Shah Rukh Khan’s previous film Pathaan had opened at Rs 57 crore, and now Jawan is expected to take a day one score of Rs 75 crore. Preliminary projections suggest an extraordinary opening day earning of approximately Rs 70 crore from the Hindi belt, an additional Rs 20 crore from the southern market, and a global total surpassing Rs 125 crore on day one alone.

Trailer Release Strategy

Media strategist Karan Taurani feels showing the trailer of Jawan closer to the release is definitely a smart move by Shah Rukh Khan. Taurani believes that releasing the trailer closer to the release date will minimize controversies and negative clout on social media that can arise when a trailer is released early. Ultimately, the content of the film will be the winner, and if the makers are confident in their content, the awareness and marketing aspects will not hinder the film’s success.

Zee Studios’ Perspective

Neeraj Joshi, who heads marketing at Zee Studios, feels that the Jawan campaign is riding on SRK’s star power and appeal, as did Pathaan. According to Joshi, the strategy worked for Pathaan, and they hope it will work for Jawan as well.