26 January,2022 05:54 PM IST | Mumbai | mid-day online correspondent
Picture Courtesy: Mid-day Archives
Atrangi Re has managed to break every possible stereotype and box in the movie business with its release. Atrangi Re'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. It went beyond just raising the benchmark in the OTT space but also earned its stellar star cast - Akshay Kumar, Dhanush and Sara Ali Khan massive praise. Apart from the performances the music of AR Rahman added the golden touch to a truly special film.
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.
With Raindrop Media as the media directors on board, the film has garnered a strong word of mouth and robust visibility.
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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 âatrangi' 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.
