First, it was the anticipation of seeing Aishwarya Rai on screen with Ranbir, and that too in a Karan Johar film – not a produced-by, but a written-and-directed, no less. Then came the posters, which too caught the eye, beautifully, richly designed and shot. And then there was the teaser which appeared, and that too kept up the anticipation. The teaser of this awaited film starring Ranbir Kapoor, Aishwarya Rai, Anushka Sharma and Fawad Khan has a chemistry that farily snaps with static. With a nice melody and of course, the usual scale of the Karan Johar locales.

The accompanying press releases has gone a bit poetic. It says: “As Arijit’s voice takes over on Pritam’s music, Karan’s camera stays on Ranbir while the first lines of the title track flow out. The mixture of intensity and vulnerability in the actor’s eyes keep you hooked, and sets the tone for the whole teaser.” Evidently written by a fan, but one loved the teaser alright.

Watch it here:

Directed by Karan Johar, starring Aishwarya Rai, Ranbir Kapoor, Anushka Sharma and Fawad Khan,  the Fox Star Studios and Dharma Productions-produced Ae Dil Hai Mushkil is slated to release on October 28th, 2016.

Marketing to watch out for

This will be a bit of a marketing lesson. Massive film, one of India’s best directors, an unarguably superb star cast, releasing at Diwali. And announced a good 10 weeks before release. That’s a long time.  Now, what other – and how many – teasing tempting aces does Karan Johar have up his tuxedo sleeves to ensure that the anticipation and hype continue  to grow across the full two months of time that is left till the release? And this time, there’s the might of the Fox Star Studios Marketing team added, too. It’s going to be a very interesting rollout. Let’s wait and watch.

Author: Pavan R Chawla

A mediaholic who mainlines on content, communication, business consultation and strategy, Pavan has been an editor of newspaper and trade (Media, Marketing & Advertising) publications. He is into percussion, remixing of music, watching movies and television, writing, reading and design.

About the author

Pavan R Chawla

A mediaholic who mainlines on content, communication, business consultation and strategy, Pavan has been an editor of newspaper and trade (Media, Marketing & Advertising) publications. He is into percussion, remixing of music, watching movies and television, writing, reading and design.

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