Innovative marketing strategies are always the want of the hour when it comes to promoting films. And so, even the team of Luv Shuv Tey Chicken Khurana have come up with a very different idea for promoting their film, which stars Kunal Kapoor and Huma Qureshi.
The team has got their tie up with the dabbawalas of Mumbai who earn their living by delivering food tiffins to various offices, schools etc. These dabbas will now carry the film’s tag and will reach 1, 00,000 offices in the city. The story of the film is about a secret recipe called Chicken Khurana, which had made the Khurana dhaba in Punjab famous.
This is producer Anurag Kashyap’s first family film and he thinks that ‘dabbawalas’ as a concept is unique in Mumbai, and as this movie is about food, it was the right thing to do. “We couldn’t think of a better tie up. This is going to be a very simple and sweet film that will touch people’s hearts and make them leave the theatre with a smile,” he promised.
Huma Qureshi, who is new to Mumbai, did not know about the dabbawala concept until she herself started ordering for dabbas. “It surprises me how these people deliver the right dabba at the right place” she said while Kunal feels it is the best way to connect with the audience and reach out to them, since the movie is about food.
Shikha Kapur, Executive Director, Marketing, Studios Disney UTV said that the marketing strategy is to tap this unique distribution channel to reach their film to the lakhs of office-goers who have their lunch coming by dabba. “We had announced that the best chicken recipe will be awarded by the team of Luv Shuv Tey Chicken Khurana and the response to that was phenomenal. Requests from dhabas all over Punjab have been pouring in to allow them to participate in the competition. So much so that we are considering the idea of introducing Chicken Khurana in a few highway dhabas in Punjab,” she said. Reportedly, 12 dhabas are waiting to compete in this competition and the response to this announcement has been very interesting.
“It is a story of protagonist Omi Khurana’s homecoming and the first film about food in Bollywood. We are a country obsessed with food and the story could not be told without food as an important part of it,” explains director Sameer Sharma.
It was recently reported that the script of the yet to be released film will be turned into a book later and will also reveal the secret Chicken Khurana recipe. But Anurag Kashyap said it is too early to talk about that.
Luv Shuv Tey Chicken Khurana will release on Nov 2.