It was July 23, 1990, the day when one of the most critically acclaimed musical hit Aashiqui released. The film that featured Rahul Roy, Anu Agarwal and Deepak Tijori, was directed by Mahesh Bhatt and produced by late Gulshan Kumar. Now, 23 years after the release of Aashiqui, T Series and Vishesh Films released Aashiqui 2, which got a huge response at the Box Office last week.
Though the media and general audience, not forgetting the critics, have been raving about the film, not many know about the emotional journey and sentiments that were rekindled during the making and release of this film. Bollywood Hungama caught up with man behind the film and of course the brain behind the blitzkrieg marketing campaign of Aashiqui 2, Bhushan Kumar to know more about his reasons for releasing the film much before it was originally scheduled to.
Unlike most Bollywood films which do months of promotional activity before the release, Aashiqui 2 had less than three weeks for promotions before its release. This radical and unconventional decision that Kumar raised a few questions, the major one being whether he would be able to pull of the coup de grace with Aashiqui 2. Reveals Bhushan, "It was April 1, and we launched the music and trailer of the film. It was only eight days later that I had this strong feeling that April 26 was THE day Aashiqui 2 had to release. At that time, I really didn't know how we would pull of an entire promotional campaign but then I had total faith in my team. I think that it was thanks to their untiring dedication and of course my father's blessings that we not just managed, but have actually given the industry something to think about."
Earlier, T Series film I Love NY starring Sunny Deol and Kangna Ranaut was scheduled to release on this day but was later switched with Aashiqui 2. States Bhushan, "Initially I Love NY was slated for release on this day, but Kangna and Sunny were both unavailable for promotions. That's when I first thought of releasing Aashiqui 2. I consulted Mr. Bhatt for preponing the release, since it would be a kind of solo release, the date was perfect. However, the only question he posed to me was, 'I will deliver the film, but will you be able to pull off the promotions?'
Looking at the collections of Aashiqui 2 over the weekend, Bhushan recalls the process of promotions. He says, "Once the music released and the tracks were a hit, it was easy to promote the film. Besides since it was already getting a good response, we decided to pull out all stops in promoting the film and went guns blazing. To a certain extent, it was our company name that also helped in acquiring the various factors in promotions."
While Bhushan tells us about the process, trade guru Taran Adarsh, obviously speechless with the promotions says, "For Bhushan and T Series to manage such kind of promotion in less than three weeks, is a new kind of high. In fact till date, we have seen films that release during the IPL featuring a lower turnover. However, Aashiqui 2 has created a buzz like no other. For example in three weeks time, the film has promoted itself across all platforms; the songs are being played everywhere. Such kind of promotions is a first for Bollywood."
On the other hand, renowned film distributor Anil Thadani adds, "Firstly, Bhushan and guys have done a brilliant job in promoting in the film, and that made it easy for me get theatre listing. In fact, when Bhushan came and told me about the release in three weeks, I was a bit skeptical about it, but then I felt that if there's anyone who can do it, then it has to be him."
Over the weekend, Aashiqui 2 has collected a total of Rs 20.50 crore with Friday collections of Rs.6.25 cr, Saturday - Rs 6.75 cr and Sunday- Rs 7.50 cr.
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