Last year, one of the biggest hits came in the form of Tanu Weds Manu Returns, starring Kangana Ranaut. Women-centric films have seen good openings over the past few years as studios take note of merit in well-scripted ventures around strong characters. Apart from Kapoor, the film stars Shabana Azmi and Shekhar Ravjiani in pivotal roles. Neerja is co-produced by Atul Kasbekar’s Bling Unplugged and Fox Star Studios, the latter distributing it worldwide as well. In fact, TV formed the last leg of our promotional campaign,” says Shikha Kapur, chief marketing officer, Fox Star Studios. First of all we, through social media and other digital platforms, spread awareness about the events of the hijacking and Neerja’s role in it. In our promotion strategy, instead of going all out on TV and the traditional media, we took to digital. The core movie-going audience, the youth, were not familiar with the courage and sacrifice of Neerja Bhanot back in 1986. “While it is a film with a compelling story, marketing it posed a different challenge.
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