THE MARKETING GENIUS, AAMIR KHAN

Marketing in today's world has become one of the main factors in driving your business. If you have a product at hand, its become absolutely essential to correctly market it so that you get your product endorsed by as many people as possible. It even applies to movies. Bollywood mostly relied on conventional marketing strategies where marketing was restricted to movie posters, oil paintings, hoardings, promoting through sons on the then Doordarshan serials such as "Chitrahaar". However, in 1988 entered Aamir khan on the scene and he even changed the regular norms of marketing in Bollywood.





The marketing strategy right from the debut movie as a lead in "Qayamat se Qayamat Tak" was refreshing and out of the box. Aamir khan along with his co-stars in the movie himself went on to the streets of movie sticking the movie posters behind auto rickshaws, even requesting some of them to let him stick the movie posters. There were hoardings put on with the caption "Who is Aamir khan?" so as to tease the movie goers into knowing about the new boy coming on the screen. After a few days, posters were added with the caption "Who is Aamir khan? Ask the girl next door". These kind of unique marketing strategies created a curiosity amongst the public and the small movie became a sensation and Aamir khan became an instant star. 


As his filmography, grew, Aamir khan's tryst with marketing also was taking new strides. Aamir khan realised the importance of marketing a movie when the cult classic movie "Andaz apna apna" surprisingly failed at the box office. This movie which is now an absolutely favorite of almost anyone who loves bollywood was a failure when released at the box office. The primary reason being that people were not aware of the movie release. Movie posters were just put up a week prior to movie release. Aamir khan was not happy with the way the movie was promoted. This is perhaps the time Aamir khan decided to take the marketing of every movie of his into his own hands and make sure that it gets a proper publicity.


Aamir khan, unlike other stars does not believe in over marketing or into face marketing. His marketing strategy is simple. Make the people aware of the movie release and its date. Also, be honest about your movie. You cannot fool the movie about the content of the movie or the genre of the movie. He sincerely promoted Delhi Belly, an adult comedy as an adult movie. He had no inhibitions about it. That is honest for you! You can clearly observe that he goes all out to market small budget movies of his like Taare zameen par, Secret Superstar, Jaane tu ya Jaane na or even Peepli Live. For big movies which star himself, he just does minimal promotion. 


GENIUS MARKETING STRATEGIES OF THE GENIUS:

Here I would highlight few of the marketing strategies which Aamir khan adopted for movies which were absolutely unique. Take for example, 3 idiots. He himself disguised into various get ups and made a visit to many places through out India before the movie release. He visited even common people from an auto rickshaw wala to the Indian former captain Saurav Ganguly. During Ghajini, he adopted the marketing strategy of shaving or trimming people's hair standing on roads as a promotion for his movie look. 

With films like Dhoom 3, which already is a brand and huge movie, he keeps it simple. He does minimum promotion. He just lets the teaser and trailer do the talk and might give a couple of interviews. People sometimes might accuse him that he only gives interviews to the media during the time of movie release. But , then why does he need to give interview during his idle time. He is happy to spend quality time on better works such as Paani Foundation or other social causes. During the release of movie, its his responsibility as an actor to make people aware of the movie release. 

Aamir khan has always stood by his producers and distributors. Any Aamir khan movie makes its like a festival for every one right from the producer, the person buying his movie or the theatre owners who would be screening the movie. They know that an Aamir khan movie means its a guarantee. Even his low budget movies like Jaane Tu Jaane na, Taare Zameen par etc did great business. Perhaps, the only superstar in Bollywood who has brought minimal distributor loss till now. 

Even his ads are so unique. He comes with different transformations in the advertisements he does and also the brands he endorses. Who can forget Aamir Khan endorsing "Coca Cola" when it was hit by controversies and was going through a low phase. Aamir Khan endorsed it and then again the people started trusting the brand. This is Aamir Khan for you. He is like the standard of trust for the people. People just believe in him because they know that if he has taken up the brand, he himself would have thoroughly done a research and can be trusted.


Aamir khan believes that marketing is not forcing people to buy your product. Its only making them aware of your product. After that, its up to the people to decide upon. He never insults people's intelligence. And to top it all, he knows he has a solid content which will certainly make his product sell in the market like a hot cake. He markets his movies, however his soul has  always been the content. 

With less than two months for the release of his magnum opus Thugs of Hindustan, Aamir khan has still not started any marketing or promotion. The curiosity for the movie has reached a crescendo, he is still playing the waiting game, teasing people. That is Aamir khan for you!