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Aamir Khan's excellent marketing gimmick in QSQT
By Mansoor Khan, Glamsham Editorial
Papa kehte hain bada naam karegaa...
When Aamir Khan sung this song in his debut movie QAYAMAT SE QAYAMAT TAK (QSQT), little he must have realized that he will go on to become such a huge star that he will not only take his papa's name to dizzy height of popularity but would also unfurl country's name worldwide. Today Aamir Khan is not only a national icon but he is one of the most sought after name in international Cinema. Glamsham.Com wishes him a very Happy Birthday and unfolds an interesting episode about his debut movie QSQT.
Aamir Khan is known for his marketing sense. Each time before the release of the movie he creates an enigma that compels movies buffs to ponder, and thus cunningly draws them to the cinema halls. Remember his bizarre shaven head style in GHAJINI or his bowel hat in the recently released DHOOM 3. However, the younger generation may not be aware that when Aamir Khan made his debut in QAYAMAT SE QAYAMAT TAK (QSQT) he had designed a unique advertisement campaign that hit the bull's eye in making the movie a success.
So what was so unique about the advertising campaign? Well, unlike the run of the mill film posters that display the hero / heroine and main characters in the movie, the film posters of QSQT displayed none!
The posters just had a single picture of Aamir Khan (in standing pose) and a teaser punch announcing 'A boy next door'! Huge hoardings of QSQT were displayed in Mumbai prior to the release of the movie. The punch line had a tremendous effect on the youngsters, particularly the young girls.
The result was fantastic as the movie opened to a great response, despite not a single star or a salable supporting cast! It may be noted that when Raj Kapoor introduced his son Rishi Kapoor in BOBBY he had salable supporting cast of Pran and Premnath. Likewise when Rajendra Kumar introduced his son Kumar Gaurav in LOVE STORY he had to bank on Amjad Khan and Danny but QSQT had none yet it was pure marketing gimmick and a good music that did the trick!
