Some of the marketing strategies applied for the film Kaho Naa Pyaar Hai… might sound normal today but were innovative at that time.
An aggressive “music-first strategy” was used to create a massive pre-release buzz for the debut lead, Hrithik Roshan. The soundtrack was heavily marketed on music channels like MTV and Channel V, long before the film’s theatrical release.
The visually striking music videos and Hrithik's dance moves were cultural sensation before the release of the film. The teasers were ‘Hrithik centric’ and Hrithik was presented as the “Millennium Star”.
His hazel eyes, chiseled physique (especially in the black net outfit) created an unprecedented youth craze before audiences even saw the movie.
One more strategy was to keep Hrithik away from the media to create curiosity. Like other stars, Hrithik was neither doing photoshoot nor giving interviews and maintained distance from promotions.
The mega campaigns during the release of the film also featured legendary promotional contests that offered fans the chance to win romantic date with the young star.
Besides this, there was a massive print media campaign with posters, hoardings and advertisements in newspapers and magazines.
The entire marketing strategy transformed newcomer Hrithik Roshan into an overnight, larger-than-life superstar.
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