Aamir wields the scissors to create 'buzz' around Ghajini

FILMS For his first release in 2008, the actor has personally planned and executed many of the marketing moves

Aamir Khan, who evaded the media for so long and never really participated in any advertising blitzkrieg for promotions of his films, was busy giving hair cuts at a New Delhi salon to market his new film Ghajini. Yes, he was personally giving the ‘buzz cut’ — the hairstyle the actor sports in Ghajini. Speaking of marketing, Khan has personally written notes to 200-odd journalists, at the back of their respective photographs, in his own handwriting and sent them along with a regular press kit of Ghajini. One such note was also addressed to this reporter.

Then there is DTH Tata Sky, also a product that Khan endorses. Tata Sky for the past few weeks has been running Ghajini “specials” complete with behind-the-scenes stories of the upcoming film.

In another move, coinciding with the film’s release, Tata Sky has also included Asin, the lead actress of the film, as one of its ambassadors. What’s more, Radio Mirchi, one of the leading radio channels, has actually invited SMSes and phone calls from people to get a haircut from the actor himself.

Wait, there is more. For the actor who, according to his PR machinery, is personally planning and executing many of the marketing moves for the action-thriller film, Khan has also managed to tie up with some leading sculptors who are creating replicas of Khan’s Ghajini look, with his eight-pack abs, and installing them at various multiplexes in the country. Nitin Gorde, a sculptor, who was part of this plan for the film’s advertising, confirms, “We put a clay mask on Aamir and he couldn’t breathe for close to 10 minutes. He was so sporting about it.” With close to 50 such mannequins already made for different multiplexes, Gorde confirms that the idea of creating sculptures came from Khan himself.

That Ghajini will succeed at the box office in the first initial weeks is obvious from the publicity stunts that have been devised for the film. With a total of 1,450-odd prints releasing on December 25 (some reports suggest that the film just might be released a day earlier), Priti Shahni of Indian films confirms, “Ghajini is the biggest domestic release of 2008 and that obviously reiterates our stand that the strategy to promote our film had to be bigger, better.”

Reported to have been made at a budget of Rs 50 crore, Madhu Manteina, producer, Ghajini, says that the film’s marketing is far from being over. There is co-branding, for instance, with Tata Sky and Samsung. “A special Samsung phone will be launched in the film. In other words, after Batman, Ghajini is the first film to release a handset as part of the film’s content,” he confirms.

Predictably, multiplexes are excited about the film’s release. “We are gearing up for what promises to be a huge release,” says Tushar Dhingra, COO, BIG Cinemas. It was at multiplexes like BIG Cinemas and PVR that close to 300 employees, in

Mumbai, went in for the trademark “buzz haircut” on the day when Rab Ne Bana Di Jodi had released. And while experts refuse to give details on the marketing budget, it is believed that close to 30 per cent of the film’s total budget was spent on the marketing alone. Made at Rs 50 crore, Ghajini’s rights were reportedly bought by Indian Films for Rs 90 crore. And since it is the actor’s first (and only) release of 2008, the producers and Aamir are leaving no stone unturned to ensure the film is a success.

From the looks of it, Ghajini’s a success already.