Ramayana was initially projected as a global film from India. Producer Namit Malhotra has repeatedly spoken about taking the epic to audiences worldwide, positioning it as India’s answer to Hollywood.
Given his experience as the head of DNEG, one of Hollywood’s leading visual effects companies, expectations were high that he would bring international-level marketing and publicity to the film.
However, the film’s promotional campaign has so far failed to generate the kind of buzz many expected.
The team could perhaps take a few lessons from S S Rajamouli on how to build anticipation and market a big-budget film. Although production is still underway, Rajamouli’s Varanasi has already generated considerable international attention.
Now, producer and distributor Dil Raju reportedly wants the Ramayana team to step up promotions in the South. He is distributing the film in Andhra Pradesh and Telangana and is keen to see a more carefully planned campaign to attract audiences in the Telugu states.
Dil Raju reportedly faced losses with Yash’s previous film, Toxic, and will be hoping that Ramayana gets the promotional push it needs to connect with audiences across the Telugu states.
A new trailer is scheduled to be released on October 15, with the team reportedly planning to step up promotional activities over the weekend. Whether this push will help the film build the expected buzz remains to be seen.
Ramayana stars Ranbir Kapoor, Sai Pallavi and Yash as Lord Rama, Sita and Ravana, respectively. Directed by Nitesh Tiwari, the film is scheduled for a theatrical release in Hindi and Telugu on November 6.