Karan Johar who is currently busy in the U.S. with a bunch of actors for his Dream Team tour seems to be having sleepless nights. The director’s movie Ae Dil Hai Mushkil which is slated for release this Diwali is locking horns with Ajay Devgn’s Shivaay.
Diwali releases generally have an 8- 10 week long and methodological promotional plan, as the pre- Diwali promotional leg faces tough combat from multiple brands which also vie for customer attention.
Keeping this in mind Shivaay’s trailer, which was released on 7th August, is giving enough time to for its campaign to percolate and register in audiences mind. The trailer has already received an unprecedented response from the audience and film industry on each of its aspect.
On the other hand, ADHM trailer is nowhere in sight. It will release only in September with Baar Baar Dekho, which he is also co-producing. This will leave Karan with very less time to have a desired and impactful campaign.
Earlier Karan planned to release a teaser of his film in July end/first week of August, which he showed to few of his industry friends. But they all only ended up liking the music more than the teaser, so he had to rework it entirely.
Due to his packed schedule lately, Karan has also been unavailable to his marketing team who aren’t able to make a final plan yet. They have only been revising their strategy basis new timelines that are given to them every few days.
Looks like KJo is bombarded with way too much to do and has more on his plate than he perceived. The pressure to cope with Baar Baar Dekho’s release, ADHM’s completion and promotion is leaving him jittery about the movie’s Diwali release. He even confided in some close friends about his stress and confusion who have advised him to take it easy and not make this into an ego war unnecessarily.
