The Marketing Story behind Aamir Khan’s Dangal

  • Blockbuster movie Dangal which was eagerly awaited by the public in the year 2016 screening the story of wrestler Mahavir Singh Phogat (Played by Amir Khan), who taught wrestling to his daughters, got the good response from the public.
  • Supported by two of the biggest production houses, Amir Khan Productions, and UTV motions pictures, the movie was supported by a huge marketing plan.
  • It is believed that marketing plan of Dangal moreover revolves around the digital marketing. Amir Khan Productions wanted to limit their marketing expenditure and wanted to keep the medium very selective.
  • Various videos were released to promote the movie and create the excitement among the public. Two of the videos were on Amir Khan’s weight gain and weight loss to fit into the role of a father. The video depicted how Amir Khan indulged in samosas and all type of junk food to increase his weight.
  • Other videos were “the making of dhaakad girl” and “On set with Saakshi Tanwar”, both the videos garnered close to 3 million each view.
  • The movie and trailer were extensively promoted through theFacebook pages of Aamir Khan (with 16 million followers), UTV Motion Pictures (5 million followers ) and Twitter Pages of Khan (19.4 million followers) and UTV Motion Pictures (602K followers).
  • The team, which wanted to avoid the inevitable comparison of Dangal with Sultan, included influencer marketing in its strategy. They invited several celebrities to the special screening of the first cut of the movie and they were well praised by various celebrities on YouTube.