A horror film's premiere, worked like three launches
Premiere and song-launch coverage across 2019 for 'Mushkil: Fear Behind You', produced by Ravinder Jeet Dariya — a dedicated premiere party plus two separate song launches, including 'Yun Hi Nahin'.
Campaign narrative
How it came together.
Challenge
An independent horror film without major-studio backing needs multiple, separate press moments across its run-up rather than a single release-day push, to stay visible over a longer window.
Insight
Splitting the promotional calendar into a premiere party plus two distinct song launches created three separate press moments instead of one, each with its own guest list and its own reason for coverage.
Strategy
Sequence a premiere party and two song launches as separate events rather than folding them into a single announcement, multiplying the number of press-worthy moments across the release window.
Execution
A premiere party plus two song launches — including 'Yun Hi Nahin' — through 2019, with a guest list including Kunaal Roy Kapur, Rajniesh Duggall, Nikitin Dheer and Rajiv S Ruia.
Deliverables
Outcome
No independently verified box-office or press-reach figures are available for this release — the record here is the events themselves and the people who attended, drawn from our own photo archive.