Placing 'Thackeray' on the front page

A three-week print push around the theatrical release of 'Thackeray', placing coverage in 198 separate publications — national English dailies alongside Marathi and Hindi regional press — for a release built on regional cultural resonance as much as star power.

Thackeray (2019 film)Film & Entertainment2019

Campaign narrative

How it came together.

Challenge

A biographical political drama needs credibility with the audience the subject actually represents, not just national entertainment-page coverage — and the release window was short.

Insight

Real reach for this film meant regional press mattered as much as the nationals — Marathi and Hindi dailies carry more weight with this audience than an English business paper does on its own.

Strategy

Run national English coverage and Marathi/Hindi regional coverage in parallel through the run-up to release, rather than treating regional press as an afterthought to the national story.

Execution

256 clippings placed across 198 individual publications between 6 and 29 January 2019, spanning national dailies (Times of India, The Indian Express, Economic Times, Business Standard, Mumbai Mirror) and regional press (Loksatta, Maharashtra Times, Navbharat Times, Sakal Times, Punya Nagari, Pudhari and more).

Deliverables

256 print placements198 individual publications coveredNational English, Marathi and Hindi press simultaneouslyThree-week sustained coverage window

Outcome

Circulation and readership figures per publication weren't independently verified — the numbers above are placements and outlets, counted directly from our own media archive, not estimated reach.

Media & content highlights

Times of India