Nana Patekar’s role in Natasamrat has been considered as one of the most iconic roles in his illustrious career so far. The World Television Premier of Natasamrat was on THIS SUNDAY (31st July) on Zee Marathi at 7pm. The movie traces the life of a Natasamrat (King of the theatre) as he attains glory on-stage but his life is a tragedy off it.
The focus of the promotional campaign right from the start was on Nana Patekar and the contrast of the tragedy his life was off-stage to the glory he attained on it.
The communication thought “Jeevanacha Manchavaril Eka Mahanayakachi Kahani” which means “The story of a great actor on life’s stage” was specially coined for the campaign which encapsulates the essence of the film in one line. The creative representation of this thought showed Nana Patekar is his various expressions subtly demonstrating the tragedy and drama his life became eventually.
The communication reached audiences via an extensive week-long TV campaign across a wide bouquet of Marathi channels. A 1 minute promo as a roadblock innovation also played just before the movie started leading audiences to the WTP.
Print, outdoor, digital, radio, DTH were also extensively used and an SMS went out to the database about the telecast of the movie.
The outdoor plan not only covered major urban towns in Maharashtra but strategic sites close to auditoriums and theatres showing plays were also used to get the relevant audiences.
An extensive print campaign comprising of high impact edit wrap innovation & skybus ads with the communication thought delivered powerfully with a visually engrossing creative was also planned on premiere day.
Nana Patekar‘s strong & intense voice mouthing the film’s iconic dialogues played across leading radio stations of Maharashtra to break clutter from regular jingles.
The digital medium has focused on using specially created promos which have run as Youtube pre-roll ads and on Facebook along with using trivia and fact-based posts on the Natasamrat play and the movie.
The method and message of the communication has been different leveraging the strength of each medium but the core thought has been the same throughout.
Natasamrat is a film from Zee Studios and is an adaptation of an iconic Marathi play of the same name. The movie has been directed by Mahesh Manjrekar and released on 1st January, 2016. It was the highest grossing Marathi films of all times and received critical acclaim as well. The movie is driven by a tight script and stellar performances by Nana Patekar, Medha Manjrekar & Vikram Gokhale.