FACULTY- DEEPAK KUMAR TIWARI

Marketing &
Publicity
A Project By- Supreeta 10920 (TYBA-FTNMP)
 Brahmastra
Part One- Shiva
Fantasy-Action Adventure Film

Written and Directed by Ayan

Mukherji
It stars Amitabh Bachchan, Ranbir
Kapoor, Alia Bhatt, Mouni Roy, and
Nagarjuna Akkineni.
Released on 9th of September
2022
 ABOUT THE FILM

Brahmāstra: Part One – Shiva is a 2022 Indian Hindi-language fantasy action-

adventure film written and directed by Ayan Mukerji.
It is produced by Karan Johar, Apoorva Mehta, Namit Malhotra, and Mukerji – in
his debut production – under the production companies Dharma Productions,
Starlight Pictures, and Prime Focus in association with Star Studios, along with
Ranbir Kapoor and Marijke DeSouza.
The film serves as the first instalment of a planned trilogy, which is itself planned
to be part of a cinematic universe titled Astraverse. It stars Amitabh Bachchan,
Ranbir Kapoor, Alia Bhatt, Mouni Roy, and Nagarjuna Akkineni.
Drawing inspiration from stories in Hindu mythology, the film follows Shiva, an
orphan with pyrokinetic powers who discovers that he is an astra, a weapon of
enormous energy. He attempts to prevent the strongest of the astras, the
Brahmāstra, from falling into the hands of dark forces that share a history with
him.
The film was first conceived by Mukerji in 2011, with core elements being inspired
by Indian history and stories he heard in his childhood. Its development was first
revealed in July 2014 with a planned release for 2016, but its official
announcement by Johar would only arrive in October 2017; initially named
Dragon, the announcement also revealed that the film would be titled
Brahmāstra and have two sequels.
 SYNOPSIS FROM DIFFERENT PLATFORMS
Wiki Pedia-

Brahmāstra: Part One – Shiva written and directed by Ayan Mukerji & inspired by
Indian history and stories he heard in his childhood. It is a Indian Hindi-language
fantasy action-adventure film.
PLOT:
In ancient India, a group of sages in the Himalayas collide with the energy Brahm-
shakti, which produces many celestial weapons of great power called astras. The
strongest among them, the Brahmāstra, carries the capacity to destroy the world. The
sages use their respective astras to control the Brahmāstra and become the Brahmānsh,
a secret society to protect the world from the powers of astras.
In present-day Mumbai, Shiva a disc jockey, falls in love at first sight with Isha
Chatterjee, a London resident who is visiting India for the Durga Puja festival at her
grandfather's pandal. Soon, Isha reciprocates his feelings for her. Shiva tells her that he
is an orphan who never knew his father, and his mother died in an accident when he
was a baby. Meanwhile, in Delhi, Mohan Bhargav is attacked by Zor and Raftar for a
piece of Brahmāstra he owns. Mohan manages to disguise it inside his Mayāstra before
escaping by using the Vanārastra. When he returns to retrieve the piece, he is captured
by Junoon, who works for the mysterious Dev. Under Junoon's possession, Mohan reveals
that the second piece is protected by an artist and archaeologist named Anish Shetty in
Kashi. The third piece is with Guru, the current leader of the Brahmānsh. Before he can
reveal the location of Brahmānsh (Āshram), Mohan commits suicide.
 SYNOPSIS FROM DIFFERENT PLATFORMS
Wiki Pedia-

PLOT CONTINUATION:
Shiva sees a vision of Mohan's encounter with Junoon. He and Isha head for Kashi to
warn and save Anish but are interrupted by Raftar, who now wields Vānarāstra. Anish
defeats him using the Nandiāstra before escaping with Shiva and Isha. While going to
Himachal Pradesh, where Āshram is located, they are chased by Junoon and Zor in a
truck. Anish gives the second piece of the Brahmāstra to Shiva and stays to fight Junoon
and Zor, only to be killed. Shiva and Isha are chased by Raftar to Āshram where Shiva
kills him using the Agnyāstra after he tried to kill Isha. At Āshram, they learn about other
astras and Shiva is forced to join Brahmānsh by Guru for the information of his parents.
He meets other newly recruits Rani, Raveena, Sher and Tensing who are all trained by
Guru on how to use their respective astras and Shiva also gains control over fire. As
Junoon gets closes to them, Guru reveals that Shiva is the son of former Brahmānsh
members, Dev and Amrita. Dev actually awoke the Brahmāstra as he was the only
person, who was able to control multiple astrās at once.
Amrita (pregnant with Dev's child), who wielded the Jalāstra defeated him in a battle
on a remote island and both of them seemingly perished from the battle. Amrita's boat
was found in the ruins of the battle, brought back from the island, with two broken
pieces of the Brahmāstra.
 SYNOPSIS FROM DIFFERENT PLATFORMS

Wiki Pedia-

PLOT CONTINUATION:
The pieces of the Brahmastra were given to both Mohan and Anish. The third piece
was believed to be missing, with Amrita concluding that they both survived. The
third piece of the Brahmāstra is in Amrita's Mayāstra disguised into a conch shell
which Shiva unknowingly releases it after his blood drops on the conch. Junoon and
her army arrive at Āshram for Brahmāstra and hostages everyone. Shiva defeats
Junoon while also killing Roz, who wielded Nandi Astra and releases everyone. But
Junoon managed to take the third piece from Isha. She seemingly sacrificed herself
to activate Brahmāstra. The destruction starts to begin but Shiva gains control over
the Brahmāstra with the 'power of love', reuniting with Isha.
Before the credits, due to Junoon having activated the Brahmāstra, Dev, who was
imprisoned as a statue on an unknown island, is released.
 SYNOPSIS FROM DIFFERENT PLATFORMS

IMDB-
 SYNOPSIS FROM DIFFERENT PLATFORMS

IMDB-
 SYNOPSIS FROM DIFFERENT PLATFORMS

OTT (Disney+Hotstar)-
Ayan Mukherji's magnum opus Brahmastra was released on the big screen
around the world and has smashed all box office records to become the
biggest non-holiday release. Ranbir Kapoor & Alia Bhatt starrer has minted
over 150 crorers in just three days of it's release and as per several analysts
the movie is on the roll to break several other records as well. Amid massive
box office success there are constant talks about the film and it's OTT
digital premiere date as movie buff's and especially OTT viewers are
waiting for the movie to release online.
As per reports Disney + Hotstar has purchased the OTT rights to the movie.
According to the buzz on Brahmastras's OTT rights were sold to
Disney+Hotstar because Disney was also the distribution partner for
Brahmastra's PR campaign. That being said the OTT release dates are still
unknown.
 Posters- Fan Art (Poster Art)

First Look Reveal (4th March 2019) Character Posterl (9th June2022)

Festive release creative

 Marketing Plan & Execution
Publicity Stunt:
The film has gained a lot of popularity and created an impression among its viewers
even prior to its release. It's one of the best marketed movies in the recent times. Ayan
Mukherji especially has kept the buzz around the movie from years long, be it posting
about the pre-production of the film, sharing pictures on instagram of the various
processes of the film or playing around with the PR ads and creatives.

Ayan had named the

movie Dragon first

Ayan Mukherji-"Brahmāstra
Everywhere ! (check link in bio)
Also... Day 2 on Instagram :
Losing the Plot !"

First Poster Launch

 Marketing Plan & Execution
Publicity Stunt:
Logo reveal at the Kumbh Mela streaming live on
Facebook and Hotstar
A never-seen-before publicity stunt by team
Brahmastra when they unveiled the logo of the film
through 150 drones flying all around the sky during night
time at one of the biggest festivals in India- Kumbh
Mela. The entire show was streamed live on digital
platforms like Facebook and Hotstar which gained a
lot of popularity and viewership among the fans.
Teaser song as trendy Instagram music
‘Kesariya’- the teaser song of the film sung by none
other than the very talented, the man with a magical
voice- Arijit Singh has made it’s mark in people’s
hearts with its beautiful melody and charm. If you are
someone who is highly active on Instagram, you will
come across several reels where this song has been
used as the background music in several instances
which makes it one of the most viral/trendy songs on
Instagram thereby creating a lot of buzz around the
upcoming film.
 Marketing Plan & Execution
Publicity Stunt:
Social media hype and media coverage
We can’t deny the fact that the media indeed plays a
very vital role in the entire promotion process of a
movie/film. Brahmastra received a warm media
coverage and created a lot of social media buzz via
it’s promotion through media.
The real and reel life couple
Ranbir and Alia the star cast of the film has created a
lot of excitement and anticipation among their fans
not only during the tenure of their courtship but also
post their marriage. People’s interest in the couple’s
personal life has ignited a spark to watch the film in
order to enjoy their on-screen chemistry.
 Marketing Plan & Execution
Publicity Stunt: Connecting with the youth of
Nationwide Reach Bombay, the makers joined
From the very beginning, Brahmastra Marketing hands with IIT Bombay’s ‘Mood
Strategy was received by a wider reach with the Indigo’ festival. Where the stars
audience. This didn’t limit to Bollywood, as the and the director interacted with
makers announced that the movie would be the audience. Apart from talking Other than this, the makers went
released in 5 languages including Hindi, Tamil, about the movie, the celebs also together at Cinepolis Theaters as
Telugu, Malayalam, and Kannada and would be unveiled the festival’s 52nd well to promote the in-theatre
distributed by Telugu film director S. S. Rajamouli edition for the people. experience.
presenting the dubbed versions in the latter four

South Indian languages.

Apart from this, the makers roped in Telugu star

Jr. NTR to a pre-release event in Hyderabad The makers collaborated

which ensured the movie reached the audience with Book My Show & PVR as
in the South as well. their official online ticket
booking platforms.

Social Media Interaction

The makers of the film heavily depended upon the film’s
social media pages to reach the audience as well.
Brahmastra’s official Instagram account initiated a
#FanFocusedFriday event that included fan arts and
recreations of the movie’s scenes and songs. This gave
a shoutout to the creators and kept the audience
engagement at its peak.
 Marketing Plan & Execution
Teaser-
Brahmastra had multiple Teaser's like Motion
poster teaser and character reveal teasers.
All of these 37secs to maximum 2 minutes
long.
Trailer- The trailer introduces you to magic in the first 10 seconds and you are
left craving for what’s next. The victory that Mukerji tastes with the
trailer is the fact that his hero comes much later and he lets his world
take over first. I hope even the movie does that because the Astraverse
is much bigger than any character and it is important to understand
that first. In a kind of ideation and making BTS video shown to us in a
special screening, Ayan’s world is fascinating and the audience needs
to be aware of that.
The Brahmastra trailer cleverly packs all the selling elements from the
massive stars to the astonishingly beautiful VFX, to Pritam’s fantastic
score to some elements that might be the biggest surprise. It manages
to draw your attention and hold you there. But have to say this, Pritam
might just end up giving one of the best scores of his life with this one.
Amitabh Bachchan describes Brahmastra as Modern Mythology and
it is fascinating how Mukerji manages to bring the elements of the
Indian mythology and marry them with his story to create a world
that looks closer to our roots but has the calibre to compete with
the Global content. Won’t spoil your experience by explaining the
myth part much but it is beautiful.
All things said the negative publicity of the film is indeed massive.
But the audience needs to be aware and give this team a chance to
bring one of the most ambitious films to the big screen. The vision is
fresh and it’s a homage to our roots.
 Social Media
Instagram & Facebook- Youtube-
Like discussed earlier in these slides Ayan Brahmastra is highly promoted film on
Mukherji and the main cast of the film Youtube. It has promoted all it's teasers to
shared a lot of details of the films in the trailer and has also used Youtube Shorts to
process of pre-production, production and promote the film highly.
post production of the film.
 Social Media
Twitter & Hashtags- Fanpages-
A lot of the netizens lauded the film and gave a positive
response to the Alia Bhatt and Ranbir Kapoor starrer. One of
them wrote, “Impressive chemistry between Ranbir and There have been multiple fanpages on
Alia… Terrific Visuals …Hollywood level… Screenplay was various social media platforms like facebook,
outstanding…. Ayan Mukerji never disappoint me honestly. instagram and twitter, etc.
Definitely watch Brahmastra at your nearest movie theater.”
Another one wrote, “#Brahmashtra 1st half review from
canada: Visually brilliant and bgm is terrific but somehow
screenplay is inconsistent. #ranbir #AliaBhatt are not at
their usual best.hope things change. #brahmashtrareview”.
 Social Media

Ticketing Partners- Media Partners-

BookMyShow is their official ticketing partner
Brahmastra is associated with the top media
who's also provided various offers for the
partners in India. Like Prime Focus, Dharma,
audience to indulge in the theartrical
Star Studios, Starlight Pictures.
experiences.
 Social Media

In Theatre Promotions & Involving the starcast in the promotions-

The starcast highly indulged in the

theartrical promotions, creating a
huge buzz around both the leads of
the film Ranbir and Alia. The
starcast also involved into meeting
the fans a day prior to the release,
hence had kept a pre-release
specially for the curious fan-base of
the film.
Thank You
Supreeta 10920 TY-BAFTNMP DIV-A
Assignment: Marketing and Publicity
Faculty: Deepak Tiwari
Date of Submission: 19.09.22