Diganth is making waves across town with the offbeat promotions for his upcoming film Edagai Apaghatakke Kaarana (EAK). From collaborating with street photographers known for candid portraits of strangers to donning a teddy bear costume and requesting left-handed handshakes, the film’s unconventional marketing tactics have gone viral online.
Debutant director Samarth Kadkol, a native of Belagavi, is setting a unique tone for the film. “We felt there’s no point in repeating the same old promotional methods that simply ask people to come to theatres,” he said. “Brands and service companies often attract customers without saying ‘buy our product’. That’s what we’re aiming for: non-traditional promotions. We’re using current affairs and social experiments to draw attention to our film.”
And the approach seems to be working. One campaign featured Rakeshpedia, a social media street photographer known for his candid portraits of women. Diganth became the first male ever featured in Rakeshpedia’s portfolio, a move that quickly turned into a social media sensation.
In another stunt, Diganth appeared in a teddy bear costume, holding a placard asking for left-hand handshakes from strangers. Those who agreed were surprised when he revealed his identity. “We have a few more crazy concepts coming up. All of this will build up to the trailer and the film’s release on June 13,” Kadkol added.
Kadkol believes such inventive promotional strategies are essential. “Today’s audience is smart. If we can’t show creativity in marketing, how can we expect them to believe we’ve delivered it in the film?” he asked.
The director also praised Diganth’s dedication. “He’s taken it upon himself to go all out for the promotions. He’s seen the final cut and believes in it. His energy is infectious and has motivated the entire team,” he said.
A song from the film was released earlier this week. Edagai Apaghatakke Kaarana, starring Diganth and Nidhi Subbaiah, is a humorous dark suspense thriller revolving around the challenges faced by a left-handed person.
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