On June 2, a Taare Zameen Par Fan Meetup was held at an auditorium in Mumbai and was attended by the team of the 2007 classic – actor-director-producer Aamir Khan, fellow actors Darsheel Safary, Vipin Sharma and Tisca Chopra and music composers Shankar-Ehsaan-Loy. In the second half of the event, Aamir sat down on the stage and answered fan queries. Aamir Khan is considered a marketing genius and a fan asked him about it.
Taare Zameen Par Fan Meetup: Marketing GENIUS Aamir Khan explains “marketing is a part of storytelling” with an effective example; reveals why many felt that Ghajini would flop: “Uss time pe action films nahin chal rahi thi”
Aamir Khan said, “In my understanding, marketing is a part of storytelling. Imagine you are in a party with 20-25 of your friends. The music is playing and food is being served. Suddenly, you feel like sharing an interesting anecdote. What would you do then? You’d say, ‘Guys, guys, suno. Music kam karo…idhar dhyaan do. Meri baat suno’. These 3 lines that you tell your friends – ‘music kam karo’, ‘idhar dekho’, ‘meri baat suno’ – is marketing!”
Aamir continued, “So, you grab the attention of the people in the room and then you narrate the story. No one will start narrating a story without catching the attention. Toh marketing aur kahaani sunana ek judi hui cheez hai. When you narrate the story, you always reach to the audience before that. That is marketing. Often, people assume that marketing is separate. No, it’s not. It’s a part of creativity.”
Taare Zameen Par is arguably the most acclaimed film of Aamir Khan. He was asked if he was aware that it would touch people in such a manner. Aamir surprised everyone by saying, “No, I didn’t. Whenever I make any film, I have no idea. My subjects are very ajeeb-o-gareeb that they don’t fit in the mainstream cinema. Hence, even if someone wants to have expectations that the film will work, that person won’t be able to. Kaise chalegi bhai (laughs)? Hence, I had no idea that Taare Zameen Par was going to do well. I only hoped that it would reach out to the audience and they would be impacted by it. I was aware that like my son, many were struggling with learning disabilities. It was my way to sensitize people so that children don’t have to suffer like this as it’s a lot of torture for a child to go through it.”
Aamir Khan further said, “I made a film called Ghajini (2008). You guys must have thought that since it was a mainstream film, it was expected to be a success. But that was not the case. Uss time pe action films nahin chal rahi thi. I was told, ‘The era of action film is over 2-3 years ago. Aur tumhari action film ab aa rahi hai’!”
Stand-up comedian Harsh Gujral asked Aamir Khan, “Was there ever a film which you know would work big time?” The audience threw many names. Aamir heard patiently and replied, “I’ll be honest. You guys are naming Lagaan (2001), Dangal (2016) and 3 Idiots (2009). I swear that when we were making these films, we had no idea at all at that time, we were very stressed. We worry if the film will be completed. Secondly, if it does get complete, kya yeh film theek thaak banegi ki nahin? Would we be able to translate the idea on paper on screen properly? This is something I have no idea about.”
Aamir raised laughs as he said, “There’s a dialogue in Lagaan, ‘Ee peeda utha ke humne kono galti toh nahin ki?’. I ask this question to myself and my director every single time!”
More Pages: Ghajini Box Office Collection , Ghajini Movie Review
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