Just like any other movie, it's being promoted on the Digital platform; however the promotion strategy is a bit difference. We observed that the movie official Facebook page has created an event, `Light a Candle for Justice`.
This is first of its kind for a Bollywood film, a virtual event where supporters express their opinion, support and grievances. The official communication mentions that the movie is much beyond commercial cinema and has a meaningful social message woven in to it. Also, lot many real life medical negligence incidents from archive and latest news is being shared to raise awareness on the subject.
`Target audience and promotion strategy adopted for a mass masala film is very different; out here we have a niche product that is not only commercial cinema but also qualifies as meaningful cinema. Our purpose is two-fold; promote the movie and also the cause. Creating a virtual event has helped us spread awareness; also it serves as a good platform for Indians to engage, express anger and share their experiences on medical negligence and other malpractices` says, Ami Shah, Digital Campaign Manager.
The film directed by Suhail Tatari & written by Vikram Bhatt will hit the cinemas on Jun 14th. The first half of the movie is based on how a boy dies on the operation table due to medical negligence & the second half enters the courtroom drama. The shooting of the film started after nearly one year of research and similarities to real life are in this case, not coincidental.
Vikram Bhatt says, `I am aiming at making a realistic drama on one of middleclass Indian's biggest fears, death in a hospital. I'm deeply disturbed by the spate of deaths due to medical negligence. We presume only the poor die due to medical negligence. Not so.
The rich who can afford the best treatment also perish because someone in the Operation Theater goofs up. It's very important to not to let gross medical negligence go unpunished. We are saying that Ankur Arora didn't die just because doctors failed to save him. Instead, it was plain murder.`
