Harshada Rege (DNA; Arpil 3, 2017)

Trust Yash Raj Films to do things differently when it comes to presenting their film trailers. Last time, they took the cast of Befikre atop the Eiffel Tower to launch the trailer of the film. With Meri Pyaari Bindu, they will release the trailer as five chapters over five days, starting today. These five chapters provide a wholesome insight on what this film is all about.

Why five chapters?
These chapters are in sync with the film’s narrative, capturing a pulp fiction writer’s story. A journey of 30 years that Bindu and Abhimanyu share — from ages five to 30. Meri Pyaari Bindu captures their story through the lens of the pulp fiction writer Abhimanyu. With Ayushmann Khurrana as the writer, and Parineeti Chopra as his muse, Bindu — the film has many moments that one can relate to, though the bond that evolves over time. The makers felt that a trailer in five chapters provide, both, an unusual strategy, and a way to stay true to the movie’s content. Producer Maneesh Sharma explains, “We felt this was the best way to present the film. So the chapters naturally lend themselves to the content and was also a new and exciting way to present our story.”

Digital times
Manan Mehta, VP Marketing and Merchandising, Yash Raj Films further explains, “In Meri Pyaari Bindu, we found a fresh take on two characters and their journey through life. So while marketing this film, our effort is to give our audience a first-hand and honest experience of the film. Also, the digital medium plays a lead role in marketing our content, so our endeavour will be to entertain and engage our audience for the whole week with the trailer presented in five chapters for five days.”