There is a major thrust on building awareness through digital platforms like Facebook, Twitter and Instagram.

There is focus on radio campaigns in cities like Mumbai and Delhi and print promotions especially in smaller cities in Maharashtra, Punjab, Rajasthan and Chattisgarh. The film is also being promoted on television channels across genres-music, kids and news (both English and regional). For us, a film like Sultan means a really big campaign so certain insights can create a lot of interest in the film.' “What we try and focus on, from a creative standpoint, are visuals, dialogues, imagery, storyline and little snippets on aspects that didn’t come through during the promotions before the theatrical release. “With a Salman Khan film, the build-up really matters,' said Vaishali Sharma, senior vice president, marketing, Sony Max cluster.

Sony hasn’t skimped on promoting the film for the premiere. However, since Sultan was produced under the Yash Raj banner, whose chairman Aditya Chopra sells films only to Sony Pictures Networks (SPN), the film went to SPN.Īlso read: Decoding star-led satellite TV film deals In fact Sony winning the satellite TV rights to Sultan was a surprise considering Salman Khan already had a ₹ 500 crore deal with Star India valid until December 2017 and recently renegotiated a ₹ 1,000 crore contract with the broadcaster for his 10 upcoming movies.

Sony is eager to make the most from its advertisers since the channel is said to have paid ₹ 55-60 crore for Sultan for a period of five years, according to people familiar with the deal who did not wish to be named as the deal size is confidential.

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