Bijuka PR Review

Below is the PR review I wrote for Bijuka. Bijuka was unique in that it featured the longest rape scene in Bollywood history. During filming the crew received death threats. 

Every campaign really is unique and turns into it's own monster.  Bijuka was an interesting project in that my clients where in Mumbai, India. The N. America producer was in CT and I was between New York and Cali. I had to work with 3 time zones, two very very different cultures and a definite language barriers.  

Synergy Media L.L.C. 2012 Sophie Lily Weinstein
BIJUKA
A Parshva Productions Film
Directed by Atul

Every person in the world is entitled to a fundamental set of human rights that allow him or her to live with dignity and self-respect. Unfortunately, for too long women have been regarded as less than human, and therefore, not entitled to these human rights.

SUMMARY
Bijuka tells the story of Lalli and Painku, a young couple thrust into an arranged marriage in rural northern India. Suffering greatly at the hand of her new family, Lalli attempts to dissolve her marriage citing Painku’s disinterest in consummating their union as just cause. After the village council orders Lalli to demonstrate her husband’s alleged impotence, the councilmen proceed to gang rape her while Painku keeps her restrained. Bloodied and in a state of shock, Lalli tracks down her husband and kills him with an axe. Lalli turned herself in for murder and is now serving a life sentence in Rajasthan.
Marketing and Public Relations Plan.

COMMUNICATION PLAN
Bijuk's communication plan and subsequent marketing strategy was unique in that the key scene in the film was the longest rape scene to be filmed in Bollywood’s history. Our approach and execution of the film’s marketing and public relations strategy acknowledged the rape scene but also highlighted the human rights issues the film address.

The Bijuka website and Facebook include links to organizations and movements that are working on the issues raised in the film

AUDEINCE
While we focused on niche groups, such as women’s and human rights activist our focus was aimed at a broader more diverse audience. The overarching goal of the film was to bring to light that while India is experiencing an economic boom, a growing middle class and significant social and cultural changes, much of the country is still deeply rooted in thousands of years of traditions of gender inequality.

MARKETING STRATEGY
Traditional marketing strategies were utilized but were supplemented with innovative on-line/viral campaign. This structured two pronged approach built momentum and created the greatest possible impact to our viewing audience. In additional too EPKs and advertising material we used a two panel iKyp. Our Ikyp was designed to physically engage our targeted audience by appealing to a combination of senses. It created intrigue and interest in the film, allowing people to interact and connect with the content at film festival markets.

Our patented* iKyp webkey™ is a unique way of bridging physical media and the digital world. The interactive iKyp format engages recipients with brand messages offline then drives them seamlessly online to learn more via the webkey. All they need to do is insert it in to a computer USB port and the destination site immediately launches. The iKyp webkey is the only technology that offers a unique ID fingerprint, allowing marketers to create personalized and progressive web experiences for their audiences, whilst tracking campaign efficacy and individual user behavior.

COMMUNITY OUTREACH 
In addition to using out-of-the-box strategies, a cornerstone of our plan was to unite with a nonprofit organization that would support the film’s core message and marketing efforts. Parshva Productions who produced Bijuka partnered with Breakthrough. Breakthrough is a global human rights organization that uses the power of media, pop culture, and community mobilization to inspire people to take bold actions for dignity, equality, and justice. Breakthrough empowers individuals and communities to stand for universal human rights by using multimedia tools that transform hearts and minds. Based in India and the United States, Breakthrough address critical global issues including violence against women, sexuality, and HIV/AIDS. In Spring 2012 Breakthrough will be screening Bijuka at their annual fund raiser.

This spring Breakthrough will be screening Bijuka during their annual fund raising event. The director will be the key speaker addressing both patrons and press.

FILM FESTIVALS
Key film festivals throughout the world were targeted based upon their influence in the film industry, strength of their film markets and past winning films. Ashtar Sayed, the director of the film recently won the 2011 “Grand Prix Honors for the Best Film of The Festival” at the International Filmmaker Festival in Kent, England and 11th Dhaka International Film Festival

On Thursday, February 23, 2012 the South by Southwest Film Conference and Festival (March 9-11) announced that Bijuka was nominated for the SX Global Award.

Press & Links
• IMDB
• Bijuka Facebook
• Bollywood Mantra
• Times of India
• Time of India
• Box Office India
• Prescrean
• Bangla Movie
• Movslib
• Dear Cinema