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Tag: Aashiqui 2

  • The campaign for the movie which will air on July 27 entails the use of various tools like Television, Print, Outdoor, Digital, DTH and Cinema

    Max goes 360-degree for Aashiqui 2

    By A Correspondent

     

    It appears to be the time when movie channels are going big on promoting the films they are airing.

     

    Max from the MSM/Sony stable has deployed a 360-degree marketing campaign for Aashiqui 2 that’s set to be aired on July 28. The campaign entails the use of various tools like Television, Print, Outdoor, Digital, DTH and Cinema.

     

    Said Vaishali Sharma, Marketing Head, Max on the campaign: “We have strategically and creatively used different media effectively to create experiential and interactive opportunities for our audiences. Building on the theme of romance and the music of the film that has captured hearts of millions, we have recreated the magic of Aashiqui 2 across outdoor, digital and on air. We have got the stars of Aashiqui 2 to enhance this experience further, inviting and enticing audiences to be part of the experience on Sony Max.”

     

    On the social media platform, the Sony Max Facebook page has a daily love tip for all its followers where fans get advise on their love life. It has created a special ‘Aashiqui 2 Lovemeter’ which calculates the love quotient between you and your partner. A contest called ‘Aashiqui 2 Moments Contest’ where Facebook fans can upload their best romantic pictures. Shortlisted pictures will be showcased in the end credits of the premiere.

     

    On July 26, Aashiqui 2 roadblock videos is set to greet all Youtube viewers. A contest will also happen where audiences would be asked questions related to the movie. Lucky winners will meet Aditya Roy Kapoor and Shraddha Kapoor.

     

    With outdoor, a movie poster will be installed on a rotator at various major drive-heavy roads of Mumbai. A hoarding outside National College in Bandra will be covered with real roses which has to plucked by spectators revealing the Aashiqui 2 poster.

     

    Then there’s the musical bus stand which will play live music from the movie for the benefit of commuters.

     

  • Every week, Deepa Gahlot casts a critical eye over media reviews of Bollywood releases… in Reviewing the Reviews

    Reviewing the Reviews: Aashiqui 2

    Aashiqui 2

    Key Cast: Aditya Roy Kapoor, Shraddha Kapoor

    Directed By: Mohit Suri

    Written By: Shagufta Rafiqui

    Produced By: Bhushan Kumar, Mukesh Bhatt, Krishan Kumar

     

    Mahesh Bhatt’s 1990 film Aashiqui was a hit mainly because of its music. But when Aashiqui 2 comes out 23 years later, there is a feeling of nostalgia among so many critics. And the sense that the new film does not measure up to the original. Even if it did, it would still be loud, melodramatic and outdated.

     

    Most reviewers settled for 2.5 stars, except for a bunch of RJs who, for some reason, have raved about it.

     

    Surprisingly, so many named Abhimaan and Rockstar as ‘inspirations’ but hardly anyone picked the real one, A Star is Born!

     

    Shubhra Gupta of Indian Express wrote, “Aashiqui number 2 has similarities with the first: the Bhatts are co-producers along with Bhushan Kumar (son of the slain T series magnate Gulshan, who was responsible for the phenomenal success of the original’s music, still bouncing about in playlists). Music leads from the front again. But this time around, it is not as distinctive, and that’s because the Bhatts may have become victims of their own created template of sufi-soft-pop-cum-rock. No single song of the new Aashiqui leaps out at you. And this, along with a story that starts with some lift and then dips makes the new film a messy meander.”

     

    Karan Anshuman of Mumbai Mirror found some merit in it, but commented, “It’s a pity that a few weak moments of stupidity preempt in sacrifice for quality drama. That and the fact that they seem to be living on separate continents while the makers pass it off as one city. Pepper the scenes with some poor dialogue and what should’ve be a satisfying, sentimental date film turns out less than what you’d have hoped for.”

     

    Anupama Chopra of the Hindustan Times was disappointed too. “The film, however, never becomes more than the sum of its parts. Aashiqui 2 falls into that lukewarm category of ‘I didn’t mind it,’ which is not the same as ‘I liked it.’ It could have been so much more.”

     

    Sanjukta Sharma of The Mint was scathing. “Shagufta Rafique’s script and dialogues are dead from the word go. Some of the most insufferable moments are about how heinous alcohol is – the writer even suggests hitting the gym and ‘following a diet’ are the best panacea for alcoholism. Odd platitudes like that fill the script.”

     

    The Times of India’s Madhureeta Mukherjee gave it 3.5 stars, but didn’t sound too enthused. “Suri’s musical love story doesn’t bear much semblance to the original Aashiqui; instead it finds its own rhythm. He pitches the story with old-world romance, high-drama and well-crafted heart-breaking moments. Aarohi’s character is endearing and Rahul stays ‘bottled’ (like ‘Devdas’ with a cause), with sudden outbursts. The story slows down in parts and the climax might seem unreal to many, but maybe a ‘fix’ for die-hard aashiqs.”

     

    Upperstall’s Mr Care nailed it: “Besides being one of the most slipshod, inarticulate, and senseless films in recent memory,Aashiqui 2 is also nothing like the film of which it is touted as a sequel to. A mashup of Rockstar and Abhimaan, it tries embarrassingly to achieve the intensity of the former and the tenderness of the latter. It fails on both counts and more, and begs the question of what was the point of the whole film.”