Vir Das isn’t known to half-ass things. He isn’t one to settle for the tried and tested either. Whether he’s recording a special or pouring his life experiences into a book, he’s going to go the extra mile to make it visually appealing, to pique the audience’s interest. That energy was amply evident in the marketing for his upcoming feature film.
After eight years, Das has returned to the silver screen with the spy-caper Happy Patel: Khatarnak Jasoos. Produced by Aamir Khan, Das is the leading man in the film and has also co-directed it. The film also stars Mona Singh, Mithila Palkar, Sharib Hashmi with cameos from Aamir and Imran Khan.
Das’ return to cinema after delivering hits such as Delhi Belly and Go Goa Gone couldn’t be a silent. He wasn’t going to go the mundane route of press junkets and boring interviews either. Everything that came out leading up to the release of the film was a small piece of content that could stand alone on its own. It was meta. It was fresh. It was Gen-Z. Clearly, you don’t need an MBA-bro to nail things. Here are some of our favourite pieces that came out leading up to the release of Happy Patel: Khatarnak Jasoos.
Dropping Teasers, Leaving Crumbs
Way before there was any chatter about the film, Das had started dropping cryptic messages. The kind that one would find in a good whodunnit and on a rewatch all the clues are in plain sight.
Released A ‘Smashing’ Announcement
You remember those CRED ad where we got to see the wild side of Rahul Dravid? Well, the announcement post for Happy Patel: Khatarnak Jasoos was similar only this time we got to see Aamir Khan use Das as his personal punching bag.
A Little Dose Of Nostalgia For The Delhi Belly Stans
The last time Das and Aamir and Imran Khan teamed up they gave us the cult classic Delhi Belly. So they tried to give us a little shot of nostalgia with an evening of roasts and performances including a mentalism act with Suhani Shah. Have they delivered another cult classic? Only time will tell. But they’ve definitely upped the bar for promoting a film.
He Had One Shot, One Opportunity, And He Took It
Imran Khan slid into Das’ DMs. He took that opportunity to include him in the film. And having seen the preview, let me tell you it’s zany and tasteful in the classic Vir Das way.
Another Round With Mr. Aamir Khan
We have no words for this one. It’s just so much fun to see a meek Das go up against a boastful Khan. It’s funny, it’s meta, it’s amazing.
Haters Gonna Hate, Das Made The Most Of It
You can ignore the haters. But you can go one step further like Vir Das and use it as content. Way to go haters! Give him some more material.
Dabbled In Some Primetime Marketing
Vir Das and his co-stars went onto Kaun Banega Crorepati for a special episode. Opposite Amitabh Bachchan, Das shared anecdotes, jokes and some heartfelt words on primetime television.
Got The Gen-Z’s Attention With A KSI Collab
For those above the age of 30, KSI is a global streamer with millions of viewers lapping up his content. He was recently visiting India and Das made sure he could rope him in to promote the film.
Got Two Aamirs To Promote His Film?
Sunil Grover is known for his spot on mimicry and comedic timing on Kapil Sharma’s hit comedy talk show. Das put both, Grover and Khan, in the same room. Truly epic.
Gave Back To The Fans And The Comedy Community
In a classic Das fashion, he has tried his best to make the film accessible to most people. If you’ve ever bought a ticket to a comedy show, you get a discount. He’s announced special student-only shows for half the price. Adults can show their tickets at the pub Social to claim a free drink. Masterstroke!
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