20th Annual Life OK Screen Awards/ Winners

“I would just like to say that, thanks to Sohum Shah, who had the vision to not just participate in the film as an artiste, but also as a producer, something that others considered risky. While producers assumed that India is not ready for a film like this, Sohum had the guts to say that if he can enjoy a film like this, the rest of the country can. I’m just very happy!” — Anand Gandhi

Best  Film Marketing

Chennai Express (Red Chillies Entertainment and Disney UTV)

Taking into consideration the important role that marketing and promotions play in a film’s success, last year Screen introduced the first ever marketing award. While Disney UTV walked away with the award for Barfi!, this year too, the company in association with Shah Rukh Khan’s Red Chillies Entertainment took away the trophy for the record-shattering
Chennai Express.
With the film releasing in several languages, the promoters released the posters in different languages, for the audience to relate with the film. Besides, Khan and Deepika Padukone were seen interacting with the junta on various platforms, be it reality shows or on a movie channel. Khan, who is known for his endorsements, tied up with the products which also helped in marketing the film. The promoters also introduced a range of sarees that echoed similar designs worn by Padukone in the film. The game launched by the promoters to catch the fancy of the youth, also made sure that the play at the box-office earned them big brownie points.

“This award really belongs to Mr. Shah Rukh Khan for his great inputs and ideas. And I take it also on behalf of my colleagues at Red Chillies and the entire marketing team of Disney UTV as they were all there to execute the ideas we had. Apart from that, I’d also say a big thank you to all our brand partners that supported us, and came on board for this film. And cheers to Rohit Shetty’s style.”  —Karuna Badwal, co-producer, Red Chillies Entertainment