'Neerja' is a HIT and is now all set to cross 50 crore in a jiffy. As a matter of fact, trade predicts that the film could cover an even greater distance. For a film that has been made at a budget of around 20 crore, the film is now set to reap in very good profits. For its makers Fox, this has turned out to be a very good success. However, none of that was left on chance and there is a lot that went behind the scenes to make it happen.

We caught hold of the entire campaign plan that was painstakingly put into place for weeks in succession, which led to huge awareness for Neerja, hence resulting in wonderful opening and then sustained word of mouth.

Informs our source, "From 'Who is Neerja' to 'India will not forget Neerja', the graph of the marketing campaign of this very special film has as wonderful as it gets. Neerja`s story has become a talking point, a conversation starter, leading up and on the day of its release. Building a campaign on the lead star of the film - Sonam Kapoor- and yet not pivoting the film around her (an easy trap to fall into) - she was used carefully to keep the film in news and let the story take centre-stage. The single most focal objective of all communication was that the film is a tribute to the spirit of Neerja Bhanot, her zest for life and her unparalleled act of courage, and that, Sonam Kapoor happens to play the character. The positive sentiment around Neerja is primarily because of this single point agenda."

Here is an overview of the entire campaign below from innovative marketing stand point. Really, the manner in which this was all planned left us truly shocked as Fox may have just established a case study when it comes to marketing campaigns.

Republic Day push: The trailer of Neerja was played out across Star network to play the special Republic Day promo of Neerja

Music Video

A special music video for the promotional song - Aankein Milayenge Darr Se was shot, in line with the theme and ethos of the film. Structured as tribute to the unflinching courage of Neerja, led by campus youth, this music video was the start of the critical Fear vs Neerja campaign

Integrations :

It was a long campaign and integrations sustained the buzz and reach of Neerja till the paid campaign kicked in. There was a range of interactions covering every reach platform, varied demographics, but strategically targeted at key markets. From reality shows, to award functions, to appearances in fiction shows - Neerja was present everywhere. From a good two months, Neerja integrations happened every weekend:

On the Star Network front :

Aaj Ki Raat Hain Zindagi on Star Plus : Special episode with Sonam Kapoor interacting with Amitabh Bachchan in the finale episode. TX on 10th Jan

Screen Awards : Sonam was part of the awards, as a presenter, where she spoke about real life Neerja and the film. TX on 24th Jan

Big Star Entertainment Awards : Sonam presented two awards and spoke about Neerja and what she represents in today`s times. TX on 31st Jan

Valentine`s Day on Star Plus : Sonam shot for the special on-ground event with Shekhar and they launched the love song Gehra Ishq. TX on 14th Feb

Saavdhan India on Life Ok : Episode with Sonam, TX on 15th Feb

Pro Kabaddi on Star Plus : Sonam Kapoor traveled to Pune and sung the national anthem, as a part of the pre-match show on 11th Feb that was aired on Star Sports and Star Gold

Lakshya on Star Plus: Two episode integration on 17th and 18th Feb, in the first of regional integration

Co-branded promos on Channel V, Jalsha, Pravah and MAA TV supported the film through special programming for two weeks

Outside Star Network:

Guild Awards on Sony - 30 sec trailer playout and integration of Neerja, with Sonam introducing the film with TX on 3rd Jan

Big Boss on Colors - Sonam appeared on the show to introduce the film to viewers on 9th Jan

Aaj Tak and India Today integration : Sonam went to Delhi for a special integration. Sonam shot 45 minute special with young Gallantry Award winners - aired on both Aaj Tak and India Today on 26th. Promos went on-air on 24th right through 26th telecast.

Comedy Nights Live with Krushna - TX on 13th Feb and Comedy Nights Bachao on Colors with TX on release weekend.

Zee Marathi - Integration in the biggest Marathi show on TV - Chala Hawa Yevudya. TX on 22ndFeb

Events and Tie-ups :

A record number of events that became mini press cons through the lifeline of the campaign that helped building buzz around the film.

The Annual Neerja Bravery Awards in Chandigarh hosted by the Bhanot family : Sonam was chief guest at the ceremony and main presenter. Extensively covered by local media

Bombay Scottish Republic Day event : Sonam was invited for the flag hoisting as it was Neerjas alumni, chief guest at the function

Tie-up with FICCI FLO to inaugurate the first FLO Women Film Festival, with Sonam Kapoor being the chief guest. FLO also booked a whole screening of the show on release day, with Sonam Kapoor interacting with the guests before the show.

Partnering with TOI Max Bupa Delhi Walkathon

Launch of the Biography of Neerja Bhanot

Extensive college visits included in the campaign for an immediate connect with the youth, and interact with the relevant demographic live

Pilai college Panvel : Interaction with 5000 students, and launched the anthem - Aankhein Milayengey Darr Se.

IIT Bombay : Interaction with 1500 students, trailer and song playout

St Xaviers institute of technology : Unveiling of Neerja Bhanot plaque and interaction with 2000 students

Venkateshwara College in Bangalore : Interaction of 5000 students - flash mob on Aankhein Milayenge Darr se with 120 students.

National College Bandra - Cutting Chai festival : Interacting with 1000 students, and flash mob to Aankehin Milayenge

City Visits :

Tours in Bangalore, Chandigarh, Delhi and Surat that helped boost regional buzz around the film.

Indigo Airlines

In a first of its kind innovative association, there was partnership with Indigo Airlines for Neerja with an aim to reach out to the substantial number of flyers who will flied Indigo in the week of 12th to 20th Feb. The estimated reach of this partnership was 20 million unique passengers.