Baatan Hi Baatan Mein (Love In A Few Words)

Given the sharp focus on rural India, the strategy was manifested into something deeply human. Not just an ad. The campaign led with a sweeping long format story with protagonists that the audience could relate to and identify with. The film was distributed through an extensive screening plan tailor-made for rural India. Multiple vans were transformed into “Travelling Cinemas” and traversed across villages and remote hamlets. Rural single-screen theatres had roadblocks where only Baatan Hi Baatan Mein was played in conjunction with feature film releases.