Marketing Ghajini: Bollywood's Biggest Blockbuster

The film was made on a budget of Rs. 500 million with Rs. 140 million set aside for promotional activities. Aamir, being Internet-savvy, made extensive use of the Internet to promote the film. The promotional strategies included viral marketing, ambush marketing, television advertising, multiplex promotion, tie-ups with several well-known brands, and merchandising. In addition to this, a 3D PC game based on the film was also launched. The promotional strategies generated so much buzz around the film that the audiences began to eagerly await its release. The paid previews screened before the release of the film also attracted audiences in large numbers.

Experts opined that while there might be myriad reasons behind the success of Ghajini, the way it was marketed played a big role in its ultimate success at the box office. The promotional strategies adopted by the film makers, online as well as offline, created such hype around the film that people turned up in high numbers to watch it in the theaters. Moreover, the film broke all prior box office records set by other films since the day of its release. According to Amod Mehra, trade analyst, “The film, in its opening spell, has broken all previous records of super-hit films like Krrish, Dhoom:2, among others. I feel both the producer and the distributor of the film would recover their money with surplus overflow.", The unprecedented success of the film prompted the film makers to launch the film with English subtitles on December 26, 2008.