A Daredevil story: How a rookie Kannada film team excelled in promotions

Necessity is the mother of all invention. Director Shashank Soghal and his team were halfway through their dream project when the pandemic struck in 2020. The software engineer-turned-filmmaker was anxious about his debut venture as he hadn’t even announced the project. Thus was born a unique marketing campaign for the crowd-funded Daredevil Musthafa, the Kannada film which is making waves since its release on May 19. The film, set in the 70s, is an entertaining college drama that offers a message of unity amidst the backdrop of communal conflict.

The film is based on Poornachandra Tejaswi’s short story of the same name. Ardent readers aren’t easily satisfied with movie adaptations of their favourite books and are dismissive of what filmmakers do in the name of creative liberty. Well aware of this challenge, Shashank first grabbed the attention of the fans of the iconic literary figure.


Also read | Kannada cinema: ‘Writing is simple, yet it’s not’ 

His stint with a television channel as a creative producer influenced him to plan a series of promotional videos. What began as a three-part title announcement video, developed into a carefully-crafted promotional strategy helped by off-beat ideas and neat execution. A rookie filmmaker wondering how to drive people to theatres to watch his film can take a leaf out of Daredevil Musthafa’s pre-release run.

“Generally, title announcement videos have visuals from the film or the film’s name. We shot three promotional videos and released them in the lead-up to Tejaswi’s birthday,” says Shashank. The first video is a catchy interaction between Shashank and a man at a photocopying centre. “The story is the hero,” Shashank says to the man as he takes a copy of his film’s script. The second video is a hilarious audition for aspiring filmmakers to work as assistant directors in Daredevil Musthafa. The contestants are asked about Tejaswi, and their ignorant responses generate laughs.

The third video impressed Tejaswi’s fans, says Shashank. The makers shot it in Tejaswi’s house in Chikkamagaluru district. You hear the voice and see the blurry image of a fictional Tejaswi, who grants the team permission to make a film based on his work. “Make a film that everyone will enjoy,” Tejaswi tells Shashank.

Director Shashank Soghal
| Photo Credit:
Special Arrangement

“Many said the video was magical. We felt as though Tejaswi himself granted us the right to do the film. The video was a huge hit with his fans, many of whom were part of a Facebook page of 75,000 members,” says Shashank.

Daredevil Musthafa then offered a tribute to thespian Dr. Rajkumar through an innovative animation song. To Shashank’s credit, the song, ‘Ninnathor Yaaru Ilavallo’ (composed by the legendary theatre personality B V Karanth), wasn’t a superfluous fan service but a sincere celebration of the matinee idol.

“The song is part of the film. In the scene, you see a stage performance that tells the story of Ranadheera Kanteerava. While filming it, I found it tough to capture the grandeur of the composition. So, we decided to tell the story in the format of an animation video featuring Rajkumar as he had played the character in the 1960 film on the Mysuru emperor,” he says.

“I am a Rajkumar fan. I have offered small tributes to him in my short films as well. Call it madness or whatever you like, but we worked on the song for eight months. It was as if we were shooting another film altogether,” he adds.

From the start, the film’s pre-release activities targeted the young crowd. From YouTube, the team moved to the world of social media to further increase the buzz around Daredevil Musthafa. “We put out a post that those who send a direct message on Instagram will get early access to the song Prarambha Payana, and we got 6000 messages. We created suspense around the central character Musthafa. We put a post on Twitter saying if we get 1000 Retweets, we will reveal the face of Musthafa (played by Shishir Baikady); we reached that target overnight,” says Shashank.

Celebrity push and release

Actor-director Dhananjaya, Shashank’s senior in college, came on board to present Daredevil Musthafa. It was a much-needed boost for the unheralded film. The makers announced a meet-and-greet session for hundreds of people who funded the film with Dhananjaya.

It was a masterstroke from Shashank to ask Kannada YouTube sensation Gagan Srinivas, popularly known as Dr Bro, to give the voiceover for the trailer. The 23-year-old is a highly successful travel vlogger (with 1.63M subscribers for his channel) who tells the stories of iconic places in a conversational style with likeable presentation. “Dr Bro is seen as a youth icon. We first thought of a senior person and tried to approach Sudha Murthy, chairperson of the Infosys Foundation. When that idea failed, we convinced Dr Bro to do it,” says Shashank.

A still from the film ‘Daredevil Musthafa’

A still from the film ‘Daredevil Musthafa’
| Photo Credit:
Special Arrangement

As part of the release plans, the team announced a cashback offer to those who watch the film in the first week. “We made a badge which said Naanbidi Daredevil (I am Daredevil). We charged Rs 50 for it with a coupon code. Those who bought the badge and watched the film in the first week were promised a cashback of Rs 100. We gave the cashback to around 1000 people who claimed it while around 6000 people bought the badge. Apart from that, we scheduled Re 1 premiere shows in Shivamogga, Mysuru, and Bengaluru, and all three screenings enjoyed a full house,” says the filmmaker.

Also read:The resurgence of Kannada parallel cinema

Films without established stars can create the right noises with out-of-box ideas, opines Shashank. “We can’t afford billboards and advertisements in newspapers. Television channels are keen on talking about bigger films. Following the traditional template of generating ads, giving interviews to TV channels, and attending reality shows will require close to Rs 50 lakh. We were able to market our film in Rs 30 lakh thanks to our risky yet unique decisions,” observes Shashank.

“It’s a draining process. I might not be able to execute this again. The effort was worth it though,” says Shashank, adding that it’s a challenge to convince people to come to theatres in this OTT climate.

Daredevil Musthafa got encouraging footfalls on the first weekend and grew steadily through strong word of mouth. In a dull first half of 2023 for Kannada cinema, the film is a positive sign for the industry. It’s also a lesson for those who follow the drill and don’t care to experiment with promotions.

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‘Kabzaa’ and the after effects: R Chandru on ‘Kabzaa 2’, criticism and conspiracy

Kannada filmmaker R Chandru takes the business side of the film industry very seriously. He believes that a director’s biggest motto is to ensure his producer doesn’t suffer big losses. But there is also a flip side to this kind of approach. In an attempt to generate enough buzz around a film, a director could miss out on the importance of writing.

Except for his delightfully-subtle coming-of-age film  Charminar, none of Chandru’s films is particularly known for its in-depth writing. His latest much-hyped period gangster drama  Kabzaa — starring Upendra in the lead and Sudeep and Shivarajkumar in cameo roles — is no different; the common criticism has been its similarities to the KGF films.

It isn’t the first time that Chandru has capitalised on a blockbuster film’s template. On the back of  Mungaru Male’s sensational success, the industry saw many tearjerker romantic dramas, with Chandru making two such films in  Taj Mahal and  Prem Kahani.

People might call him an opportunist, but for Chandru, it’s all about being aware of the different trends in the industry. For someone who rose from humble beginnings with no formal training in filmmaking, it’s remarkable how he has withstood failures, and continuous criticism to remain in the business. Like it or not, he has even gained the confidence of the biggest of stars in the industry, like Shivarajkumar, Upendra, and Sudeep, who heap praise on “ his hard-working nature”.

Having recently announced a sequel to  Kabzaa, he talks about the criticism to the first installment, the shortcomings in the film, people mistaking his straightforward nature for brazen confidence, and the “conspiracy” that stopped his maiden pan-Indian film from tasting success in the Hindi belt. Excerpts:

You started in the late 2000s with romantic dramas made on modest budgets. Today, you are planning the sequel of your maiden pan-Indian film. How does it feel when you look back at your journey?

I am happy with my growth. I hail from a farmer’s family in Keshavara village in Chikkaballapura. Growing up, luxury was an alien concept to me. I could only dream of eating at places like Leela Palace and Lalit Ashok. I might not be much educated, but I learnt the craft of filmmaking by observing. During my five-year stint assisting director S Narayan, I understood how the industry functions, the market of different heroes and how the neighbouring industries see Sandalwood. My first aim as a rookie filmmaker was to make a solid film within the budget given to me and ensure that the producer was safe. After a while, I decided to turn producer as I didn’t want to put anybody at risk. At the end of the day cinema is business.

When I made the Telugu remake of  Charminar, I wasn’t given a huge budget despite the original being a hit. Today, Kannada filmmakers are making heads turn with their content. The industry’s market has increased. So, I sensed an opportunity and made Kabzaa. I have had a ‘do-or-die’ attitude in life. Like a farmer, I believe in hard work. While shooting for my debut feature  Taj Mahal, Anant Nag sir told me that he had seen different types of filmmakers but hadn’t seen a director with a farmer’s determination like me.

Ever since ‘Kabzaa’ began, people were upset that you were trying to make another ‘KGF.’ What other criticism did you face till the film came out? 

Of course, Kabzaa began when I told myself that, “If KGF can happen, then I can pull off a big film too”. So I called a set of industry friends and spoke to them about my dream project. I chose Upendra because I was convinced he was well suited to the role of a pilot-turned-gangster. As for the production quality, people aim for the sky, but I touched the galaxy. People commented behind my back. They said  Kabzaa would be a washout, and I would lose everything. Even Upendra wasn’t sure if I would invest in him more than his market value.

Today, I can proudly say that I don’t owe anyone any money. The film is a huge hit on Prime Video. It’s in the list of trending films on the streaming site, just like how KGF: Chapter 2and  Kantara were. Representatives from Prime Video called to say they were happy with how the film has performed so far on the platform, and said they are interested in buying the sequel as well.

You were once denied a chance to make a film with Allu Arjun. Now you have made a pan-Indian film with three big superstars of Kannada cinema. Do you feel you have proven a point to your detractors?

It’s true that I was sidelined because I was a Kannada filmmaker. But now, I have come far ahead. Not many know that Lyca Productions called me to think of a story for Ajith (Kumar) sir after seeing the trailer of Kabzaa. Pawan Kalyan sir was impressed with the film. Anand Pandit, who co-produced  Kabzaa, told me that Amitabh Bachchan was impressed with my making. Big B, through Anand, had invited me home after he released the trailer of the film’s Hindi version. That said, I don’t get excited by compliments. I am focused on  Kabzaa 2 right now I want to make more blockbuster films, and perhaps in the future, produce films of talented newcomers.

How receptive were you to the criticism that ‘Kabzaa’ received?

Of course, I made mistakes, but you have to understand that this is my first pan-Indian film. I know where I went wrong even if I haven’t discussed my mistakes openly. As a producer, I was involved in a lot of work weeks before the film’s release. I couldn’t focus on the film’s technical work. I need to plan the sequel’s release in a better way. There were learnings too. I understood how well we can release films globally.  Kabzaa 2 will release in more countries.

I respect critics. My grandfather would say you must be close to those who criticise you, because you can always improve yourself and understand what people think of you. In fact, I don’t get carried away by positive reviews; I look for critical reviews because they expose your mistakes. As for critics who make derogatory comments and personal attacks take money to write reviews, I have decided to take legal action against them.

A still from ‘Kabzaa’
| Photo Credit:
Special Arrangement

But film buffs weren’t satisfied either…

People were impressed with the technical aspects of the film. The film enjoyed a good response in south India. In the north, it suffered due to several framed reviews. It was a planned attack on my film. I feel there is a popular distributor behind this conspiracy. We didn’t give the film to him for distribution in the Hindi belt. Obviously, he wasn’t happy about it. On the day of the film’s release, there were negative video reviews at 6:30 AM, three hours before the morning show. I know how to ensure this won’t happen again to my films.

Your answers are point-blank, but people call you overconfident. How do you perceive this image you have?

I have thought about this. See, I am not a son of a famous actor or a director. To do a  Kabzaa, I don’t have a Vijay Kiragandur (from  Hombale Films), or a Dil Raju (a famous Telugu producer). So I became a producer myself. I gave everything to this project. Only I know what all I had to lose to make this film happen. Since I am the one bankrolling it, I have to talk about the film a lot to widen its reach. That’s when jealousy creeps in. I don’t want to talk about it much and I just want to focus on my work. But if I am left being a one-man army, then I have no option but to sell my film extensively.

Will ‘Kabzaa 2’ do justice to the strengths of Upendra, Shivarajkumar, and Sudeep? Can you meet the expectations of the fans?

If I only look to cater to a star’s image, the story will suffer. If I focus only on the story, then the stars will look out of place on-screen. So I will strive to strike a balance between the story and the reputation of the stars involved.

I will plan well and offer timely updates. If I say something now, people will form their theories, and come to the film with wrong expectations.

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