Designing Publicity Assets
- Motion posters, lyric videos, BTS reels
- Tools: Canva, Adobe Premiere Pro, CapCut, InShot
Introduction
Indian films cater to a wide range of linguistic, cultural, and regional audiences. As a result, publicity assets must be crafted thoughtfully to resonate with different segments while maintaining a consistent brand identity for the film. These materials are not only designed to inform audiences about the film’s release but also to create excitement, establish visual identity, and connect emotionally with viewers.
With the advent of digital media and social platforms, the design and distribution of publicity assets have become more dynamic and interactive. Filmmakers and marketers now use advanced tools such as Canva, Adobe Premiere Pro, CapCut, and InShot to produce high-quality, engaging content that can be quickly adapted for various online and offline channels.
In summary, the art of designing publicity assets for Indian films plays a crucial role in shaping public perception, driving audience engagement, and ensuring a film’s commercial success in a highly competitive market.
Here are four movie case studies—two old and two new—highlighting the design and impact of publicity assets such as motion posters, lyric videos, and BTS (behind-the-scenes) reels, as well as the tools used in their creation:
I. MOTION POSTERS, LYRIC VIDEOS, BTS REELS
Here’s an analysis of motion posters, lyric videos, and BTS (behind-the-scenes) reels in Indian film marketing, with case studies of both old and new movies:
1. Motion Posters
Old Movie Example: “Ghajini” (2008)
- Innovation: One of the first Indian films to use a motion poster for promotion.
- Impact: The animated poster, featuring Aamir Khan’s muscular look and the film’s intense theme, created immense pre-release buzz and set a trend for dynamic digital promotional materials.
New Movie Example: “KGF: Chapter 2” (2022)
- Modern Use: High-quality motion posters introducing lead characters were released online.
- Impact: The visually rich and animated posters were widely shared on social media, attracting national attention and building anticipation across linguistic audiences.
2. Lyric Videos
Old Movie Example: “Dil Se” (1998)
- Approach: Songs like “Chaiyya Chaiyya” were promoted through TV music channels with on-screen lyrics, though not as stylized as today’s lyric videos.
- Impact: Made the songs accessible, allowing audiences to sing along and increasing recall value.
New Movie Example: “Pushpa: The Rise” (2021)
- Strategy: Official lyric videos for songs like “Srivalli” and “Daakko Daakko Meka” were released on YouTube, featuring animated text and visuals from the movie.
- Impact: These videos went viral, contributing to the songs’ popularity even before the movie’s release, and helping the film reach pan-Indian audiences.
3. BTS (Behind-the-Scenes) Reels
Old Movie Example: “Lagaan” (2001)
- Method: Special behind-the-scenes TV features showcased the making of the cricket sequences and the film’s scale.
- Impact: Helped audiences appreciate the effort and authenticity, enhancing the movie’s prestige and word-of-mouth promotion.
New Movie Example: “Pathaan” (2023)
- Modern Approach: Short BTS reels were released as Instagram Reels and YouTube Shorts, highlighting action training, stunts, and candid moments with the cast.
- Impact: Created a sense of excitement, allowed fans to connect with the stars, and drove engagement across digital platforms.
Summary Table
| Asset Type | Old Movie Example | Impact | New Movie Example | Impact |
| Motion Poster | Ghajini (2008) | Created trend, built anticipation | KGF: Chapter 2 (2022) | Went viral, expanded reach |
| Lyric Video | Dil Se (1998) | Song recall, audience engagement | Pushpa (2021) | Viral reach, pre-release song success |
| BTS Reel | Lagaan (2001) | Built credibility, audience connection | Pathaan (2023) | Social media buzz, fan engagement |
Conclusion:
Motion posters, lyric videos, and BTS reels have become increasingly sophisticated and vital to film marketing over time. Old films laid the groundwork, while new movies leverage digital platforms and innovative design to maximize reach, hype, and audience connections.
II. TOOLS: CANVA, ADOBE PREMIERE PRO, CAPCUT, INSHOT
Here’s how tools like Canva, Adobe Premiere Pro, CapCut, and InShot are used in the creation of publicity assets for films, with examples and case studies from both old and new movies:
1. Canva
Use:
- Design posters, social media graphics, infographics, event invites, and simple motion assets.
Film Examples:
- Old Movie (“Dilwale Dulhania Le Jayenge”, 1995):
- While Canva wasn’t available, similar graphic design tools were used for creating posters and lobby cards. If the movie were promoted today, Canva would be used for Instagram posts and fan engagement graphics.
- New Movie (“RRR”, 2022):
- Canva was used by the marketing team for rapid creation of shareable social media posters, countdown graphics, and regional language promotional posts, helping the film’s pan-India appeal.
2. Adobe Premiere Pro
Use:
- Professional video editing for trailers, teasers, motion posters, lyric videos, and BTS reels.
Film Examples:
- Old Movie (“Lagaan”, 2001):
- Early digital editing suites like Adobe Premiere were used to cut trailers and TV promos, as well as to stitch together BTS featurettes aired on television.
- New Movie (“Pathaan”, 2023):
- Adobe Premiere Pro was central for editing sleek trailers, high-adrenaline BTS reels, and music video teasers released across YouTube and social media.
3. CapCut
Use:
- Mobile-friendly, quick video edits for TikTok/Reels, meme videos, short lyric clips, and influencer collaborations.
Film Examples:
- Old Movie (“Kabhi Khushi Kabhie Gham”, 2001):
- While CapCut did not exist, similar short-form edits for TV spots were done with available tools. If promoted today, CapCut would be used for meme edits and Instagram Reels.
- New Movie (“Jawan”, 2023):
- CapCut was widely used for snappy, viral BTS clips, dance challenges, and fan engagement reels, making the promotional content more accessible and shareable.
4. InShot
Use:
- Quick edits, resizing videos for different platforms, adding text, stickers, and effects for Instagram Stories and Facebook posts.
Film Examples:
- Old Movie (“Dil Se”, 1998):
- Modern re-releases or anniversary promotions use InShot for creating retro-style lyric videos and throwback content for social media.
- New Movie (“Pushpa: The Rise”, 2021):
- InShot was used to cut and format lyric videos, dialogue snippets, and dance step tutorials for Instagram and YouTube Shorts, driving fan challenges and trends.
Summary Table
| Tool | Function in Film Publicity | Old Movie Example | New Movie Example |
| Canva | Posters, social graphics | DDLJ (if today) | RRR |
| Adobe Premiere Pro | Trailers, BTS reels, lyric videos | Lagaan | Pathaan |
| CapCut | Short-form, mobile-friendly video assets | K3G (if today) | Jawan |
| InShot | Quick edits for stories, lyric cutdowns | Dil Se (modern promos) | Pushpa: The Rise |
Conclusion:
Modern tools like Canva, Adobe Premiere Pro, CapCut, and InShot have transformed film publicity, making high-quality graphic and video content creation accessible, efficient, and tailored for a digital, social-first audience. Old movies relied on traditional editing suites, while new films leverage these tools for engaging and viral promotions.
About the Author
