Originally posted by: Nitu_TheTwisted
not the sole reason but definitely the major reason, the way he developed and marketed the idea, i don't think the film would have enjoyed such extraordinary success.
Aamir Khan did not develop the idea of 3 Idiots. It is puirely Raju Hirani and Abhijat Joshi's brainchild. Marketing...maybe it helped in opening but then the film became so huge due to its business in territories where it was not even marketed at all. So I don't credit marketing for the kind of success it achieved.
Its phenomenal due to the WOM...which made it a craze far and wide across the world. That WOM is not "solely" or even "mainly" due to Aamir (or any other actor in it).
It was reported that in China not just students but even office workers were shown 3 Idiots to educate them about focusing on doing work, without getting stressed over results. No marketing, no awareness of Bollywood or Aamir, only the content and themes explored in the film which led to such results.
This film is a far bigger phenomenon. It became bigger than the people that made it. For the kind of times we live in, this film's nearly perfect and that China report shows how people everywhere are interpreting it and connecting to its subject. This is managed by Raju and Abhijat's creation SOLELY (as goes the title of this topic).
Marketing alone didn't get this kind of success.
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