Wasseypur gangs hit the suburbs

Key characters from the film’s sequel are the face of the aggressive promotional strategy that resembles a real life election campaign
It is probably for the first time in case of an Anurag Kashyap film that a budget of Rs 5 cr has been allotted for marketing and promotion for a Rs 9 cr film. 'Audacious' only begins to describe the campaigning thus far, what with a Wasseypur journal and an assortment of bullets handed out to the media, a public music launch, and now this.
The makers of the recently released Gangs of Wasseypur seem to have hit Mumbai's streets with a vengeance; complete with hostile electioneering around the city and its suburbs, and posters plastered at all signals. A closer look reveals two characters of GOW 2 pitted against each other as part of the promotions of the film slated for an August release.
In the past one week, 1000 hoardings have been put up in Mumbai and Delhi and over 2 lakh newspaper inserts have been circulated, in addition to individual Twitter handles and a Facebook campaign; all to promote Tigmanshu Dhulia's Ramadheer Singh and his opponent, Nawazzuddin Siddique's Faizal Khan in part 2.
Speaking about the marketing strategy, Vikram Malhotra, CEO, Viacom 18, said, "The GOW2'election campaign' strategy takes off from where GOW1's left. The main objective was to create clutter-breaking, in-your-face advertising served up in an environment that you'd least expect it in. We shot both parts together for better cost control and economics, and kept part 2 absolutely ready for release, with the confidence that when part 1 does well, part 2 will follow closely."
According to a source close to the project, posters of Nawazuddin Siddique were put up because while he is a known face in the urban market, there was a need to make his face familiar to a larger audience. Hence, a decision was taken to flood the market.