While the trailer for Mulit is busy building audience anticipation across Europe, Canada, South Africa and Australia, we ask ourselves is this yet another brand-sponsored trick trailer? A clever wheeze dreamed up by media planners to dupe the audience into believing that here's the hors d'oeuvre to some opulent cinematic extravaganza.
Well not this time, because unlike the last five fake movie trailers produced by Absolut Pictures, Mulit, the hilarious tale of a hairdresser who falls in love with a princess, will actually be followed by a 12-minute short film, out next month.
But it is much more than just a brand-building exercise, argues Eva Kempe-Forsbergm, vice president of marketing at The Absolut Company, Stockholm. "Since the inception of the trailer concept, we have strived to be as authentic as possible to the film genres we are portraying. Working in India, we intended to authentically replicate the Bollywood genre," she says.
The Absolut Pictures campaign is built around the idea that each trailer showcases a different film genre, using a director unfamiliar with that given cinematic style.
It may be true that the only form of branding comes through word of mouth. But apparently there are over 70 Absolut bottle shapes creatively worked into props and backgrounds of scenes, although to the client's credit they are so well disguised, you'd need prior knowledge to work it out.
According to creative director, Joseph Mazzaferro, this is the relevant place for Absolut. It's about straddling art and commercialism in films, he says.
And even though Prague-based director, Ivan Zacharias hates musicals, he proved to be the right man for the job, recreating an authentic Bollywood comedy of errors.
The trailer and film to follow were inspired both by a popular obsession with the Mullet haircut and the fascination that Bollywood holds for western audiences. It seemed to be the perfect theatrical mix required to create a technicolor dream that's obviously ironic.
Shot in two days on crowded streets, the film is a first for a Bollywood musical, famous for its lavish studio sets.
Drawn into the glorious technicolor world of Bollywood, the scenes appear so authentic that the Mullet theme alone is there to remind you that what we are watching is purely farcical.