Now this is what a First Look is ought to be. In one clean and neat stroke, the marketing and promotion of Akshay Kumar’s next film, ‘Airlift’, has started on a rollicking note. With a clear indication of what the film is all about, ‘Airlift’ – which is ‘Based On A True Event’ and something that it proudly demonstrates – has got the message out loud and clear. It clearly conveys that this one is meant to be a no-nonsense affair that won’t beat around the bush, and instead come straight to the point as far as its historical significance and heroic moments is anything to go by.
It is a known fact that an event like this *did* happen 25 years back when India sent chartered flights to rescue its citizens in Kuwait. Saddam Hussein had invaded Kuwait and more than 170,000 Indians had become homeless refugees virtually overnight. This is when a businessman (played by Akshay Kumar) came to the rescue and embarked on a mission that seemed impossible even in thought, leave aside action.
While a lot more of that would be revealed in the film’s teaser that would be out on Wednesday, the poster has done its job well to raise the intrigue quotient. For starters, its structure, tonality and design lend a true blue international appeal to it. Bollywood has so far relied on star power to talk the talk but here, what is notable is that despite a top star like Akshay Kumar in there, it is the film’s logo, the captions that come with it, and an airplane taking off amidst the ruins on the runway that takes centre-stage. Well, literally!
Now this is what clearly conveys the confidence that the makers (Director: Raja Krishna Menon, Producers: Bhushan Kumar, Nikhil Advani) seem to have in the film as they are looking at the content to do the talking. The film is meant to be a nail biting gripping drama with good dose of action in it, and just the First Look poster does convey the message around what to truly expect.
While one is indeed left impressed with the start that Airlift has seen as far as its promotional and marketing campaign is anything to go by, it is apparent that a lot more would be unveiled en route the theatrical release on January 22 2016, which would be just apt for Republic Day celebrations on January 26.