‘The Secret Everyouo has officially disclosed not not to no’ – this is what Raj B. Shetty wrote in his caption as his character shared the poster from the Kannada blockbuster film ‘Su from So’ on social media, again weeks later of the film. While the manufacturers have fabulous and understood to keep their cameo appearance secret, why the audience chose the option of ‘pretending to know’?

In a world where the biggest surprise and cameo shows immediately go viral on X and Instagram, the audience chose to enjoy this pleasant surprise and also saved it for those who watched the next show. Now, this is a rare opportunity that we are hardly watching. This happens only when the audience accepts a film as its own and contributes to its success in more ways than the ticket counter.

There was no promotion before releasing ‘Su from So’ by Debut Director JP Thumanad, released in theaters across Karnataka on 25 July. Banking, entirely on the word of the mouth, quite literally, by organizing the premiers paid in Karnataka and capturing the audience’s reactions and reviews, using it as their marketing campaign, the manufacturers created enough discussion, which within a few days, it began to spread like forest fire.

https://www.youtube.com/watch?v=fe11gldtl5k

The social drama/comedy film has crossed a market of Rs 50 crore at the box office. The film has sold more than a million tickets on Bookmyshow, one of some Kannada films to achieve this achievement. ‘Su from Soi’ was released on 1 August in Kerala in Malayalam and has shown a trend in the audience reception and box office performance. The fact is that the film was made on a budget of only Rs 6 crore, all other numbers seem more graceful.

‘Su from So’, produced by Raj B. Shetty’s light Buddha films, was picked up by Dalkar Salman’s Vafar Films for distribution in Kerala. After its release, Anil Thadani’s AA films acquired North India’s distribution rights, while Mythri filmmakers acquired the rights to dub the film in Telugu and distribute it to Andhra Pradesh and Telangana. The film was also released internationally by the PHARS film and is expanding its dramatic access to many important centers.

‘Bandaro Bawa Bondaru’ has been on my playlist for some time, and it is just a background tune for the entry of a secondary character. Love has been limited to every personal character, not even the film. Preparing children to look like a spin -off film for Ravi Anna, preparing children to look like Bawa, Ashok, Bhanu, Satish Anna and Chandrana – all fans are favorite. Let’s do not forget the Karunakar Guruji played by Raj B. Shetty – because we do not have to keep it secret.

While these are characters who are unforgettable in the film, we still have to keep the story secret because ‘SO from So’ is gearing up for release in other languages.

The minimum marketing strategy was an interesting approach that other filmmakers should use as a reference for their strategies. The manufacturers organized a promotional paid premiere in prominent places in Karnataka, which began with Mangaluru, Shivamogga, Mysuru and finally Bengaluru.

By the time the team arrived to Masuru to promote the film, the promotional video promoted by the premiere in Mangaluru and Shivamogga forced the producers to add additional shows to Masuru and Bangalore. This strategy made a wonderful job for the film, especially the lethargy among the audience, which is towards interviews and banned promotion for mega events.

https://www.youtube.com/watch?v=QCZFCT4CQsa

This is not the first time that a ‘Undudog’ film of Kannada Cinema has increased the interest of the audience through a unique marketing strategy. The 2023 Kannada college comedy film ‘Hostel Huducaru Bekgidare’ drew attention to the right with its title – and the innovative marketing campaign supported the film so much that people still refer to it as the last full comedy entertainer before ‘Su from’.

Raj B. Shetty’s first film as a director and actor, ‘Ondu Moteya Kethe and’ Rangitaragagh ‘, Rishab Shetty’s direction’ Sarkari Hiriya Pratamika Shale ‘, Kasargodu’, ‘Karva’, and ‘Love Mottel’ are some examples of which the audiences liked and liked them.

At a time when digital noise often immerses real creativity, films like ‘Su from’ remind us that strong story, authentic characters, and Audience Trust are still the most effective marketing tools that have now helped to draw nationwide attention. With every such underdog win, the industry creates a strong identity on the national stage.

From Someshwada to Sulochan, ‘SU Se’, Shanal Gautham, JP Theanad, Sandhya Arkere, Prakash’s Thumanadu, Deepak Rai Panje, and Mime Ramdas, are among others. The music for the film is composed by Sumade, and is produced by Shashistha Shetty Baroda, Ravi Rai Kalasa and Raj B. Shetty. The film is highly recommended – and it would be better for you to see it as a community experience.