MUMBAI: The promos of Vishal Bhardwaj’s upcoming film Pataakha have already become a rage but the makers are not stopping at that. They have got ‘What Works’, a content agency that specializes in film promotions, on-board to create a fun, quirky music video along with other exciting promotional content for the film that stars Sanya Malhotra, Radhika Madan, Sunil Grover and Vijay Raaz.

What Works has been commissioned to create in-cinema etiquette promos for PVR, a teaser countdown to the release of the film and a music video shot specially for the title song of Pataakha. What’s unique about the music video is that it has the cast going door to door to promote the film to regular people. Sunil Grover, Sanya Malhotra and Radhika Madan can be seen dancing to the tunes of the song across various locations in Mumbai. The video was shot guerilla style to ensure that the reactions of the people are genuine and uninhibited. There are portions in the video where the trio rides on a kitschy 3-wheeler modified Bullet that was quite a head turner on the streets. This peppy and upbeat song has been composed and sung by Vishal Bhardwaj and lyrics have been written by Gulzar.

What Works has worked on intriguing projects in the past including campaigns for Yash Raj Film’s ‘Sui Dhaaga’ that co-incidentally releases on the same day as ‘Pataakha’. Besides this, What Works created the ‘Har Gully Mein Dhoni’ campaign for M.S. Dhoni The Untold Story, the official campaign for Jio MAMI Mumbai Film Festival, co-branded films for the movie Raees in collaboration with UBER and the in-theatre promotional videos for Jagga Jasoos. 

In advertising, the company has created popular TVCs and brand films for KFC, Flipkart and Samsung. What Works is also the Content Agency for Kolkata Knight Riders, Anushka Sharma’s fashion brand NUSH and also for Fox Star Studios. Currently, the agency is producing a show for History Channel called OMG! Chhattisgarh and working on the campaign for the 20th edition of the Jio MAMI Mumbai Film Festival.

“Enjoyed working with Imran and team. Such a talented bunch who are passionate about what they do” says, Vishal Bhardwaj, Director and Producer, Pataakha.

“When we got a call from Vishal Bhardwaj’s office, it was like a dream come true as we’re die-hard fans of his work. It was truly an unreal experience working with Vishal Sir not only because he’s a genius but also because he extracts the best work out of you. He’s so involved with every aspect of the film and we learned so much from him on this project. We were extremely excited about the music video as it had to be shot with real people and we love doing that because it brings out genuine emotions and has a strong connect with the audiences pretty much like our previous campaigns for Fan, Raees, M.S. Dhoni - The Untold Story and Sui Dhaaga ” says, Imran Shamsi, Founder, What Works.