Vicky Kaushal and Yami Gautam starrer, Uri is running houseful in theatres and the film is being acclaimed from all quarters and is immensely benefitting from word of mouth publicity too. But having a packed theatre and high acclamations are not just what the Uri team wants! Instead, they have been working constantly to make sure that they reflect the movie’s theme in every marketing strategy they plan.



As many of you must have watched, Uri first came out with a one minute clip, a week prior to the movie’s release. In the video, Yami Gautam, the lead actress can be seen giving an interview, answering the questions of reporters and suddenly when the question about surgical strike arises, Vicky Kaushal along with other two actors pop out of nowhere, thus explaining that surgical strike is all about entering in the enemy’s premise secretly without coming in anyone’s notice!

Few days later, the Uri team came up with yet another brilliant marketing strategy. This time they took this step to another level. They collaborated with Google Assistant and made a clip in which the Vicky and Yami are indulged in interrogating the suspected terrorist and that’s not it. In the process of doing so, they also request the audience to do the same with the help of Google Assistant. All you have to do is activate your Google Assistant, Say ‘talk to the surgical strike’ and interrogate the terrorist yourself.

And now that the movie has released and is performing incredibly at the box office, the team just can’t settle with it. Soon after it’s release, team Uri has been working constantly, preventing the movie from being leaked on the internet through Torrent and other similar sites. And while doing so, they have hit something quite brilliant!


In a unique step taken as part of their anti-piracy efforts, Uri team has come up with an idea of making a fake clip similar to the movie’s opening sequence. And those who fell into this trap ended up downloading a 3.8GB video only to realise that it was not the actual film but a version exclusively shot for awareness against piracy.

The clip is similar to the opening sequence in which the actors can be seen discussing about the surgical plan to be executed. Soon, actors Vicky Kaushal and Yami Gautam take to the camera and face the viewers, telling them how they just carried out a ‘surgical strike’ on people who opt to watch pirated films.

With some seriously brilliant marketing strategies conducted on the part of the movie’s promotion, Uri  has definitely excelled in the art of attracting people’s attention and is serving as an idol for the entertainment industry inclined towards creativity.

Uri: The Surgical Strike released on 11 January 2019 and has earned Rs 50 crore at the box office so far. The movie is based on the surgical strikes carried out by the Indian Army in 2016 on Pakistan. It features Vicky Kaushal, Yami Gautam, Paresh Rawal, Kirti Kulhari and debutant Mohit Raina. The film is produced by RSVP Movies and directed by Aditya Dhar.

About the Author

Megha Harsh serves as a content writer at The Ideaz Factory. She has been a student of English Journalism at the Indian Institute of mass communication. A writer by day and reader by night, she is loathe to discuss herself in third person. In addition to writing blogs, she also has interest in writing poems.