PremiumHi Nanna on OTT - This is how Nani strategically transformed an ordinary storyline into a huge success
Hi Nanna is Nani's latest hit which will stream on Netflix from January 4, 2024. Mrunal Thakur plays the female lead.
Last Updated: 05.36 PM, Jan 03, 2024
Following the success of Dasara, expectations were high that Nani would plunge into yet another commercial film. However, defying the hype, he opted for a straightforward family drama centered around a single father in the film titled Hi Nanna.
Known for providing opportunities to new directors, Nani chose Shouryuv's script and unveiled the film with simplicity. Despite the seemingly conventional narrative, Hi Nanna emerged as a resounding success, grossing over Rs 75 crore worldwide.
Well aware that the storyline offered nothing groundbreaking, Nani believed in the transformative power of director Shouryuv's narration, especially when set against a contemporary backdrop and complemented by compelling music.
Even when the plot was leaked, revealing the tale of a single father reconnecting with his amnesiac ex-wife, Nani took charge of every decision regarding the film's production. By roping in Hesham Abdul Wahab for composing the music and the dynamic Mrunal Thakur as the lead, Nani meticulously curated a fresh and vibrant on-screen presence.
The strategic decision to commence promotional activities a month-and-a-half before the release played a pivotal role in the film's success. Nani even roped in Animal director Sandeep Reddy Vanga to promote Hi Nanna. In various interviews, Nani candidly shared the film's premise, preparing the audience for a contemporary twist on a simple family drama with engaging music.
Despite a lackluster start on day one and with mixed reviews, Hi Nanna faced tough competition from Nithin's Extra Ordinary Man. Responding to initial challenges, Nani accelerated promotional efforts and embarked on a US tour, drawing criticism for seemingly neglecting the Indian audience.
However, Nani's calculated move paid off, as he correctly gauged the potential of Hi Nanna in the US market, where it achieved a stellar reception. This success then saw effects in India, altering the film's fortunes as occupancy grew with each passing day.
By strategically positioning Hi Nanna in the limelight, Nani effectively generated positive word of mouth, transforming initial mixed reviews into a wave of appreciation. Ultimately, the film entered the profit zone, leaving the makers jubilant with the triumph.
There is no denying the fact that Hi Nanna had an ordinary storyline, but its success can be attributed to the meticulous treatment, outstanding music, and Nani's aggressive promotional strategy. The family drama is all set for an OTT release on January 4, 2024, and the star hero is super confident that Hi Nanna will receive a solid response.
In the current scenario, Nani stands as the lone actor capable of dictating terms with his films. From casting decisions to pre and post-release promotions, Nani displays an acute understanding of his market, turning each film into a secure bet and Hi Nanna is one such example.