Some time back it was in news that Google tied up with Bollywood Actor Shahrukh khan’s production company Red Chillies Entertainment for promoting his film Ra.One. Besides promoting Ra.One on You Tube, Shahrukh did online chats with fans through Google’s social networking site ‘Google+’ The producers of Ra.One set a record marketing budget of around 52 crore(US$10.55 million), of which 15 crore(US$3.04 million) was used for online promotion, making it the highest ever for a Bollywood film
Often described as the "longest promotion in Bollywood history", as well as "the most comprehensive and all-pervasive among people's lives", the term "promotional blitzkrieg" has often been used in connotation with the project's extensive marketing campaign.
Promotion of the film officially began as early as December 2010 when the first poster was published in all leading news papers across the country. The film's first look was later unveiled by Khan on his Twitter page on January 1, 2011. Several months later, director Anubhav Sinha announced that he would be launching two teaser trailers of the film during the 2011 Cricket World Cup, a prior nine months before the film's actual release date. Asked about why he was launching the film's trailer so early, Sinha commented, "Ra.One is not a Bollywood film that the audiences have seen before. The kind of size and magnitude that the film has requires it to be slowly introduced to the audience and that is the very purpose why we are starting the whole communication so early." The film's first theatrical trailer was released three months later to the public. As a way to promote the theatrical trailer, Khan was accompanied by the director on a five city tour, which included such places like Delhi, Chandigarh, Indore and Ahmedabad. During the same event, a 3600 ft long fan mail collecting audience wishes and messages for the film was also launched.
Even though he used such an aggressive add campaign even though movie did not do wonders on the screen more over some critics said that it is the excessive marketing that created a excessive expectations among public and when they don’t find it up to the level it backfired.
Now the main question is whether what Red Chilli did was right in the current scenario???
Did it really become a victim of excessive marketing???
Would these kinds of marketing strategies (online marketing) flourish in Indian Markets? Who would benefit the most from strategies - Google+ or Ra.One?
By:-
Rohit Goyal
Mercatus Mantra
For More info on the marketing strategy of Ra.one please watch:
http://www.youtube.com/watch?v=C4GaKcHOAmE
Often described as the "longest promotion in Bollywood history", as well as "the most comprehensive and all-pervasive among people's lives", the term "promotional blitzkrieg" has often been used in connotation with the project's extensive marketing campaign.
Promotion of the film officially began as early as December 2010 when the first poster was published in all leading news papers across the country. The film's first look was later unveiled by Khan on his Twitter page on January 1, 2011. Several months later, director Anubhav Sinha announced that he would be launching two teaser trailers of the film during the 2011 Cricket World Cup, a prior nine months before the film's actual release date. Asked about why he was launching the film's trailer so early, Sinha commented, "Ra.One is not a Bollywood film that the audiences have seen before. The kind of size and magnitude that the film has requires it to be slowly introduced to the audience and that is the very purpose why we are starting the whole communication so early." The film's first theatrical trailer was released three months later to the public. As a way to promote the theatrical trailer, Khan was accompanied by the director on a five city tour, which included such places like Delhi, Chandigarh, Indore and Ahmedabad. During the same event, a 3600 ft long fan mail collecting audience wishes and messages for the film was also launched.
Even though he used such an aggressive add campaign even though movie did not do wonders on the screen more over some critics said that it is the excessive marketing that created a excessive expectations among public and when they don’t find it up to the level it backfired.
Now the main question is whether what Red Chilli did was right in the current scenario???
Did it really become a victim of excessive marketing???
Would these kinds of marketing strategies (online marketing) flourish in Indian Markets? Who would benefit the most from strategies - Google+ or Ra.One?
By:-
Rohit Goyal
Mercatus Mantra
For More info on the marketing strategy of Ra.one please watch:
http://www.youtube.com/watch?v=C4GaKcHOAmE
