As part of a strategic marketing initiative, Interactive Television, one of the pioneers in the movie marketing industry in India, has brought together Coca-Cola and Aamir Khan starrer ‘Rang De Basanti’, which will be released on January 26, 2006.
As part of the tie-up, Coke will be creating excitement around the launch of the movie by rolling out for the first time ever in the country a 300 ml special edition glass bottle with the star cast on the cover done up in it’s traditional red and white colours. The company will market these limited edition bottles in Delhi and Mumbai.
According to Vikas Gupta, VP Marketing, Coca-Cola, “The launch of the special edition “Coca-Cola-Rang De Basanti” bottles is all about making Bollywood history and adding yet another innovation to celebrate the ever growing popularity of Indian movies. The film ‘Rang De Basanti’ underlines one’s belief in truth and optimism for success. Such emotions in a way also reflect Coca-Cola’s current theme of “Piyo Sar Utha Ke”. For the maximum number of consumers to connect with such emotions, the entire initiative has been further complimented by an interesting consumer engagement programme, which includes a once in a lifetime chance to meet Aamir Khan.”
In addition, the company has also drawn a comprehensive integrated marketing plan, which includes airing co-branded “Coca-Cola-Rang De Basanti” movie trailers on all leading TV channels. These trailers would feature glimpses of the movie along with images of the Coca-Cola Piyo Sar Utha Ke campaign.
The initiative will also include movie based interactive print advertisement’s, offering contestants a chance to win a dinner date with the star cast, besides other consolation prizes like T-shirts, CDs and cassettes of the film.
Recently, MSN also used the power of blogs to generate hype around ‘Rang De Basanti’ in an exclusive tie-up. Under this arrangement, MSN Spaces has created blogging spaces for the six lead actors of the movie, which enables netizens to chat and interact with them. In addition to this, MSN will also web cast the premier of the movie on the day of the movie’s theatre release on January 26.