With marketing of films becoming more challenging, Bollywood filmmakers are turning to newer avenues to promote new releases. While using the Internet to promote films is not a new phenomenon, what is interesting is the newer ways in which this medium is being tapped. The latest to join the club is Yash Raj Films’ SRK-starrer ‘Rab Ne Bana Di Jodi’, which has an innovative tie-up with ibibo.com.
The initiative invites users to shoot a video showcasing their talent and upload it on ibibo.com. The application on the social networking website gels with the core theme of the movie, which talks about the extraordinary story of an ordinary person.
Commenting on the initiative, Ashish Kashyap, CEO, ibibo.com, said, “The ‘Rab Ne Bana Di Jodi’ application on ibibo.com highlights our ability to add value to a high quality entertainment platform by integrating it with our core proposition – talent incubation. The film’s thematic and ibibo’s positioning stance complement each other and are a great fitment.”
Shah Rukh Khan, who plays the role of protagonist Surinder Sahni in ‘Rab Ne Bana Di Jodi’, invites ibibo.com users in an exclusive promo uploaded on the site to come and share their extraordinary talent – be it acting, dancing, singing or mimicry, among others. This promotion highlights and reiterates ibibo.com’s positioning as India’s first entertainment and talent based social networking site.
In recent times the Internet has provided greater number of exposure at far lesser price as compared to television. Another advantage is that these marketing plugs can be viewed anytime. This is the reason why several filmmakers are turning to the Internet in a big way.
In fact, understanding the potential of the Net, Aamir Khan has made an exclusive trailer to promote his much-anticipated movie ‘Ghajini’ for viewing via the Internet. This is not the first time that Aamir has used the Internet. He had earlier created an extensive website for his Oscar-nominated movie ‘Lagaan’.
Also, Aamir-starrer ‘Rang De Basanti’ had also used interactive blogs created by the movie’s stars to connect with the youth, whom the movie had targeted.
Earlier in the year, BR Films had tied up with gaming portal Zapak to launch gaming merchandise for its movie ‘Bhootnath’, which was targeted at kids.
Reliance ADAG’s Big Pictures had also launched an extensive online promotion campaign for the Himmesh Reshammiya-starrer ‘Karzzzz’. The company reportedly spent nearly Rs 30 lakh on an intensive two-week long campaign.
Rajshri Films had gone ahead and released its movie ‘Vivaah’ online simultaneously with the theatre release.