Top Story


Home >> Digital >> Article

Bollywood logs on to the Internet to promote new releases

Font Size   16
Bollywood logs on to the Internet to promote new releases

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

The initiative invites users to shoot a video showcasing their talent and upload it on 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,, said, “The ‘Rab Ne Bana Di Jodi’ application on 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 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’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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business