Production houses today are keen to experiment with varied strategies, themes, exciting media mix, etc. in order to ensure maximum buzz for their upcoming releases. Though till date there has been no magic formula that would ensure an extraordinary performance at the Box Office, a perfect symbiosis of content and marketing works.
Balaji Motion Pictures, keen to differentiate its marketing campaign from others, has launched an innovative and extensive initiative to create buzz for latest release Lootera.
With the ever increasing reach and significance of the digital media platform, the production house has undertaken various activities on social and digital media. Balaji Motion Pictures has associated with WeChat for the promotions of the soon to be released movie.
For users, WeChat has introduced a unique way to get closer to the stars of Lootera, through the launch of the WeChat Official Lootera account. Users can get the latest anecdotes on the movie from the closed sets by following the official account of Lootera, ‘LooteraTheFilm’ on WeChat.
WeChat has launched its ‘Meet the Lootera Stars’ contest, which will give fans an opportunity to meet the star cast of Lootera and interact with them. The meet and greet contest was kick-started on the June 28, 2013 and will be open to WeChat users across India. WeChat is also all set to launch new emoticons of the lead pair of the movie – Sonakshi Sinha and Ranveer Singh.
Digitainment India, which is a movie aggregator and digital distributor of full-length movies, videos, eBooks, games, imagery and apps, has also associated with Lootera as its media partner and launched its kiosks ‘Mobile Talkies’ in collaboration with SSK Retails. It’s a service wherein customers can purchase movies and other content from an extensive list, which includes a mix of new releases and old hits, at retail stores and get them transferred to their preferred devices including mobile phones, tablets, memory cards and USB drives for a nominal price.
The marketing initiative also saw the launch of a print campaign, as well as a contest run on radio and Digitainment’s Facebook page.
Apart from the digital media platform, Balaji Motion Pictures and Harlequin India have launched a special edition Mills & Boon – Lootera Collection in order to commemorate the beautiful essence of romance. The pack, consisting of love tales by popular authors such as Emma Darcy, Lynne Graham and Penny Jordan, depicts the depth and intensity of love, similar to the way Sonakshi Sinha and Ranveer Singh exhibit onscreen in the film.
The cast also promoted the movie on various reality-based talent shows such as Jhalak Dikhlaa Jaa on Colors, DID – Supermom on Zee TV, India’s Dancing Superstars and MasterChef India on Star Plus and Indian Idol junior on Sony Entertainment Television. The cast also made an appearance in fiction show Uttaran on Colors. An extensive out of the home campaign has also been rolled out to create noise about the movie in the form of hoardings, etc.
The film, produced by Ekta Kapoor, Shobha Kapoor and Anurag Kashyap, starring Ranveer Singh and Sonakshi Sinha is set for a worldwide release today (July 5, 2013).