Movie releases are an elaborate affair today. With increasing competition and decreasing attention span of the audience, the production houses are going all out to create buzz around their film. The creative quotient today is at an all-time-high with lots of innovative activities undertaken on various media platforms. Every Friday is like a litmus test for a film; with Ranbir Kapoor starrer ‘Barfi’ scoring excellent reviews, exchange4media takes a look at some of the interesting initiatives that has led to the ‘Barfi’ mania.
Television, being a widely consumed medium, has been used extensively for the promotions of the film. The most striking of all the associations being the in-serial integrations in the general entertainment space on Zee TV where Ranbir Kapoor made an appearance on three prime time shows ‘Hitler Didi’, ‘Phir Subah Hogi’ and ‘Punar Vivah’. Though, this is not an entirely new concept, it is the first time that a movie has associated itself with three fiction shows on the same channel. Ranbir Kapoor also made an appearance on Sab TV’s fiction show ‘Tarak Mehta Ka Ulta Chashma’.
In addition to GE shows playing host to movie stars for promotional activities, the non-fiction properties also see the cast in the form of guest judges. On the same lines, ‘Barfi’ was promoted across format shows such as ‘DID Lil Masters’ on Zee TV, ‘Comedy Circus’ and ‘Indian Idol’ on Sony Entertainment Television and ‘Jhalak Dikhlaja’ on Colors.
With digital and social media being the most favoured platform for marketers today, UTV Motion Pictures has launched a YouTube campaign for ‘Barfi’ where an interactive custom page has been created called the flavour of ‘Barfi’. The application features Ranbir Kapoor as ‘Barfi’ acting out the instructions that one types. Also, it gives the users a chance to change his mood as well as see him flirt. Facebook and Twitter has also been used to create hype around the movie.
Another interesting aspect of the marketing campaign is the song ‘Fatafati’ that has been sung by Ranbir Kapoor himself. Though, promotional videos bring released prior to the theatrical release of the film is not entirely new, this one has managed to rope in the protagonist himself to sing for it.
Apart from the creative use of television and the digital media, on-ground promotions have been carried out at Café Coffee Day outlets and various malls such as R City Mall and Ambience Mall. An extensive outdoor campaign has also been launched across various cities.
Our typical marketing budget is usually 10 per cent of the topline spend