Movie production houses are increasingly becoming aggressive on the marketing front prior to a new release. With every Friday presenting itself as a litmus test for Box Office success, no stone is left unturned to create the right buzz across multiple platforms and garner viewer attention.
Of late, there has been a lot of buzz around UTV Motion Pictures' latest movie 'Ghanchakkar'. Elaborating on the core objective of the marketing campaign, Shikha Kapur, Executive Director, Marketing, Studios, Disney UTV stated, “The idea is to position 'Ghanchakkar' as a quirky comic caper and we have used this messaging uniformly across marketing and PR activities. We needed to create buzz and excitement about not just the lead pair (Emraan Hashmi and Vidya Balan), but also the plot and key themes of the film.”
The production house is using all available media platforms such as television, print, outdoor, digital, radio as well as on-ground activation to maximise reach and creative effectiveness. According to Kapur, media planning has been done in a way such that every medium complements each other in order to present incremental impact in key markets.
In order to increase affinity for the characters, three music videos (on the songs from the film – 'Jholu Ram', 'Lazy Lad' and 'Allah Meherban') have been created to showcase the peculiarity of the characters.
The production house has undertaken various activities and media integrations as part of the promotional initiatives on the television platform based on the quirkiness of the couple. Vidya Balan dressed in character as the Punjabi housewife with a bizarre fashion sense showed off her dance moves on 'Jhalak Dikhla Jaa' on Colors recently.
The duo also made appearances as the eccentric couple on fiction shows such as 'Chidiya Ghar' on SAB TV as well as reality-based talent shows such as 'DID Mummies' on Zee TV, 'Comedy Nights with Kapil' on Colors, 'Indian Idol Junior' on Sony Entertainment Television and 'Sa Re Ga Ma' on Zee Bangla.
The film was also promoted across regional channels and regional print media. Since the film is also about the search for a booty, a 'Ghanchakkar Treasure Hunt' contest was organised with a radio partner.
While traditional media ensures reach across the target audience, the cast also visited cities such as Ahmedabad, Bangalore, Kolkata, Delhi, Chandigarh and Jalandhar to create buzz amongst the audiences and gauge the pulse of the promotions. Moreover, Vidya Balan hosted kitty parties for women, where they could all discuss their 'lazy lads'. In another event, to create suspense around Emraan Khan's memory loss and highlight the whodunit angle in the film, Vidya put Emraan on a lie-detector test and opened questions to the media.
Digital and social media marketing has also been integrated with the overall marketing campaign. The trailer of the movie was launched on the digital platform as against having a traditional press conference. “We monitored the traction on digital media carefully and created interesting content to keep the audiences engaged,” informed Kapur.
In addition to these initiatives, the production house has also undertaken brand integrations. Kapur believes in consciously looking for brands that find a connect with the film and seamlessly integrate the film communication with the brand messaging. The movie has associated with brands such as OLX, Raindrops Basmati Rice, Reliance and so on, in the form of in-film partners as well as brand partners co-promoting the film. They have also launched their media campaigns via TV, print, outdoor, radio, digital as well as in-cinema advertising.
'Ghanchakkar' is directed by Rajkumar Gupta and produced by Ronnie Screwvala and Siddharth Roy Kapur from UTV Motion Pictures. The film is set to release on June 28, 2013.