Balaji’s new film Kyaa Super Kool Hain Hum, directed by Sachin Yardi and produced by Ekta Kapoor, is set to release today. A lot of buzz has been generated around it with it being marketed across multiple platforms such as television, print, outdoor, radio and digital. The film is a sequel to the 2005 movie, Kyaa Kool Hain Hum.
The youth is perceived as the primary audience for the film. Hence, the marketing campaign has been designed keeping them in mind.
Commenting on the film, Prerna Singh, Chief Marketing Officer, Balaji Motion Pictures stated, “The film is different and has a strong franchise. This is also the most awaited film as it is the sequel to ‘Kyaa Kool Hai Hum. Hence, we have tried to reach across all platforms in order to generate maximum buzz around the film.”
The marketing campaign, as described by Singh, is creative and smart. The production house believes in spending smartly and getting the maximum response. The focus is more on creative execution rather than on the amount of money being spent.
Balaji Motion Pictures has a two-fold marketing strategy in place that attempts to target the ‘masses’ and the ‘classes’ to reach out to a wider audience base. For the same, promotions and activations have been done in metros such as Mumbai and Delhi as well as the tier II and tier III cities such as Patna, Lucknow, Indore, Nagpur, etc. Also, in accordance with the cities targeted, the promotional strategies have been designed so that the audience could relate to them.
As a part of on-ground activations, the cast travelled to colleges in Delhi for an hour-long event. Additionally, there were promotions across fifteen theatres in Mumbai wherein during the interval of the movie ‘Bol Bachchan’, people danced to ‘Dil garden garden ho gaya’ which is based on the concept of flash mobs. According to Singh, this was the first such communication undertaken to promote a song on such a large scale.
Nimbuzz is the IM Buzz Partner of the movie. Tushar Kapoor and Ritesh Deshmukh will be seen chatting on the Nimbuzz platform in the movie. Nimbuzz will also promote the movie through its mobile community.
The movie stars on TV
A lot of integrations with shows on GECs have been undertaken. The concept of the movie has been amalgamated in the scripts of serials such as ‘Pavitra Rishta’ on Zee TV and ‘Bade Achhe Lagte Hai’ on Sony TV. This was done in order to target the women audience.
An exclusive two-hour show on Sony Max has been designed which will entail the cast of the movie entertaining the audience along with the participants of the show ‘Comedy Circus’.
Also read: http://www.exchange4media.com/47363_balaji-engages-global-to-promote-new-film.html