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Marketing the ‘Dekho magar pyaar se’ way

Marketing the ‘Dekho magar pyaar se’ way

Author | Synjini Nandi | Friday, Jan 11,2013 8:06 PM

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Marketing the ‘Dekho magar pyaar se’ way

Today with movie releases becoming an elaborate affair, there is no dearth of interesting activities that production houses can carry out to create a buzz about their upcoming release. Film releases nowadays are supported by extensive marketing campaigns that are well researched and very aptly engage their target audiences. With ‘Matru ki Bijlee ka Mandola’ to be released today, exchange4media takes a look at some of the initiatives that have been undertaken by the production house that have led to the ‘Dekho magar pyaar se’ mania.

The production house has launched a 360-degree marketing campaign on different media platforms such as television, print, out of home, on-ground and digital, as well as through different brand associations to create a buzz about the movie. The entire theme of the campaign revolves around the tag line of the film ‘Dekho magar pyaar se’ and hence, activities have been lined up which highlight the ‘fun element’ of the movie.

Commenting on the marketing activities, Vivek Krishnani, Head of Distribution, Marketing and Syndication, Fox Star Studios stated, “We have launched an extensive marketing campaign which is relevant to the film and revolves around the fun element. The promotional activities have been designed keeping in mind the ethos of the film.”

Marketing mix
A majority of marketing spends is allocated to television, followed by print, digital and the OOH medium. Television, owing to its high penetration and engagement quotient, has become an important medium for all kinds of marketers, including big-banner blockbusters. The big-screen-small-screen affair manifests itself in various forms such as celebrity TV anchors or cameo appearances as run-up to mega launches. On the same lines, the cast of ‘Matru ki Bijlee ka Mandola’ was seen promoting the movie on shows such as ‘Sa re ga ma pa’ on Zee TV, ‘Comedy circus’ on Sony Entertainment Television, ‘Bigg Boss – Season 6’ on Colors and ‘Nach baliye’ on Star Plus, in addition to the promos and trailers that are being aired on various channels.

As a part of on-ground promotions, Imran Khan promoted the movie during the Red Bull Soapbox Race in Mumbai as well as visited colleges and drew tattoos on girls. A kite flying activity would also be carried out prior to the occasion of Makar Sankranti to create a buzz about the movie. A special range of merchandise has also been launched such as limited edition ‘Gulabo’ bottle which starts singing the title track of the film once it is opened, as well as other products such as t-shirt, coasters, etc.

An extensive out of home campaign has also been launched across metros as well as other cities such as Varanasi with ‘Gulabo’ hoardings wishing Happy New Year.

In the social space, a MMS e-greeting was launched on the Facebook page with Imran Khan wishing Happy New Year. The customisation was kept simple to enable ease of use, where the sender just has to choose who to send the e-greeting to from his/her friend list. ‘Hariyanvi’ classes have been also launched to add to the fun element.

Brand integrations
The production house has also carried out brand integrations and launched contests in the digital space. In line with the movie’s tag line ‘Dekho magar pyaar se’, the movie has associated with AOC TV and launched a contest on Facebook which gives winners an opportunity to win movie tickets and movie merchandise, along with five lucky winners getting a chance to meet the stars of the movie in Mumbai. AOC TV will undertake marketing and promotional activities in print, radio, electronic, online and social media space.

The movie has also associated with TABcabs wherein 250 TABcabs are branded with contest and movie promotional material. As per the contest, customers who books a TABcab between December 25, 2012 and January 10, 2013 stood a chance to win free movie tickets for the movie.

In association with MTS, the production house has launched contests on Twitter wherein the contestant who gives a crazy, cool and creative twist to the title of the film stands a chance to win data cards from MTS.

The movie has also partnered with Yebhi and launched clothes and accessories based on the movie.

The movie is set in the rustic surroundings of a village in Haryana and is a comedy-drama about Harry Mandola (Pankaj Kapur), a wealthy industrialist who loves his drink, his daughter Bijlee (Anushka Sharma) and the unusual bond they both share with Harry’s Man Friday, Matru (Imran Khan). The movie is produced by Fox Star Studios and Vishal Bhardwaj Pictures and directed by Vishal Bhardwaj.

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