A strong marketing campaign has become the mainstay of production houses prior to the release of a movie. Dharma Productions and Red Chillies Entertainment took a unique approach for the marketing of its upcoming movie ‘Student of the year’. Instead of taking the traditional route, this movie, keeping in line with the story, saw an extensive launch of contests pan India.
The film, which revolves around the concept of friendship, competition and relationships forged during the student life, has associated with a number of brands which signify similar values as that of the film. Stressing on ‘competition’ which would make up for a significant part of the movie, a number of contests such as 'Nano Student of the Year', ‘The Buddy of the Year’ and ‘FedEx International Student of the Year’ were launched targeting students across the country.
Tata Motors, on-ground promotion partner for the movie, launched the ‘Nano Student of the Year’ contest for all college students in India. In the first round, students were judged on four parameters namely academics, culture, sports and social life. The top eight finalists will compete for the ‘Nano Student of the Year’ title. The contest has been running pan India since mid-September.
The movie has also associated with Aircel to launch ‘The buddy of the year’ contest in order to connect with the youth. To participate one can log on the contest on Facebook and post messages to impress the cast of the movie. The contest gives participants an opportunity to meet the cast of the movie and win ‘Student of the year’ music CDs signed by Karan Johar.
The production house also recently tied up with FedEx Express announcing a special ‘FedEx Student Offer’ and launch of ‘FedEx International Student of the Year’ campaign. The campaign is aimed at individuals in India applying for higher education abroad.
The ‘FedEx Student Offer’ campaign will give students an opportunity to earn a sponsorship of INR 500,000 for their education overseas and get an opportunity to meet Karan Johar. In addition, ten shortlisted students would receive free counseling session from United States –India Educational Foundation for higher education.
Tata Motors would be awarding the grand prize winner with Rs 3 lakh educational scholarship. The mega prize is a new Tata Nano and, the bumper prize is an Apple Macbook Pro. The finale would be aired on Channel V on October 18, 2012.
The ‘Nano student of the year’ contest has also been amplified across youth touch-points such as youth TV channels, customised radio contests across seven cities, online contests and promotion through social media. The contest was also popularised at youth hangouts such as Café Coffee Day.
In addition to the aforementioned brands, the film has also associated with the online shopping portal Yebhi and launched a year book in an attempt to bring movie inspired fashion to the audiences from across the country. The movie has also tied up with Monte Carlo, an apparel brand which unveiled its new collections and Maybelline to create inspired looks from the movie.
Apart from the brand associations, television has been used for few promotional activities. As a matter of hygiene, the film was promoted across non-fiction properties such as ‘KBC’ on Sony Entertainment Television and ‘Jhalak Dikhla Jaa’ and ‘Bigg Boss’ on Colors. Radio station such as Red FM, Radio City, Big FM has also been used for the promotion of the film and its music. An extensive outdoor campaign has also been launched across various cities in India.
Our typical marketing budget is usually 10 per cent of the topline spend