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IndiaFM, Bollywood in a win-win pact for promoting movies online

20-October-2005
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IndiaFM, Bollywood in a win-win pact for promoting movies online

Recognised as one of the most popular websites on Bollywood, IndiaFM has promoted more than 300 movies in a period of five years. As a part of movie promotions, the website is well known for arranging special one-to-one interviews, online games, mobile contests besides showing the making of a movie, exclusive promos, and premiers and conducting surveys and research.

The website has tied up with forthcoming movies such as 'Kyon Ki', 'Garam Masala' and 'Shaadi No.1', which are slated for release this Diwali and Eid. The website has also created an official website for 'Kyon Ki' and is involved in the promotions of 'Garam Masala' and 'Shaadi No.1'.

These movies will be promoted through online contests and star chats. For the promotion of 'Garam Masala', Venus Films had organised a special trial for IndiaFM and the review of the film was put online. After the film received positive reviews, Venus Films put up more prints in the market as the demand for the film increased.

Said Ashok Jain, Head of International Marketing for 'Garam Masala', "The Internet is a very important factor in a film's promotion today and it directly reaches the target audience. Tying up with IndiaFM for 'Garam Masala' has been very beneficial and has helped me reach a wide range of people."

Association with some of the most popular Bollywood movies gives IndiaFM access to exclusive content before it is made available to other mediums as well. For example, the promos of 'Garam Masala' were put up on IndiaFM much before it went on air across television channels.

Suleman Mobhani, Co-founder and Director, IndiaFM, said, "Our Internet marketing has won us an Abby Award for Yash Raj Films' 'Mujhse Dosti Karoge'. So, it (the tie-up) also helps in brand recognition as well on the creative and marketing front."

IndiaFM was also the online media partner for Balaji's 'Kyaa Kool Hai Hum' and the recently released 'Koi Aap Sa'. There was an online contest on IndiaFM and mobile shortcode 4646 called "Anchor Gel 'Koi Aap Sa' U Gel with me contest." It was a nationwide contest wherein participants had to complete the slogan "You gel with your friend because…" This contest was splashed all over the media, including the Internet. The bumper prize was a role in a Balaji serial.

Shenaz Nadirshah, Creative Executive Producer, Balaji Telefilms, said, "The Internet has been underestimated by producers. Producers should acknowledge the fact that it is an integral part of reaching the target audience. IndiaFM being India's largest Bollywood portal has been beneficial. Producers should realise that the Net should not be considered as an optional medium for promotions, but must be given the same weightage as television spots and hoardings."

Movie producers now consider the Internet as a lucrative medium for marketing their movies. According to Soham Shah, the director of 'Kaal', "IndiaFM is one of the most trusted and sought after websites in India and also abroad. It is definitely reliable because it is comprehensive and has respondents globally."

Kumar Ahuja, VP, International Sales, Eros Multimedia, added, "IndiaFM gives us the customer point of view as most of the people abroad, especially the US, read IndiaFM reviews and poll results before watching a film. The results of the polls conducted are quite accurate."

Earlier, IndiaFM was the online media partner for blockbuster films like 'Waqt', 'Bewafaa' and 'Maine Pyaar Kyun Kiya'. The website will also be associated with forthcoming movies like 'Ek Ajnabee', 'Vaah! Life Ho To Aisi', and 'Milenge Milenge'.

For the movie 'Home Delivery', IndiaFM has created a first ever video website that will go live in a week's time. To promote 'Ek Ajnabee', the website has users playing the role of Amitabh Bachchan driving his car through the streets of Bangkok trying to rescue a kidnapped girl.

Mobhani said, "We always ensure that our websites are interactive, thereby creating a virtual world wherein the surfer becomes a part of the promotion and is able to have a full 360 degree experience of the movie by the virtue of being able to participate in the unique experience."

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