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SRK’s ‘Ra.One’ flexes its marketing muscle

27-September-2011
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SRK’s ‘Ra.One’ flexes its marketing muscle

Shah Rukh Khan’s ‘Ra.One’, which is all set for release this Diwali, has brought in front the best example of a complete integrated and well strategized Indian film till date. Ra.One is a classic case of marketing a film into every aspect of people's lives.SRK kicked off the promotions with a 10-second trailer during the World Cup semi-final match between India and Australia in the month of January while Ra. One's first look was unveiled then by the director Anubhav Sinha, on his Twitter page during the same time.

Western Union now is set to will launch a million dollar global mass media campaign in association with Ra.One to honour the millions of Indians working overseas. The global mass media campaign collaboration is the first of its kind between a bollywood film and a global company. Western Union’s association recognizes the symbolism behind the movie, anchored to be a superhero called G.one, charter that signifies heroic love and commitment to his family in a world of good and evil.

Western Union’s million-dollar mass media campaign will roll out in Indian and around the world across US, Canda, Europe, Middle East and Africa and Asia Pacific focusing on key Indian Diaspora countries. It encompasses TV, radio, print and outdoor advertising as well as local activities at Western Union agent locations. The campaign will hit the markets from the first week of October and will run through will the release of the movie. The creative agency of the campaign in India is McCann Erickson and the media agency is Starcom.

Talking about this initiative, Anil Kapur, Managing Director and Senior Vice President, Western Union, South and South East Asia, said, “Our emphasis to reach to a broader audience and one of the best ways to reach to our key Indian audience outside the country is and what better than then through a King Khan movie. We have earlier associated with a lot of other movies in the past but that was only through in film advertising but a global campaign like this will allow us to reach to our customers who are beyond the boundaries.”

Setting new standard for the use of digital media for promotions a custom built movie channel is launched for Ra.One. Red Chilles Entertainment together with YouTube released a thrilling viral promotion. The movie channel on YouTube will offer users a one stop destination for all promotional video content and special extras for Ra.One. The channel will have videos of behind the scenes shots, uncut footage of the star cats, and videos of the Ra.One premiere and red carpet events planned in London. Shah Rukh Khan will also be among one of the first Indian celebrities to be on Google+ platform to engage his fans. He will interact with the fans through video chats.

Leveraging the movie’s hi end graphics and special effects, the specially designed channel will also host games including the first social game from India, a 40 page digital comic, which is also ready on the official website of the film. The film will also host several contests one of them will be a promotional video making contest, where participants get a chance to create Ra.One promos from clips, music and dialogues of the film provide in an easy use interface and compete for the most views, and a chance to meet the superstar.

Targeting the young minds the movies has partnered Linc pens and Horlicks too. SRK also recently introduced McDonald's happy meals containing a Ra.One robot miniature toy – G.One. Kids who are lucky to get a special coupon will be entitled to meet King Khan himself. Red Chillies will also soon be launching G.One an online store on the film's official website, which be selling merchandises related to the film. Products include pencil box, piggy banks, lunch box, notebooks, limited edition toys, sippers etc. The store will also have a loyalty programme where members can earn revenues by placing links on the web site which advertises G.One Store or specific products on it.SRK has already tied up with Sony Computer Entertainment Europe to create a PlayStation game which will be launched post the release of the movie.

The music for the film has been composed by Academy Award winner Hans Zimmer and has several songs sung by R&B singer Akon, ‘Ra.One’ will be released in Hindi, Tamil and Telugu in 2D and 3D formats during Diwali.

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