'Ek Thi Daayan' leaves no stone unturned to lure audiences

Creating a finite TV series, launching novellas, to experiential marketing, the production house has ticked all the right mktg boxes to create visibility for the movie

e4m by Synjini Nandi
Updated: Apr 10, 2013 8:12 PM
'Ek Thi Daayan' leaves no stone unturned to lure audiences

With every Friday presenting a test for new movie releases, the boundaries of creativity are getting pushed like never before. Though there is no magic formula that can ensure an extraordinary performance at the box office, a perfect symbiosis of content and marketing has always been considered of high significance. Production houses today are keen to experiment with different strategies, themes, exciting media mix, etc. in order to ensure maximum buzz for upcoming releases.

Balaji Motion Pictures has always tried to incorporate unique elements that aim to differentiate its marketing campaign from others. For the promotions and marketing of its upcoming movie ‘Ek Thi Daayan’, the production house undertook a two-fold strategy comprising television and print, based on the theme of the movie.

Firmly believing that it is important to push the envelope in order to enjoy creativity at its best, Prerna Singh, CMO, Balaji Motion Pictures stated, “We have a huge amount of faith in the broadcast space, and hence, the thought of launching a finite based series ‘Ek Thi Naayka’ came into effect. The series was launched with intent to target different regions of India, given the fact that all these markets contribute to the box office.”

The eight-part series starring Smriti Irani, Sakshi Tanwar, Mouli Ganguly, Ankita Lokhande, Kritika Kamra, Shweta Tiwari, Pooja Gor and Amna Shariff is being telecast for a time period of eight weeks at the 11PM time slot. Earlier, the promotional campaigns for movies were limited to appearances on shows or in-serial integrations in an episode of a fiction show in the television space. With this initiative, it is observing something new, with an entire series being created for a movie. In order to create buzz about the new show, the channel has focussed on the digital platform as well as cinema, in addition to the different media platforms such as television. As part of cinema advertising, the promos of the show were also aired across 400 screens.

Additionally, the production house launched ‘Ek Thi Daayan’ novellas by Ved Prakash Sharma which are basically targeted towards markets such as Lucknow, Meerut, etc. This makes for the second fold of the marketing strategy.

Also, as a part of integration, the book has been projected in one of the episodes starring Shweta Tiwari, wherein she was observed reading a Ved Prakash Sharma novel about witches. An extensive out of home campaign has also been launched pan India with strategically placed billboards and innovative hoardings across different cities.

According to Singh, the production house believes in spending wisely and competitively through the right media platforms based on the theme of the movie so as to leverage the property efficiently and create a strong connect with the viewers. Multiplex activations would also comprise a significant part of the marketing campaign, which will encourage convergence. Based on this rationale, the production house has also launched multiplex activations as a part of experiential marketing process. 

‘Misfortune cookies’ would be given with the purchase of movie tickets. With experiential marketing being the order of the day, the production house would be creating an environment of mystique with signature chants across eight to 10 key multiplexes divided according to the area and the target audience.

The cast of the movie was seen making an appearance at the holy fest in Allahabad, post which there was a debate that was arranged with management students based on the subject of the movie. The movie has also been promoted across social media such as Facebook to create a buzz.

Through the marketing campaign, the production house has tried to incorporate significant tools to ensure better brand recall in its target audience.

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