Talaash takes subtle marketing approach

Talaash has undertaken a marketing strategy that is limited in its approach; it aims to create a deep impact, rather than have a wide reach

e4m by Synjini Nandi
Updated: Dec 7, 2012 7:55 PM
Talaash takes subtle marketing approach

Production houses today leave no stone unturned when it comes to marketing their big ticket movies. However, choosing to deviate from the usual large-scale promotions, the recently relased movie ‘Talaash’ has undertaken a marketing strategy which is limited in its approach; it aims to create a deep impact, rather than have a wide reach.

Earlier, we have observed movies such as Barfi, Student of the year, Jab tak hai jaan, etc. being backed by big bang campaigns that would extend across different media platforms. In comparison, the promotions for ‘Talaash’ saw the production house undertaking very selective activities on various media platforms. The campaign was not extensive as observed in the case of other releases in the past few months.

Has being selective worked for ‘Talaash’?
According to industry sources, ‘Talaash’ netted around Rs 44 crore on the first weekend. The box office collections for the first week are estimated to be around Rs 60 crore or more. The numbers indicate that the film has observed a good opening and is also expected to sustain its collections.

With the movie faring well at the box office, exchange4media takes a look at the various promotional activities undertaken by the production house.

Marketing push
With brand associations becoming a significant part of movie marketing, ‘Talaash’ has associated with Windows 8. Through the tie-up, people have been encouraged to come to Windows 8 stores and try out the different products. Different contests have also been launched that give winners an opportunity to meet Aamir Khan. The features of Windows 8 such as picture password have also been used creatively in movie promotion. The campaign has been launched across different media platforms such as television, print, digital, etc.

In the television space, ‘Talaash’ integrated with Sony Entertainment Television’s show CID, wherein Aamir Khan played the character of an inspector who aids in the solving of a crime.

Apart from in-serial integrations, Aamir would be making an appearance on Star Plus’s exclusive one-hour show ‘Nayi soch ki Taalash Aamir ke saath’. Though appearances by the cast on different reality shows is very common, ‘Talaash’ has taken this a notch higher with the dedication of an entire show for promotional purposes. The show would see popular characters from different fictions shows such as ‘Diya aur baati hum’, ‘Veera’, ‘Ek hazaaron mein meri behna hai’, etc. questioning Aamir on the various facets of his life. Aamir, in turn, will explore the four areas of ‘Nayi soch’ that Star Plus embodies in helping women in their quest for fulfillment. These areas are education, relationship, lifestyle and health. He would also join the ‘bahus’ and perform to some popular tunes from his movies.

The ‘Talaash’ team also addressed crime reporters in different cities. In the social space, a Twitter contest was launched which gave winners a chance to meet Aamir. An extensive OOH campaign has been initiated in different cities as well.

As a part of the in-film branding, the movie had associated with brands such as Vodafone and Ashok Leyland.

What is observed is though the film’s promotion was leveraged on different media platforms, there were just one or two activities that were planned around the same. This made the marketing campaign more selective in its approach, thereby, also refraining from overexposing the movie. Though, one cannot truly predict what actually contributes to the success of a movie in the long run, ‘Talaash’ with its different approach proved the age old saying that ‘Quality is important than quantity’.

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