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Movie Marketing: Rajneeti

June 7, 2010

Had sort of stopped updating any post on movie marketing, as for past few months most of the Bollywood releases have been doing almost the same stuffs for promotion – websites, social media, television presence, reality shows participation, some general on ground events, radio messages etc. Their marketing strategies looked repetitive and formulaic. But with Rajneeti, things seem to be different. Not only the movie is in news because of its political semblances but their promotion campaign which is revolving around the integration between reel theme and real issues is also attracting enough eyeballs amongst interested common man & the media fraternity.

After Aamir touring across India for the promotion of 3 idiots amongst mass, now its stars like Katrina Kaif & Ranbir Kapoor who are on a nationwide on-ground campaign to promote their upcoming movie Rajneeti.  Keeping the political theme in mind, Ranbir Kapoor and Katrina Kaif have been on a run, hosting debates called “Aaj ki Rajneeti” in colleges in Bangalore, Delhi, Chandigarh, Lucknow, Kolkata, Indore and Ahmedabad. The groups discuss political and social topics concerning youth. For instance, at  IIM Bangalore the discussion was on youth taking active part in politics. As a part of this discussion cum promotion drive, the team is raising issues such as whether voting should be compulsory in the country; whether a year’s military training should be mandatory for every citizen; and whether film stars should join politics. The producers have organized many such rallies in various cities and each rally attracted a crowd of about 500-1,000 people. These rallies were turned into a televised property by STAR News. For a month, 30-minute episodes about the rallies were aired on the news channel at 8:30 pm. Apart from these events, as far as outdoor campaigns are concerned, this movie has tried to create a difference by using branding properties which resemble the hoardings used in real life political campaigns. Individual cut-outs of the movie’s characters, along with signages have been used extensively in different cities, to create an impression of a real-life election campaign in progress. Also, a special video which features the cast of the movie rendering the national anthem is being showcased in theatres, prior to the screening of the movie.

Going by the buzz it has created, the marketing campaign definitely seems to be interesting enough and bit different but let’s see how does the movie perform overall on the box office? As far as the opening is concerned, Rajneeti had a tremendous opening weekend, which is second only to 3 Idiots. The movie did net business of Rs 34 crore in its opening weekend as compared to 3 Idiots’ Rs 40.50 crore (source). Public verdict on social media has been mixed – some liked it while others have bashed it. Now let’s see when do I get the time to watch it and evaluate if the movie is really different or just another saga on politics and corruption in India.

Karthik Calling Karthik

March 3, 2010
Get-togethers, Karthik Calling Karthik, Holi and lo the weekend disappeared just like that :(. It was surely an action packed weekend with main highlight being the festival of colors. In fact I got to celebrate holi after a looong time. It must have been years now that I had such great fun on any festival like this. Thank god, for a nice day in my life. But coming down to the main topic of the post, I think again it’s quite some time that I’ve posted review of any movie on this blog. Not that I’ve not seen any movies of late, as usual my minimum one movie a weekend quota is still going on 😛 but the lazy as well as busy me has just not managed to get time to write a post on recently watched movies. But you know I’ve to do a post on Karthik Calling Karthik and this amazing talent known as Farhan Akhtar.

To start with I think Farhan Akhtar is simple the best in Bollywood these days. I was so mesmerized by his multi-faceted performance in Rock-On; then came Luck By Chance where Farhan was again in a lead role. Despite the movie not being a huge commercial hit, personally I had loved it. And now with KCK (Karthik Calling Karthik), I’m in total awe of this actor. I know the movie has its own flaws and so is the storyline which gets bit too filmy at end, but overall if I have to rate this movie then my pointer will surely tilt towards “I like it” side. This movie is about a diffident guy Karthik who is being bullied by everybody around him, be it his landowner, his boss (Ram Kapoor), colleagues or his love of life Shonali (Deepika Padukone) who has not even noticed him despite spending four years in the same office. Then one day Karthik gets a call on his landline number which changes his life forever… No more details about the movie in the interest of those who have not watched it till now. It’s a thriller different from other Bollywood movies though I agree that the ending could have been a better one. After an entertaining first half and the gripping second half, the way in which the movie finally unfolded its main suspense was just too literal and dramatic. But nevertheless it was one of those intriguing movies which manages to keep your attention till end. Deepika Padukone was good, rather I should say better than some of her earlier dumb performances (me didn’t like her in Love Aaj Kal :I ). Writer-director Vijay Lalwani definitely deserves some accolades for trying out something different and Farhan as I said earlier was awesome! I especially liked the way this movie has been shot, the scene where the sun rises while the screen shows back of Karthik & Shonali sitting together on bench emphasizing their start of relation in a beautiful way – neither too loud like a typical movie nor too subtle to be missed out; or the last scene where Karthik falls down and the camera captures his expressions underneath the bed. Even the use of Rubik Cube at different stages to demonstrate the different states of Karthik’s life was interesting. Overall a nice and experimentive movie which gets a thumbs-up from a viewer like me.

Hello, I’m there :-)

December 28, 2009
OMG, again I’ve not come back to my blog for soooo long and I only realized it when a reader emailed me that she is missing my posts. Looks like one of my resolutions for 2010 has to be about being regular on my blog. There are so many things which I wanted to blog about but blame it on twitter, farmville or busy schedule including weekends that I’ve not been able to do so. And December weekends are all the more pre-occupied, well with so many good movies releasing every Friday and some cool live concerts happening in Bangalore, how is one supposed to sit at home and spend time with laptop? The only thing which has made me spend time on my laptop over weekends is harvesting as it’s just not possible for me to let my crops die at my farm in Farmville. Such a hard working farmer I’m! Apart from my kheti-baari, every weekend I’ve ended up watching some nice movies and I think all four movies which I watched in December were amazing – be it Scent of a Woman on DVD, or Paa, Rocket Singh and the latest one Avatar in theaters.

Hmmm one mention of Avatar and lo I’m again spell-bound. I think it would be prudent to say that I’ve not seen anything so magnificent and terrific in my life ever. This movie is simply outstanding and soooo….uh I’m running short of adjectives now. Story wise it was just another fantasy movie with added flavor of love story in it but visually it’s a treat for your eyes. The 3D effects are mind blowing. There are scenes which have just made me jump out of my seat. It’s thrilling and must must must watch for everybody. Do watch it no later than today in case you have not till now. Only a director of James Cameron caliber could have done justice to this film. And speaking of caliber, I think I need to mention the acting potential of Mr. Bachchan. With his character as Auro in Paa he once again has proved it that there is only one Amitabh Bachchan in overall cinema industry. Man, what a film and what a performance! Paa is a beautiful story of mother-son relationship (yea, I think it was more mother-son than father-son story as advertised in promo campaigns). BigB’s portrayal as Auro just leaves you amazed, and the bigger surprise package is Vidya Balan as the mother of 13 year old Auro. Only an actor of Amitabh Bachchan’s caliber could have done justice to this film. Once again a must watch, if you have not watched it till now. Rocket Singh was nice too but it’s definitely not a mass movie; mostly people with corporate career can relate to this movie better. I personally liked it. Scent of a woman was awesome, I don’t think I need to write anything about it; in fact I’m wondering why I never watched it earlier. Next on my “watch-list” is 3 idiots which I’m going to watch sometime soon.

So, that’s all on movie front. Will be back with my year-end post in a day or two. In the meantime, here’s wishing all my readers a very happy new year. Hope you’re enjoying this holiday season to the fullest 🙂

“Paa” Marketing: Auro is the strongest marketing pull

November 27, 2009
For quite some time, I have not blogged about movie marketing mainly because of two reasons – 1.) I think like all other industries, even marketers from Bollywood were lying low due to economy as well as industry specific reasons and 2.) Like typical herd mentality, all marketers for past few months have been using almost ditto strategies again and again for their movie promotions – same website, social media, contest, reality TV presence etc. etc. Nothing new or innovative was coming out which could be discussed or talked about. But well looks like this monotony is going to be broken with the release of Paa. Not only the trailor but the promotion and presentations too are interesting enough to generate curiosity amongst the audience. Here are some of the new strategies which the marketers are using to promote this movie:

  • Brand Auro: Despite the fact that one of the biggest brands of Bollywood is playing the lead role of the movie, what is interesting is that the movie in all its promotions and appearances is focusing on Brand “Auro” and not Brand “Big B”. The promotion started with a teaser campaign with just a glimpse of Auro and at first look I actually didn’t recognize that it was Mr. Bachchan himself. Since then I’ve seen the promotion of this movie in different reality shows as well as television programs but everywhere it’s Auro who has been the focus and not the star-cast like other movie promotions.
  • Smart messaging: These days in cinema halls you won’t be surprised if you get a sweet chide like – “Stand up for the national anthem, or I’ll tell Paa”, or “Switch off your cell phones, or I’ll tell Paa”. This is how the movie is being promoted in theaters via slide shows and messages. Interesting and surely catchy!
  • Engaging properties: Apart from the regular engagement properties like on-ground events and contests, online website, presence on social networking sites like Orkut, Facebook, Twitter, channel on YouTube etc., this movie has been creating a difference through some other interactive promotions too, for e.g., the apt placement of Auro Dance within the cricket match. During the recent series, whenever a wicket was taken a small figure of Auro used to come on the screen, doing that unique “Auro dance” (you can see this dance on its official website as well). On the occasion of children’s day, contests like “Paa and I” where a child can be the father for a day or “I Love my Paa” was organized and all the contests received enthusiastic participation from the kids.

Good to see a fresh movie theme with fresh marketing initiatives. This is a low budget film and hence not much money has been spent on promotional activities but even with a small budget, I think the movie has created enough buzz in the market due to its intelligent strategies. And who needs a large budget to promote a film which has got 67 year old Amitabh Bachchan playing the character of a 13 year old kid. The most expensive element in this 16 crore film is actually Big B’s make-up which accounts to 10 % of the overall budget; no wonder his looks in the film is topic of such a high interest amongst media as well as audience. Mr. Bachchan’s make up for his character Auro is actually going to be one of the strongest marketing pulls for this movie.

What’s Your Raashee on Facebook

September 24, 2009

While doing some random surfing on Facebook, stumbled upon this app for horoscope and compatibility check, in fact it came as a friend’s update. On visiting I realized it to be an app from the makers of the movie “What’s your Raashee”. Indeed another interesting example of movie marketing from Bollywood. After websites, communities, forums, twitter and other social media marketing, it was good to see an app based on the theme of the movie i.e., zodiac signs. The application requires the user to answer questions about their personal preferences and then based on the common characteristics with other signs, they will be shown a list of users whom they are compatible with while offering them an opportunity to add those people as friends on Facebook.

Considering my interest in movie marketing, I did install that app immediately but well I must say that I was bit disappointed with the overall impact. Horoscope, compatibility tests or fortune cookies are definitely some of the most commonly used apps on facebook, every third update on my friend’s feed is actually related to horoscope or zodiac signs. So potentially this app could have created a great viral effect if there were enough interactivity and feed triggers available in it. The feed functionality is available only while installing the app, for rest of the actions actually there is no way to publish your updates. The way it tests the compatibility between you and your partner is quite confusing. Now if the app is allowing you to check the compatibility and if your partner is available on facebook, the fun would have been if there was a way to inform the partner about the compatibility result, same is missing from this app. Also it would have established a better connect with the movie if somewhere the zodiac result of any person could have been associated with the relevant character of the movie:

  • For e.g., in my case the result reads something like this: “Kark, About Your Raashee – Consider starting a small business on the side…”; instead of showing it like any other zodiac trait announcement if it would have read something like this: “Karka, About Your Raashee – So, you’re like Hansa (Cancerain character in the movie) who is also a Kark and…” then I think along with fun this app would have led to subtle promotion of the movie as well.

Overall a great idea and I loved the initiative but execution could have been thought about more. Let’s see how the movie fairs at BO tomorrow, I for sure gonna watch it soon as I love Ashutosh Gowarikar’s movies.

Kaminey: MaFt & NiFe watch :)

August 16, 2009
Mujhe toh movie maft lagi & Shahid ekdam jhakkaf! Aur ab jake samajh mein aaya ki yeh finema wale “Now Fowing” kyun likh rahe the har jagah :). Well, I’m not much of action flicks fan but for a change I actually liked some gang-war movie. After Omkara Vishal Bharadwaj has created his magic yet again with Kaminey! Now people like Farhan Akhtar or Vishal Bharadwaj really leave me amazed, how can one person excel in so many fields? Vishal not only is a great music composer but he is equally wonderful as director, producer, singer as well as writer! You need to watch Kaminey as well as listen to the song Kaminey to experience it on your own.

If I describe the story, it will sound clichéd. Twin brothers (Shahid Kapoor) Charlie & Guddu, one good & one bad, poor ailing father, financial crunch in the family, bad became bad in need of money, good hates the bad one, has a girl friend Sweety (Priyanka Chopra), cool songs like Aaja aaja dil nichode & Raat ke dhai baje and some X number of different gangs in the story to create those twists n turns and dhishoom dhadam! But still I liked it simply because of its intelligent direction. Such a stereotype story but presented in such a clever way that it leaves you hooked on to your seat from start to end. At the end you definitely feel it once – oh that’s all about it, I mean a judwaa bhai saga is all it is about, but then when you think about how engrossed you were into the movie, you definitely feel it was a paisa vasool. Sometimes even typical stuffs can be presented in an atypical way! Shahid was awesome or rather awefome ;), this has to be one of his best performances till date; though Priyanka had a very small role but still lived up to it wonderfully. Surprise package was Bhope Bhau (Amol Gupte), he was really outstanding in his performance. I loved his character so much, even other dadas be it Taji or Bangali babus, all have done a good job.

Overall I loved the movie and would definitely recommend it to all. Go for it for the smart direction of Vishal Bharadwaj, that “fortcut & chota fortcut” funda of Shahid or for that cute dialogue of him where he speaks, “main फ ko फ bolta hoon” :).

Other details of the movie:

  • Duration of the movie: 2 hours 30 mins
  • Best to watch it with: Spouse, friends, family but it has some scenes and dialogues which are not meant for kids.
  • Cast: Shahid Kapoor, Priyanka Chopra, Amol Gupte, Tenzing Nima
  • Director: Vishal Bharadwaj
  • My Rating: 3.5 / 5 (Very Good)

Love Aaj Kal: Kal was better than Aaj!

August 7, 2009

Well, too many things to blog about again but sigh for I am not getting time to be regular on blogs. Reasons are many actually, but those deserve a separate post, as of now lemme stick to the movies & books which I read recently. But before that would like to share one of my articles which came on pluggdin today, check out: Twitter getting Twilmy: An opportunity for brands? @ http://www.pluggd.in/bollywood-celebrities-on-twitter-what-indian-brands-can-learn-from-twilmy-tweets-297/

Watched Love Aaj Kal last weekend and since then have been planning to do a post on it but…anyways coming down to this movie, I think I have a very confused reaction towards it. I liked it and I didn’t like it. Now the confusion is which reaction is the dominant one? I think the later one; I found it to be just an ok type movie, maybe a one-time watch for those who love light Bollywood flicks. I very much like Bollywood movies but this was just another movie for me which has nothing special to be shared except for the way it has been made, that was definitely new. Some parts were enjoyable like Veer Singh’s (Young Rishi Kapoor played by Saif Ali Khan) love story with Harleen Kaur (a brazillian model Giselle Monteiro) but other aspects of the movie were really big disappointments esp. Deepika Padukone; she looked gorgeous, absolutely ravishing but her acting was pathetic! It was as good as an exotic looking dish but salt missing in it! This has to be one of her most plastic performances ever. Even very powerful scenes were lifeless because of her expressionless expressions. Saif Ali Khan was good but I found him better in his sardar old generation role, in fact overall also I found the “Kal Love” to be better than the “Aaj Love” in the movie. Music was great but the most promoted song was not a part of the movie, it was at the end as a part of concluding casting. Surprise package was definitely Neetu Kapoor, ah I love the grace of that lady so much that her presence (even though it was hardly for a minute or two) just gave a lift to that movie. She looked as fabulous as ever. So, in case you’ve not watched this movie till now, go for it for that slight glimpse of Neetu Kapoor or for the sweet love story of Veer & Harleen. That part is definitely worth a watch!

Back with “Harry Potter And The Half Blood Prince”

July 20, 2009
Well, I’ve been off from blogging scene for last 2 weeks now. Wondering which one could have been the larger reason for the same – hectic work, my intention to be off laptop after work hours till late night, writing some long work related documents thereby lesser intent to write personal posts or a combination of all these? I think larger one is definitely me not being on laptop for long at nights these days but I think I’m enjoying it like this as of now. At least I’m able to trade off that time with gym or walk. Now that I’m back I have too many things to share but lemme stick to only one topic for this post & that has to be of course HARRY POTTER :-).

Yes, yes I watched it on Saturday itself, though missed initial few minutes of it (thanks to horrible Bangalore traffic on weekends)!!! And I am the kind of person who has to watch a movie from absolute START i.e., from that censor board certificate to Chopra or Mehra presents…so one can understand the frustration of missing the beginning of a movie like Harry Potter And The Half Blood Prince! Grrrrr…###…!!!…but few minutes into the movie & my anger simply vanished as I got completely engrossed in it. As any other HP movie, it was fun & captivating. Lord Voldermort, the Death Eaters wreck havoc in London and danger is hovering over Hogwarts too. In Hogwarts, during a potion making class, Harry comes across an old copy of book belonging to ‘Half Blood-Prince’. From there starts a perilous journey of Harry along with old Dumbledore leading to different twist & turns and finally a dark end. Of course I’m not going to give you all details of the movie in the interest of those who have not watched it till now. Anyways, Harry Potter movies are review-proof I think, whatever be the feedback or critic rating you have to read the book or watch the movie to experience it on your own. Movie was good but well it was less of fantasy & more of drama this time. Ron & Hermione were more interested in their love lives than the problems surrounding Hogwarts and their acting somehow seemed to be very plastic, others surely were damn good. Despite being a good movie, I somehow felt that there was something amiss and this definitely did not qualify as “my most favorite Harry Potter movie” for sure. A darker shade with an end which leaves you wanting for more, this movie overall is surely a must-watch for all Potter lovers and one-time watch for others. After all you need to see the movie at least once which has broken all records of midnight BO collection 🙂
Other details of the movie:
  • Duration of the movie: 2 hours 40 mins
  • Best to watch it with: Anyone, but a better treat with kids.
  • Cast: Daniel Radcliffe, Michael Gombon, Emma Watson, Rupert Grint, Jim Broadbint
  • Director: David Yates
  • My Rating: 4 / 5 (Very Good)

Chandni Chowk to China: Don’t watch even if it comes for FREE!

January 27, 2009
Unfortunately got to watch Chandni Chowk to China yesterday, oh yes some of my friends had warned me against it but as I said “UNFORTUNATELY” ended up watching this movie and I don’t have words to express my reactions towards this movie. No, I won’t write any review of this movie, as I don’t think there is anything to write about this movie at all.
Rather I would simply tell you 5 reasons as to why NOT to watch this movie even if someone is offering you a free ticket:
  1. It’s one of the most moronic movies I would have ever seen in my life.
  2. Even if you have slightest positive feeling for Deepika Padukone and her acting skills, you should not watch this movie as suddenly you will find yourself hating her. You keep on wondering, “why on earth did she decide to work in this movie”?
  3. Dialogues of the movie have to be definitely awarded as one the worst dialogues ever written. I’m wondering what could have been the quantum of pegs which the dialogue writer would have taken before writing the dialogues of CC2C? 15 or 17 or more???
  4. After seeing Mithun Chakravarty’s kicks on Akshay and its after-effects, you will lose your all knowledge and belief on Newton’s gravitational laws and other such theories which you would have acquired by working hard in your childhood days. Trust me even Rajnikanth’s stunts look more believable as compared to the ones shown in this movie!
  5. Story is not story at all, rather it looks like a spoof of all masala movies of yesteryears – twins getting separated in childhood, heroine looking for her lost twin, godfather of the hero killed publicly in the mid of a village by goondas and people standing mum, heroine trying to take revenge of her father’s death, hero building body and learning action stunts to fight with bad men and hero-heroine singing songs by flying in air, no not in a plane but in an umbrella! Yes song placements were horrible; it can easily become case study for aspiring film makers to learn “where NOT to place songs in a film”

Need I say anything more? I think you would have got my TRUE feeling about this movie by now. These are my personal views and you are free to differ from mine but personally speaking I will NOT recommend this movie to anyone at all.

Other Details of the movie:

  • Duration of the movie: Close to 3 hours
  • Best to watch it with: Someone with whom you want to take some revenge, get him a ticket and make sure he can’t come out in between 🙂
  • Cast: Akshay Kumar, Deepika Padukone, Ranvir Shorey, Mithun Chakravarty
  • Director: Nikhil Advani
  • My Rating: – (minus) 5 / 5 (Hopelessly Pathetic)