In-film advertising is FASHIONable

Watched Madhur Bhandarkar’s Fashion yesterday, I liked the movie…really liked it, though I think the name of the movie should have been “Kimaya’s Fashion” or “Fashion from Kimaya” J. Another interesting case of in-film advertising with not one or two brands rather many. To name a few, which I can remember – Kimaya, Lenovo, Sunsilk, Café Coffee Day, Reebok, LG, Cellucom were the key brands with Kimaya and Lenovo being the most prominent ones. In fact in-film advertisements were so loud and clear that I couldn’t help myself noticing a Godrej carton as well while Priyanka was relocating but guess Godrej’s presence was just by chance and not planned as it was shown hardly for a second or two.

But the good thing about in-film advertising in Fashion was that the brands were chosen carefully and the presentation was perfectly in sync with the scenes and sequences. Nowhere they looked jarring or force-fitted and instead of being just used in background they were properly integrated with the script esp. Kimaya considering the last round of fashion shows in the movie were critical part of the script. Overall good example of in-film advertising otherwise we have seen some horrible examples of in-film advertisement in Bollywood – remember Subhash Ghai’s Yaadein and those numerous brands within the movie…oh God those were very irritating. Good thing is that commercially the movie has made quite some money by these in-film advertisements. Out of total 220 million investments in Fashion, the producer has made 85 million by just these branded advertisements only! Now that’s approx 39% of the overall investment and definitely is some money to make through in-film advertisements.

In-film advertising in Bollywood is getting popular day by day and advertisers are coming out with interesting ways of integration. If done in the right way, it’s definitely an interesting promotional strategy which is mutually beneficial for the brands as well as the movie – brands get the right kind of visibility and registration in the minds of consumers whereas producers get to make some good money to cover up their cost of production. But such in-film advertisements only make sense if they are done in the right way like the recent example of Fashion otherwise in most of the cases they just end up in being logo showcased in background for few seconds.

Fashion is interesting

Watched Madhur Bhandarkar’s Fashion last night and in one word I can say that it was CAPTIVATING! Right from start to end I was totally hooked onto the movie. Not that the story was unpredictable or plot was not known…of course it was a Madhur Bhanadarkar’s movie on Fashion world and so I had expected it to be like this but still there was something about the movie which kept me totally engaged. It looked realistic and different.
To start with, I think Kangana was outstanding and Priyanka was awesome! This has to be Priyanka’s best performance till date. The story is of Meghna Mathur (Priyanka Chopra) from Chandigarh who comes to Mumbai with a dream of becoming a supermodel. In all the glitter and glamour of fashion world she encounters the ruthless realities of life. The movie revolves around her journey and her struggle to make it big, how she meets and deals with Shonali (Kangana) who is a very successful showstopper and her competitor, her relationship with Janet (Mugdha Godse) who is also a struggling model with very clear priorities but settles for something quite weird in life, Manav (Arzan) who is also a new-comer and shares a strong bond with Meghna and Sarin (Arbaz Khan) who is the owner of Panache the most sought after brand for super models. No further details of the story in the interest of those who want to see the movie J. Each and every actor has delivered such a strong performance but Kittu Gidwani definitely deserves a special mention. She was too good and yeah she looked as ravishing as ever. Madhur Bhandarkar has done a great job in some of the scenes like the wardrobe malfunctioning one and the fiasco after that, Priyanka’s self-realization in front of mirror after she comes back from that shady hotel or Kangana’s reaction in rehab center. Songs were average but some of the background scores were very good. Madhur Bhandarkar has once again proved it that he knows what he is delivering. To me as I said the movie looked real, absolutely real.
Overall, I loved the movie and I would recommend it to everybody who would like to watch something different. Though the theme is serious but it’s not a heavy movie, it has its masala scenes and light moments as well. From my side it’s thumbs up to this yet another powerful presentation by Bhandarkar.

Other Details of the movie:

  • Duration of the movie: 3 hour +
  • Best to watch it with: Spouse / Partner or Friends. It’s a strict NO for kids becoz – 1. It’s a serious stuff, 2. It has some adult sequences as well
  • Cast: Priyanka Chopra, Kangana Ranaut, Mugdha Godse, Arbaaz Khan, Arjan Bajwa, Kitu Gidwani, Raj Babbar, Kiran Juneja
  • Director: Madhur Bhandarkar
  • My Rating: 3.5/5

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Political Advertising

In this season of advertising and mass media budget cuts, it definitely rings a bell if you suddenly listen about any campaign having a budget as high as 150 crores! Yeah, such budgets are still there and that too in India for advertising campaigns of just 2-3 months duration. Read More At Marketing Chit-Chat

Political Advertising

In this season of advertising and mass media budget cuts, it definitely rings a bell if you suddenly listen about any campaign having a budget as high as 150 crores! Yeah, such budgets are still there and that too in India for advertising campaigns of just 2-3 months duration.

Recently read that Congress has hired Crayons for their communications campaign for 2009 election and as per the industry sources campaign budget is estimated to be Rs. 150 crores. Crayons is the same agency which has worked on lots of other political campaigns including BJP’s 2004 election campaign, 2003 Rajasthan Elections campaign, Delhi Government’s “Badalti Tasveer Dilli Ki Aapke Liye” campaign and Tourism Industry’s Incredible India campaign for the whole of Europe. Following the course of Congress is BJP whose account has been given to an agency called Hive. And interesting thing is even BJP’s overall budget for the communication campaign is estimated to be Rs. 150 crores! Well, BJP’s budget had to be this or more, isn’t it? As per figures quoted, overall spend in forthcoming election campaign by Congress and BJP is going to be over Rs. 300 crores. This is definitely some money, in fact 300 crores is far more than the annual advertising spend of some very known FMCG giants in India. I’m sure for advertising agencies the forthcoming election campaign is going to be an interesting assignment both from commercial as well creative perspective.

But one thing keeps pinging my mind – from where do all these money come for just building brand image of these political parties? Isn’t 300 crores huge sum of money to be wasted in communications during election campaign esp. when we all know the realities of Indian Political parties be it Congress of BJP or any XYZ? Whole year they don’t do anything and when the time of election comes then they think of communicating their message! Wish they could have spent such money in genuine developments and upliftment work then maybe they need not spend such money in building their brand. Doing any communication campaign is perfectly alright but just communicating false promises with no end result is rubbish and sheer waste of money.

I’m back

I’m back to Bangalore and back to blogging :-). Ah, I was off from blogging for more than two weeks now…well LOADS of work at office, new marketing initiatives and alliances to deal with, coupled with frequent travelling! To add to that maid on unplanned leave for more than ten days now :-(. Life was frenzied and yeah it was one of those periods when you feel – oh hell, work life is so damn demanding in a start-up! But why start-ups, I think these days work life is full of pressure and demands for most of us in this downturn period. Everybody is speaking of lay-offs, pink slips, leave without pay and salary cuts! Everyone is trying hard to put in his or her best to survive the giant known as layoff! In fact wherever you go the common topic of discussion remains the same. I met this interesting elderly gentleman on my flight back to Bangalore last night, he is having his own company in Seattle and he shared some interesting statistics regarding layoffs. Whatever I can remember, I am sharing those here:

  • Massive layoffs in current times leading to increasing unemployment is one of the worst which job market could have ever faced.
  • Jobless rate has reached approx 8% now which is the highest in last 25 years, it was 6.1% in 2003 and 7.8% in 1992.
  • There are lots of companies which are resorting to mindless layoffs in a panic situation. Not every company needs to go for such huge scraping.
  • Wages are once again going to be monopolized now by the employers as there are many job seekers for lesser number of vacancies.
  • These dramatic layoffs will only lead to further worse economy. More credit in the market as people are unable to pay their EMIs, reduced expense which is leading to less sales for most of the consumer oriented companies.

It was a good insightful discussion but well it was scary, really scary. Nobody knows exactly when this situation will improve…everybody is just predicting and praying!

Britney 2.0!

Posted this on Marketing Chit-Chat almost two weeks back…
Celebrities using web 2.0 platforms is no new phenomenon now…we have seen lots of examples of Bollywood as well as Hollywood ones. From having their own websites, to blogging, to official presence on networking sites like Facebook and Orkut, celebs are doing it all to reach their audience and establish a direct connect with them. And as if these were not enough, now they are having their fan following on twitter as well. Yeah, celebs are actually on twitter now! And following this trend is none other than Britney Spears who has re-launched her website as well as an official page on twitter. Read full story at Marketing Chit-Chat

Hello: Movie Review

Last weekend was a working weekend and hence quite tiresome. Sunday evening we thought of unwinding by watching any movie and since not much choice was available, we decided to go for “HELLO”. I had read the novel “One Night At Call Center” by Chetan Bhagat and so there was definitely this curiosity to watch the cinematic avtaar of the book despite all the bad reviews and critical comments about the movie all across the media.

Well to start with, I think critics have been too critical of this movie unnecessarily; it’s not that bad and I found it to be an average watchable, at least better than some of the real disasters which I watched recently like “Bachna Ae Haseeno” or “Ugly Aur Pagli”. Let me tell you one very important thing about this movie – in case you are like me who just can’t stand the sight of Salman Khan even for few minutes and have avoided this movie as all promos of the movie were full of “Bang Bang” song and other garish dance movements of Mr. Khan then I have a happy news for you…this movie is hardly having Salman anywhere. Salman and Katrina play the role of preface part of the book i.e., Salman the part of Chetan Bhagat and Katrina the part of that mysterious girl whom Chetan meets in a train, only difference being that instead of train the whole plot is shifted to a helipad waiting area. The story is of 6 call center employees – their professional struggles in life, their personal relationships, their frustration and that one call from God which changes their life forever. Yes, a call from God! Won’t write the story in detail in the interest of those who want to watch this movie but overall it’s an exact adaption of the book. In fact while I was reading that book, then only I had found the story to be bit bollywoodish. Overall the movie was not that terrible but yes, the movie definitely went weak in two important areas – 1. Star Cast, 2. Climax. Not that one needs big names to make a movie hit but the very fact that all actors had given a very mediocre performance including Gul makes the overall impact quite weak. Infact I like Gul a lot and after watching movies like Dor and Manorama six feet under, one definitely expects a lot more from an actor of Gul’s caliber. And as far as climax is concerned, I think the movie really went wrong in that. I was definitely prepared for an unrealistic presence of God as I had read the book but somehow the way it was shown was not that impressive. I think they showed it too fast without much emotion or depth! It fails to cast that impact of some life-changing moment. Music of the film was not of my taste though I think the songs are doing good in the market. On the whole I would say it’s a one-time watchable movie if you are not looking for some very quality stuff or some movie with depth.

Though I must say one thing, I don’t agree with all the media bashing of Chetan Bhagat, infact I really appreciated the effort of Chetan Bhagat after watching this movie. I think he has done his job well atleast as far as the dialogue part is concerned. Also considering this was his first effort in Bollywood, I think he did an ok job. At least the man is having the guts to try out different things and the effort is not as awful as it is being criticized in media esp. when this year we have enough examples of duds coming out from some of the biggest names of the industry. From my side it’s a thumbs up for Chetan Bhagat’s effort and an average rating of 2.5 in 5 for the movie with a hope that Chetan will come out with a better book (I had loved Five Point Someone, hope he writes something as interesting as that again) and maybe a better movie next time.

Britney 2.0!

Celebrities using web 2.0 platforms is no new phenomenon now…we have seen lots of examples of Bollywood as well as Hollywood ones. From having their own websites, to blogging, to official presence on networking sites like Facebook and Orkut, celebs are doing it all to reach their audience and establish a direct connect with them. And as if these were not enough, now they are having their fan following on twitter as well. Yeah, celebs are actually on twitter now! And following this trend is none other than Britney Spears who has re-launched her website as well as an official page on twitter. Her official website www.britneyspears.com is having a video which says something like this:

“Hello everybody, welcome to the new Britneyspears.com. I want to thank all of you for all your support, it really means a lot to me. I’m going to take you where no paparazzi lens ever could”.

 

Well, looks like the lady who has always been in news of late for wrong reasons and who is trying to make a comeback with her album “Womanizer” has taken up her image building exercise quite seriously now. One can see Britney all over internet, she is trying to make her presence felt across different platforms – be it Britney TV Channel on Youtube or her revamped official website or her blog or her updates on Twitter. Have a look on these vibrant scrnshots 🙂

 

 

As I write this, her Twitter page http://twitter.com/therealbritney is already having 2901 followers (and still counting) and 22 updates! Great going lady! Hope social media helps her in revamping her image and she gets covered for the right reasons now. Just one thought – In this age of direct interaction and open communication, isn’t it bit weird that her blogs as well as updates are written by someone from her team and not herself? I didn’t find any post or interaction from her apart from that welcome video. Well, not every celebrity writes blogs himself / herself but at least they project to do so and direct contact via posts, comments or replies definitely gives a feeling of personalized interaction to the fans. Well, I think it would have been better if Britney would have written at least some posts herself (if not all), if not then maybe the language used could have been first person instead of third person. But overall, Britney’s presence on social media is receiving an overwhelming response from her fans and the figures of hits and views of her latest video are already making news in media.

 

Update: When I took the screenshot of Britney’s twitter page, her followers count was 2835, it took me approx 20 minutes to write and post this, that time the follower count was 2901. Now when I’m trying to edit this post a bit, her follower count is 3237! 402 followers in less than 45 minutes! Whoa…that’s some count I must say 🙂