Movie Marketing : Promotion “By Chance”

As I always say movie marketers are getting innovative day by day in India. Now here are some interesting marketing initiatives which have created quite some buzz esp. in Mumbai for the movie “Luck By Chance”. The production house has directly handled the marketing campaign of this movie and they have launched online as well as offline properties to create an overall impact.

·         Apart from regular reality show presence, production house has created an offline reality property known as “Auto By Chance”. They have branded auto rickshaws in Mumbai with “Luck By Chance” theme and anybody who spots any of these autos gets a free ride anywhere in Mumbai free of cost! Wow, so time for Mumbaikars to get lucky J. They have also branded some bus shelters as well as local trains in Mumbai with the movie theme. One lucky winner of “Auto by Chance” promotion will be interviewed live on Big FM. (Image Source: TOI)


·         The movie has also created good visibility in online space through different contests and promotions on many portals but what is again different is this online game property known as “Luck by Chance – Lucky Break” on You can choose your identity as any of the actors of the movie and play this luck game. Nice game it is from a promotion point of view and lucky winners get to win some prizes as well.

As per me, they have taken a good integrated marketing approach. Let’s see how lucky this movie gets at BO. Personally speaking I’ve been waiting for this movie for long esp. after watching Rock On and I would have anyways gone to see the movie in theater even if there was no promotion for this movie at all. Yeah, I think that’s the aftereffect of “Rock On” on me J. But from initial reactions it looks like Farhan Akhtar has gone second time lucky in his acting stint as movie has received positive response across theaters.

IPL is back with yet another marketing gimmick

Last year we did see the birth and rise of one of the greatest marketing phenomenon in sports marketing in India, yes of course I am referring to IPL’2008. More than cricket, it was this whole business and marketing angle to it which made it so popular. Cricket combined with entertainment and that too Bollywood, what more do you need to create pull in Indian market? After all cricket and Bollywood are like two religions in India. As expected this combination of cricket and entertainment did create a huge roar in the market esp. from business and brand point of view.  And when this year IPL is back in news, it is again so with yet another marketing gimmick viz., reality show for Cheerleaders!

Watched it on television first and then read it in news that Shahrukh Khan, owner of Kolkata team Knight Riders is conducting a talent hunt show this time to find cheerleaders for his team. This reality show will be aired on NDTV Imagine and will be produced by his home production “Red Chillies Entertainment”. The program called as “Knights & Angels” will be first ever such contest in India and is open for only young girls who aspire to be cheerleaders in the second season of IPL. Well, I am confused. Do girls really aspire to be cheerleaders in life??? But on second thought when girls can compete to be the item number queen on television now, then why not a cheerleader? Personally speaking I’m all for IPL and its overall marketing angle to it, it definitely gives a different edge to sports in India, but a reality show for cheerleaders is something which didn’t go well with me. Anyways reality show is done to death now, so I don’t know if there will be any added charm for this program and most importantly how does it matter if these cheerleaders come through reality contest or through some other medium? Will it really make any difference to the team? From promotion perspective it can create some hype but let’s see if it really benefits the overall Knight Rider brand in IPL season two.

Myspace’s new marketing / engagement strategy: Black Curtain

Now this is one such marketing cum engagement initiative which I’m sure can’t be missed. Myspace has launched this initiative known as “Black Curtain India” where its Indian users get to watch new releases for free and that too before the public release of the film! The initiative starts with an exclusive screening of four golden globes winner and one of the most awaited movies of recent times – “Slumdog Millionaire” on January 23 at Fame Theatre in Mumbai. Movie screening FREE & that too of SLUMDOG MILLIONAIRE? Yet another interesting example of marketing with entertainment content. I am sure this will grab lots of eyeballs for myspace.


All you need to do is following (as mentioned in their website, click here to visit the page):

  • Add Black Curtain India profile to your friends
  • Include Black Curtains India screening profile in your top friends
  • Print out your profile with Black Curtains India in your top friend
  • Show up at the theater with the print out

After Slumdog, Black Curtain has plans to do more free screenings like Ice Age 3, Valkyrie etc. Now this seriously sounds very tempting to me as a consumer! Even though I am not regular on Myspace but still this made me stick to their website and surf some more content on their pages today. Myspace India had already started focusing on Indian entertainment content by associating with programs like Nach Baliye but getting associated with movies and arranging free premieres like these will give them an edge now. At least they will get to see some more traffic and bit more engaged visitors. But hope they do it on a continual basis and not as one of those engagement strategies, else like many other promotional campaigns of other social networking sites, this will also act as an initiative which will lead to one time positive spike in their pageviews graph.