I had written post about bollywood marketing earlier as well, I must say things are getting innovative day by day. The most talked about two recent releases are “Love Story 2050” & “Jaane Tu Ya Jaane Na”. Both are releasing on 4th July’08 and both these films are marketing their stuff quite aggressively. Though both are quite hyped up movies but guess Jaane Tu…has managed to grab more pre-release attention because of its super aggressive PR plans and 360 degree marketing approach. After observing different promotional strategies of these two movies, I think the two key catchy promotional strategies which I noticed are:
- Marketing Tie-ups: Both these movies have managed to get big brands roped in for their movies. “Love Story 2050” has got Lux, Xbox 360, Tata Indicom and Sun Microsystems interested for branding and marketing tie-ups whereas “Jaane Tu…” has secured marketing alliances with Zee and Sony, and is expected to sign Coke and Toyota, brands endorsed by Aamir Khan. Not that tie-ups like these are something new but the fact that now-a-days such tie-ups are covering the overall production cost of even huge budgeted films like “Love Story 2050” is something really fascinating. “We have covered 20% of our production costs through brand and marketing tie-ups. But if we combine the money that we have earned through merchandising and distribution deals, it would cover 100% of the costs. Anything that we will earn from now on would be profits for us,” says Rowena Baweja of Harry Baweja Productions. Love Story 2050’s production cost is an estimated Rs 50 crore (Source: ET online, dated 23rd June’08). 50 crores getting covered through tie-ups and merchandising, wow, really interesting!
- Increasing online promotions: Next important thing which caught my immediate attention today was promotion of these films in online world…most of the popular sites are splashed with “Jaane Tu…” promo today, not sure if they had started their online promo earlier but it struck to my eyes today only and more so because of this very catchy ad on msn India homepage today.
(Brief description for the benefit of those who have missed out this ad: As soon as you go to msn India home page, suddenly you see Imran Khan walking all over the screen very coolly and then he suddenly knocks the screen and goes back to that Jane Tu Box). I have seen some other ads earlier as well like this but somehow the presentation and background score of this ad was too good! Apart from this they have other interesting banners on facebook, AOL bollywood etc and a very trendy website as well. It’s cool, vibrant and think can establish a good connect with their youth TG. Hmmm, movies are seriously investing in websites these days!
Well, the fate of these movies as well as the return on investment will be decided tomorrow but one thing is sure – movie marketing is definitely becoming an interesting field in itself.
Aside: I watched Jaane Tu last weekend…loved it. Same old story, same old climax, same end but still it was so fresh! I would recommend it to everybody who just want to go for some light and fun flick. And take my words, it will surely remind of your good old student life days and suddenly after coming out you will feel like either talking to your friends or talking about your friends 🙂