Posted by Kanupriya on November 18, 2011
Just watched another program bashing up Ra.One marketing campaign and how the film has been a dud till now despite a very well planned campaign. Well, first of all I have not watched the movie till now, so I wont be the right person to comment on the actual content of the movie. I’m aware of the basic theme, the marketing campaigns, supposedly the superior effects, technological edge, the characters and songs of the movie. But beyond that no comments on whether it’s good or bad.
Possibly one of the longest marketing campaigns in the history of Indian movie marketing spanning over a period of approx 10 months & with a lavish budget of Rs. 40 crores, Ra.One had indeed one of the most discussed maniac marketing campaigns ever. From global tours, to graphic novels, to digital marketing, to brand alliances, to presence on reality shows, to innovative merchandises, to physical toys, to digital games for ipods / ipads, to youtube channel, to google plus pages… phew and yes, before I forget, to even have Akon for Chammak Challo and Lady Gaga for the premier… I mean you name it and the movie had got it. Yes, I agree the marketing campaign for Ra.One was nothing less than an attack on your senses! Words like overdrive or aggressive promotion would be understatement for a campaign of that magnitude.
But I still do not understand why link up a promotion campaign with the average or failed performance of the movie. Since when a good marketing has actually made a bad product successful in the market? Can’t recall even one case study where a crap product has been a hit because of strong marketing. Despite, all the criticism on the marketing strategies and the need for it, I for one at least think that a movie like Ra.One needed the promotion push in the market. Here’s why:
Content: The movie tries to venture into a different zone, the sci-fi genre that is still primarily untouched by many in Indian film industry. A third of the film’s budget has gone into special effects and Ra.One boasts of some 3,500 VFX shots in the entire movie. Considering the digital bang and effort which has gone into creating this kind of content, it does make sense to me to back it up with relevant marketing and engagement tools like digital games, innovative merchandises and graphic novels etc. Two of my movie buff friends actually commented – “when it comes to special effects, the movie has been made marvelously well. Whatever said and done, the movie has set up a benchmark and standard for others to match up to in Indian Film Industry.”
Character: It’s not a general Bollywood flick with a pre-decided story line. This movie is all about an Indian super hero and that too a new brand. More than the movie, a character G.One had to be introduced, defined and established in the minds of the TG. A brand different from legendaries like Spiderman or Superman of this world. Now whenever there has been a need of such introduction, promotion has to be done. Take the case of any famous Hollywood flick and you’ll see a trend.
Target Audience: Apart from regular SRK fan base, the movie was also targeted towards kids and anything around kids these days has to be marketed with that special imagery or the zing factor to grab their attention. In fact if we speak of the TG, it was sort of a shift from that typical SRK imagery where instead of wooing the women audience or presenting a family melodrama, it was the first time when he has tried to entertain kids primarily. And trust me I have met three kids in last one week who actually liked the movie, loved the character of G.One and merchandises of Ra.One.
Considering the attempt at a different kind of content, need to establish a brand in form of a character and an attempt to target a completely different set of audience, I think this movie needed the marketing buzz for sure. Now, whether a budget as huge as this was needed or promotion as aggressive as this was required is something really debatable. In my views, its yet another classical case of “how much is too much” and “create the hype only if you have the potential to sustain it” with which the campaign needs to be reviewed or evaluated and not with a direct correlation or one-to-one relationship solely between marketing efforts and product performance.
P.S: Despite all the criticism, I think I do want to catch up on this movie sometime for sure and if at all my views change after watching this movie, I will update the post again.
Posted in Marketing in India, Movie Marketing | Tagged: Bollywood Marketing, Marketing in India, Movie Marke, Ra.One Marketing | 4 Comments »
Posted by Kanupriya on December 31, 2010
Well, a lot has happened in 2010 for Indian Marketing and Media industry. While I will come back with detailed posts on some of the brand case studies which created impact this year, but as of now here goes a quick take on my “likes” & “dislikes” for marketing incidents that occurred in 2010
- A rebranding which I liked : Indian Rupee Symbol
- A rebranding which I disliked: Airtel
- A marketing trend which I liked: Social Media becoming mainstream, few predicted this but not many were sure or convinced about it till last year.
- A brand which completely wowed me: Flipkart
- A brand which always delivered what it committed to me: Indigo
- A new product /service which I started using in 2010: Online luxury shopping portals and totally addicted to FashionAndYou.com
- A old category coming out with newer marketing techniques: Books, wow what innovative marketing stories in Indian Literature Industry.
- An ad which really created a buzz: Volkswagen Vento talking newspaper ads
- An ad which I hated : IBIBO, JK Cement Swimming Pool ad
- Ad which I liked for its social messaging: ”’Tata Tea Choti & Badi Patti’ and ‘Tum Chalo Toh Hindustand Chale by TOI‘
I may update this list later if some more related points come to my mind, till then do drop in comments about the stories which you liked or brands which you hated in 2010.
With this last post for 2010, here’s wishing all my readers a very happy and prosperous new year! May you have a rocking & great 2011!
Posted in Quick Bytes | Tagged: Happy New Year, Indian Ads, Indian Brands, Marketing in India | 2 Comments »
Posted by Kanupriya on July 30, 2010
Have not updated my new posts on Pluggd.in here, so providing the links to some of recent posts at PI:
WoMM – The Evergreen Strategy for Free Marketing: “Word of mouth” marketing is an age old concept now and from bigger organizations to start ups, almost everybody wants to take this free marketing path. While some think that WOM is something which will happen on its own, some go ahead & incentivize their customers to spread the word and then there are some who take extreme steps of contracting paid outsourced help to create positive word of mouth for their brands. Despite this being “known-by-all” concept, how many startups are there who genuinely have been focusing on this free marketing route and targeting the consumers who can be influencers for fresh leads? Read More…
India to overtake China in mobile market by 2013 [Report]: As per a latest report by London based Informa Telecoms, India’s mobile subscriber base is set to rise to 1.159 billion by the end of 2013, thus making it the world’s largest mobile market. While India is poised to have phenomenal growth, the market in China is actually set to slow down. By the end of 2013, the number of active mobile subscriptions in China will be 1.106 billion. Read More…
Voice Blogging Service by Airtel – Voice is a Commodity: Bharti Airtel has officially unveiled its voice-blogging service now enabling Airtel subscribers to share recorded voice updates with their friends and family members. Read More…
Oyegirl.com – Online shopping portal exclusively for women: Joining the ecommerce trail now is Oyegirl – an online shopping portal for women. Though Oyegirl.com is yet another online shopping portal but this one is different in a way that it’s targeting only women and as their introduction reads – it is India’s first ecommerce portal exclusively for women. Read More…
Indiatimes launches HiBuddy, Voice Blogging Service: We had earlier written about voice based blogging service by Airtel. Now Indiatimes has introduced a similar voice-based social networking and blogging platform, called ‘HiBuddy’ for Reliance mobile phone users. Read More…
Facebook reaches 12 million user base in India: While Facebook crossed 500 million user base mark worldwide, it has also shown very positive growth in India and has touched 12 million mark as on yesterday. Users in India are uploading more than 53 million photos in a month and even mobile usage has increased nine-fold in the past year. Read More…
Consumer Confidence Index – Indians are Super Confident: While it was 127 in last quarter, it’s 129 for this quarter; Indian consumers remain most upbeat in the word despite food prices crisis at home and improving outlooks elsewhere. With a two point increase, at 129 points Consumer Confidence Index is the highest in India in the latest Nielsen Global Consumer Confidence Survey followed by Indonesia and Vietnam both 119 index points. While India is ahead for last two quarters, but up till Jan’2010 it was actually Indonesia which was topping the list. Read More…
Posted in Internet Marketing, Marketing & Media, Web 2.0 | Tagged: consumer confidence index, digital marketing, Internet Marketing, Marketing in India, word of mouth marketing india | Leave a Comment »