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 zapak.com. 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.