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IMC CAMPAIGNPRESENTED BY- ADITYA M. KARWAGAURAV VERMA
THE GAME ISON……CATEGORY- BOLLYWOOD SCI- FI FILM
MOVIE BY -RED CHILLIES ENTERTAINTMENTRELEASED ON 26 OCTOBER 2011ACTOR- KING KHAN, ARMAN VERMA, TOM WU,ACTRESS- KAREENA KAP...
BUDGET-COMPLETE BUDGET- RS.150 CrMOVIE MAKING BUDGET- RS.90- 100 CrMARKETING BUDGET – RS. 52 CrDIGITAL MEDIA MAREKETINGBUD...
MARKETTING BUDGET WAS PLANNEDVERY NICELYMAJOR SPENT WAS DONE BY THE BRANDSASSOCIATED WITH RA-ONEEVERY BRND ASSOCIATED WITH...
MARKETING CAMPAIGN STARTED NEARLY10 MONTHS BEFORE THE RELEASEFIRST TEASER CAME OUT ININDIA VS AUSTRALIA QUATER FINALMATCH ...
USPMOVIE WAS MADE ACCORDING TO GLOBALSTANDARDSSPECIAL EFFECTS WERE DESIGNED WITHGLOBAL STANDARDSRED CHILLIES VFX TIED UP W...
SUPERHERO SUITS WORN BY SRK ANDARJUN WERE DESIGNED BY ROBERTKURTZMANELECTRICAL EFFECT WERE ADDED INSUITS COSTED 1 Cr/EachB...
MUSICMUSIC WAS COMPOSED BYVISHAL AND SHEKHARBACKGROUND SCORE WAS GIVEN BYA.R RAHMANAKON – ‘CHHAMMAK CHALLO AN DCRIMINAL’ -...
COLLECTION CONSISTS OF 15 TRACKSIN TAMIL AND TELGU 6 SOUND TRACKSWERE RELEASEDINTERNATIONAL VERSIONS OF CHAMMAKCHHALLO WAS...
PRODUCTION AND POST PRODUCTIONRA- ONE CREW WAS MIXED BAG OFDOMESTIC AND OVERSEAS PERSONNELLOCATIONS WERE DOMESTIC ANDOVERS...
POST PRODUCTION-MAJOR IDEA CAME WAS TO GET 3DVERSIONTO ARRANGE WHOLE A.V . EFFECTS 1200ARTIST WORKED ON ITFOR 2 AND HALF Y...
FIRST INDIAN MOVIE TO HAVE OFFICIALWEBSITE RANK 3558 IN INDIAYOUTUBE CHANNEL- 1,79,42965+
GOOGLE WAS ASSOCIATED WITH RA-ONESPECIAL THEMES WERE DESIGNED ,HOMEPAGES , THEMESFACEBOOK- FANS 187,288+FIRST MOVIE TO BE ...
MY SPACE -ORKUT-THESE WERE ONLY THE OFFICIALCHANNELS OF RA-ONEOTHER PAGES OF ASSOCIATES, FANS WEREALSO POSTING ABOUT RA-ONE
SRK’S TWEETS WERE RELATED TO RA-ONEEVERYTHING RELATED TO MOVIE WAS ONSOCIAL MEDIAAKON TRIP TO INDIA FOR RECORDINGCHAMMAK C...
T.VSTAR INDIA NETWORK WAS OFFCIALPARTNER FOR RA-ONESRK PROMOTED RA-ONE ON EVERYREALITY SHOW AT THAT TIMEADVANTAGE EVERY SH...
WAS GETTING MAXIMUM TRPKBC-3,INDIAS GOT TALENT,DANCE INDIA DANCESARE GAMA PAMANY MORE…..FIRST TIME IN BOLLYWOOD MUSICLAUNC...
P.R WAS HANDELLED AMAZAINGLYPRINT MEDIA-1700 BILLBOARDS WERE GIVEN INREGIONAL AS WELL AS NATIONAL PAPERSSPECIAL SUPPLEMENT...
PROMOTIONAL VISITSSRK VISITED 36 CITIES FOR PROMOTION OFRA- ONEDURING THIS VISITS FIRST TIME 36000FEET LONG FAN MAIL WAS C...
BRAND ASSOCIATIONALMOST 22 BRANDS HAD TIE – UP WITHRA-ONE BEFORE RELEASENUMBER INCREASED LATERIT WAS WIN – WIN POLICY FOR ...
RA-ONE NOT TAKEN MONEY FROMSPONSORS FOR ASSOCIATINGTHEY ASKED BRAND TO MARKET THEMOVIE WIT H THEIR PRODUCTSBRANDS ON AVERA...
MANY THINGS WERE DONE BY BRANDS TOPROMOTE THE PRODUCT WITH RA-ONELIKE…GAMING CONTESTSLUCKY DRAWRA-ONE TOYSMERCHENDISESPECI...
BRAND ASSOCIATIONOFFERS GIVEN BY THEM TO PROMOTEBOTH
AT THE TOP IN i PHONE FREE GAMES
BRAND ASSOCIATIONWITH F1 TEAM TOGET GLOBALEXPOSURE SYMBOLOF SPEED ANDTOUGHNESS
SONY PLAY STATION-2
ONE HOURSHOW WITHDISCOVERY ONMAKING OFRA-ONENOKIA CAMEUP WITH APPSAND GAMES,THEMES
CONTEST BY STAR INDIA NETWORK
BUY A PRODUCT AND WIN THEPRIZE- DISCOUNTS AND MANYMORE
MANY ,MANY AND MANY MORE..• Green Ply• Videocon• Tommy Hilfiger• Ducati• Volkswagen• HCL
PRE-RELEASE RESULTSTHE EXTENSIVE MARKETING CAMPAIGNWAS WORTHTOPPED A NUMBER OF POLLS GAUGINGTHE MOST AWAITED BOLLYWOOD FIL...
PRE – RELEASE EARNINGSDISTRIBUTION RIGHTS BOUGHT BY EROSINTERNATIONAL FOR 77CrTELEVISION RIGHTS WERE BOUGHT BYSTAR INDIA F...
TOTAL- 132 Cr.HIGHEST PRERELEASE EARNING BY ANYBOLLYWOOD MOVIE2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr.PRE- RELEASE ADVANCE BOOK...
SCREENING AND PREMIEREINTERNATIONAL PRIMIERES WERE DONEAT DUBAI, TORRONTO , LONDONTHE FILM WAS RELEASED AT 4000+SCREENS WO...
VISITS TOCITIESBRANDSASSOCIATESOUTLETPLAYSTATIONSONY/NVDIAT.V. ADS/SHOWSRADIO ADCONTESTSWebSiteOVERALL IMC CAMPAIGNVARIOUS...
POST RELEASE COLLECTION DETAILSAND SUCCESS OF IMC CAMPAIGN
EROS INTERNATIONALS RA.ONEBREAKS ALL BOX OFFICE RECORDSFOR ANY HINDI FILM TILL DATEWITH THE BIGGEST EVER GROSSOPENING WEEK...
HIGHEST SINGLE DAY BOXOFFICE COLLECTIONRS.23.10 Cr.HIGHEST OPENING DAYDIWALI COLLECTIONRECORD14Cr.
HIGHEST WEEKEND COLLECTIONS.HIGHEST FIRST WEEKENDOVERSEAS COLLECTION IN THEHISTORY OF INDIAN CINEMA.ENTERED TOP 10 MOVIES ...
HIGHEST GROSS EARNERAFTER 3 IDIOTSAND YET TO RELEASE INMANY COUNTRIES …THIS IS THE ONLY BOX OFFICECOLLECTION BUT RA-ONEERN...
LEARNINGSTHIS STRATEGY WAS A DERISKINGSTRATEGY AS PRODUCERS MADE PROFITBEFOERE MOVIE RELEASEWIN- WIN POLICY FOR EVEYONE WI...
THANK YOU…..ALL
Rao  one movie marketing campaign
Rao  one movie marketing campaign
Rao  one movie marketing campaign
Rao  one movie marketing campaign
Rao  one movie marketing campaign
Rao  one movie marketing campaign
Rao  one movie marketing campaign
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Transcript of "Rao one movie marketing campaign"

  1. 1. IMC CAMPAIGNPRESENTED BY- ADITYA M. KARWAGAURAV VERMA
  2. 2. THE GAME ISON……CATEGORY- BOLLYWOOD SCI- FI FILM
  3. 3. MOVIE BY -RED CHILLIES ENTERTAINTMENTRELEASED ON 26 OCTOBER 2011ACTOR- KING KHAN, ARMAN VERMA, TOM WU,ACTRESS- KAREENA KAPOOR, SHAHANA GOSWAMIVILLIAN- ARJUN RAMPALMUSIC- VISHAL AND SHEKHAR, AKON
  4. 4. BUDGET-COMPLETE BUDGET- RS.150 CrMOVIE MAKING BUDGET- RS.90- 100 CrMARKETING BUDGET – RS. 52 CrDIGITAL MEDIA MAREKETINGBUDGET – RS.15 Cr
  5. 5. MARKETTING BUDGET WAS PLANNEDVERY NICELYMAJOR SPENT WAS DONE BY THE BRANDSASSOCIATED WITH RA-ONEEVERY BRND ASSOCIATED WITH THEMOVIE SPENT AVERAGE 2Cr.MORE THAN 20 BRANDS WERE ASSOCIATEDWITH IT
  6. 6. MARKETING CAMPAIGN STARTED NEARLY10 MONTHS BEFORE THE RELEASEFIRST TEASER CAME OUT ININDIA VS AUSTRALIA QUATER FINALMATCH IN WC 2011FROM JUNE MOVIE WAS MARKETEDAGGRESSIVELYOBJECTIVE WAS TO CREATE PRERELEASEBUZZZ….
  7. 7. USPMOVIE WAS MADE ACCORDING TO GLOBALSTANDARDSSPECIAL EFFECTS WERE DESIGNED WITHGLOBAL STANDARDSRED CHILLIES VFX TIED UP WITH MANYGLOBAL FIRMS
  8. 8. SUPERHERO SUITS WORN BY SRK ANDARJUN WERE DESIGNED BY ROBERTKURTZMANELECTRICAL EFFECT WERE ADDED INSUITS COSTED 1 Cr/EachBEFORE FINALIZING; 21 SUITS DESIGNSWERE TRIED
  9. 9. MUSICMUSIC WAS COMPOSED BYVISHAL AND SHEKHARBACKGROUND SCORE WAS GIVEN BYA.R RAHMANAKON – ‘CHHAMMAK CHALLO AN DCRIMINAL’ -FIRST TIME IN HINDI
  10. 10. COLLECTION CONSISTS OF 15 TRACKSIN TAMIL AND TELGU 6 SOUND TRACKSWERE RELEASEDINTERNATIONAL VERSIONS OF CHAMMAKCHHALLO WAS RELEASED TOO
  11. 11. PRODUCTION AND POST PRODUCTIONRA- ONE CREW WAS MIXED BAG OFDOMESTIC AND OVERSEAS PERSONNELLOCATIONS WERE DOMESTIC ANDOVERSEASCREW WAS HAVING 5000 PPL AT A TIMEHIGHEST IN HINDI CINEMA
  12. 12. POST PRODUCTION-MAJOR IDEA CAME WAS TO GET 3DVERSIONTO ARRANGE WHOLE A.V . EFFECTS 1200ARTIST WORKED ON ITFOR 2 AND HALF YEARMAJOR FOCUS OF SRK WAS TO DEVELOPTHESE TECHNOLOGIES IN INDIA
  13. 13. FIRST INDIAN MOVIE TO HAVE OFFICIALWEBSITE RANK 3558 IN INDIAYOUTUBE CHANNEL- 1,79,42965+
  14. 14. GOOGLE WAS ASSOCIATED WITH RA-ONESPECIAL THEMES WERE DESIGNED ,HOMEPAGES , THEMESFACEBOOK- FANS 187,288+FIRST MOVIE TO BE MARKETED ONGOOGLE+ ,SRK DID LIVE CHAT WITH FANSTWITTER-30000+ FOLLOWERS
  15. 15. MY SPACE -ORKUT-THESE WERE ONLY THE OFFICIALCHANNELS OF RA-ONEOTHER PAGES OF ASSOCIATES, FANS WEREALSO POSTING ABOUT RA-ONE
  16. 16. SRK’S TWEETS WERE RELATED TO RA-ONEEVERYTHING RELATED TO MOVIE WAS ONSOCIAL MEDIAAKON TRIP TO INDIA FOR RECORDINGCHAMMAK CHALLO WAS A BUZZ..NO STONE WAS LEFT UNTURNED …
  17. 17. T.VSTAR INDIA NETWORK WAS OFFCIALPARTNER FOR RA-ONESRK PROMOTED RA-ONE ON EVERYREALITY SHOW AT THAT TIMEADVANTAGE EVERY SHOW WAS NEARINGTO THEIR GRAND FINALE
  18. 18. WAS GETTING MAXIMUM TRPKBC-3,INDIAS GOT TALENT,DANCE INDIA DANCESARE GAMA PAMANY MORE…..FIRST TIME IN BOLLYWOOD MUSICLAUNCH PARTY OF 4 HRS WAS ON T.VTELECAST RIGHTS WERE GIVEN FOR-10Cr
  19. 19. P.R WAS HANDELLED AMAZAINGLYPRINT MEDIA-1700 BILLBOARDS WERE GIVEN INREGIONAL AS WELL AS NATIONAL PAPERSSPECIAL SUPPLEMENTS WERE PUBLISHEDDURING HOLIDAYS FOR KIDSCOMICS WERE PUBLISHED POST RELEASE
  20. 20. PROMOTIONAL VISITSSRK VISITED 36 CITIES FOR PROMOTION OFRA- ONEDURING THIS VISITS FIRST TIME 36000FEET LONG FAN MAIL WAS CIRCULATEDAMONG FANSVISITS WERE WELL PLANNED ANDPUBLICIZED
  21. 21. BRAND ASSOCIATIONALMOST 22 BRANDS HAD TIE – UP WITHRA-ONE BEFORE RELEASENUMBER INCREASED LATERIT WAS WIN – WIN POLICY FOR BOTH
  22. 22. RA-ONE NOT TAKEN MONEY FROMSPONSORS FOR ASSOCIATINGTHEY ASKED BRAND TO MARKET THEMOVIE WIT H THEIR PRODUCTSBRANDS ON AVERAGE SPENT 2 Cr FORPROMOTIONIT USED TO VARY BRAND TO BRAND
  23. 23. MANY THINGS WERE DONE BY BRANDS TOPROMOTE THE PRODUCT WITH RA-ONELIKE…GAMING CONTESTSLUCKY DRAWRA-ONE TOYSMERCHENDISESPECIAL GIFTSOPPORTUNITY TO MEET SRKRA-ONE GAME, MOB APPSAS MOVIE WAS TARGETTED FOR FAMILYAND SPECIALLY FOR KIDS
  24. 24. BRAND ASSOCIATIONOFFERS GIVEN BY THEM TO PROMOTEBOTH
  25. 25. AT THE TOP IN i PHONE FREE GAMES
  26. 26. BRAND ASSOCIATIONWITH F1 TEAM TOGET GLOBALEXPOSURE SYMBOLOF SPEED ANDTOUGHNESS
  27. 27. SONY PLAY STATION-2
  28. 28. ONE HOURSHOW WITHDISCOVERY ONMAKING OFRA-ONENOKIA CAMEUP WITH APPSAND GAMES,THEMES
  29. 29. CONTEST BY STAR INDIA NETWORK
  30. 30. BUY A PRODUCT AND WIN THEPRIZE- DISCOUNTS AND MANYMORE
  31. 31. MANY ,MANY AND MANY MORE..• Green Ply• Videocon• Tommy Hilfiger• Ducati• Volkswagen• HCL
  32. 32. PRE-RELEASE RESULTSTHE EXTENSIVE MARKETING CAMPAIGNWAS WORTHTOPPED A NUMBER OF POLLS GAUGINGTHE MOST AWAITED BOLLYWOOD FILMSOF THE YEAR
  33. 33. PRE – RELEASE EARNINGSDISTRIBUTION RIGHTS BOUGHT BY EROSINTERNATIONAL FOR 77CrTELEVISION RIGHTS WERE BOUGHT BYSTAR INDIA FOR 35Cr.MUSIC RIGHTS WERE BOUGHT BY T-SERIESFOR 15Cr.GAME FOR 5Cr.
  34. 34. TOTAL- 132 Cr.HIGHEST PRERELEASE EARNING BY ANYBOLLYWOOD MOVIE2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr.PRE- RELEASE ADVANCE BOOKING WASDELIBERATELY STARTED LATECONSIDERING DIWALI TIME ADVANCEBOOKING WAS 60% THAT WAS GRT -TOI
  35. 35. SCREENING AND PREMIEREINTERNATIONAL PRIMIERES WERE DONEAT DUBAI, TORRONTO , LONDONTHE FILM WAS RELEASED AT 4000+SCREENS WORLDWIDE3100 SCREENS IN INDIAIT WAS RELEASED IN RUSSIA 2NDBOLLYWOOD FILM AFTER MERA NAMJOKER
  36. 36. VISITS TOCITIESBRANDSASSOCIATESOUTLETPLAYSTATIONSONY/NVDIAT.V. ADS/SHOWSRADIO ADCONTESTSWebSiteOVERALL IMC CAMPAIGNVARIOUS CONTESTS ENTRIES WERE DIFFERENTGOODIES TO CHILDERN PREMIERETICKETSAT MUMBAI GRANDGAMING CONTESTORGANIZED BY NVDI ANDREDCHILLES LIVE TELECASTON YOUTUBEWinPREMIEREWITH SRKWINNINGPRIZE PS 3Public Relations at all stagesGOODIESANDTICKETSLoseWHOLE OBJECTIVE WASIMC TO CREATE A BUZZAND MAKE PEOPLE WATCHMOVIE IN HOLIDAYDSPROMOTING IT AS AFAMILY MOVIE
  37. 37. POST RELEASE COLLECTION DETAILSAND SUCCESS OF IMC CAMPAIGN
  38. 38. EROS INTERNATIONALS RA.ONEBREAKS ALL BOX OFFICE RECORDSFOR ANY HINDI FILM TILL DATEWITH THE BIGGEST EVER GROSSOPENING WEEKEND COLLECTIONSOFRS. 170 CRORE WORLDWIDE
  39. 39. HIGHEST SINGLE DAY BOXOFFICE COLLECTIONRS.23.10 Cr.HIGHEST OPENING DAYDIWALI COLLECTIONRECORD14Cr.
  40. 40. HIGHEST WEEKEND COLLECTIONS.HIGHEST FIRST WEEKENDOVERSEAS COLLECTION IN THEHISTORY OF INDIAN CINEMA.ENTERED TOP 10 MOVIES OFTHE WEEK IN USA ATRANK 8
  41. 41. HIGHEST GROSS EARNERAFTER 3 IDIOTSAND YET TO RELEASE INMANY COUNTRIES …THIS IS THE ONLY BOX OFFICECOLLECTION BUT RA-ONEERNED WITH MERCHENDISEHOW MUCH???
  42. 42. LEARNINGSTHIS STRATEGY WAS A DERISKINGSTRATEGY AS PRODUCERS MADE PROFITBEFOERE MOVIE RELEASEWIN- WIN POLICY FOR EVEYONE WILLWORK BUT N EED FOR OPTIMIZATION
  43. 43. THANK YOU…..ALL
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