Marketing Plan for SUIDHAAGA movie

1. SUI - DHAAGA
MADE IN INDIA
GROUP - 18
RELEASE DATE - 28TH
SEPTEMBER

2. TABLE OF CONTENTS
About the Movie
Agenda
Positioning
Marketing Plan
Rural Core elements
Urban Core elements
Secondary elements
Media vehicles Used
Detailed Campaign plan

3. ABOUT THE MOVIE
According to sources, the film is based on the Make in India
campaign launched by the Indian government in 2014, which was
aimed at promoting the country's indigenous textile industry.
Maneesh Sharma - The producer - called it "a heartwarming story of
pride and self-reliance." He further added, "This story finds its roots
in the heart of India and reflects the passion that runs through the
veins of every single Indian.
ABOUT -
Prior to beginning filming, a short clip paying tribute to Mahatma
Gandhi, and featuring Varun Dhawan and Anushka Sharma was
released on the occasion of his 148th birth anniversary.
A still which depicted the lead pair as a small town couple was released
shortly after filming had begun.
During a Twitter conversation with Fans Dhawan announced that the
trailer will come out in August 2018.
It is the first movie release from Yash Raj Films Studios in the year 2018.

4. ABOUT THE MOVIE
Directed by - Sharat Katariya
Produced by - Maneesh Sharma
Starring - Varun Dhawan
Anushka Sharma
Music by - Anu Malik
Cinematography - Manu Anand
Production company - Yash Raj Films
Distributed by - Yash Raj Films
Release Date - 28th September 2018
Country - India
Language - Hindi
ABOUT -

5. AGENDA
To ensure all film promotions stay true to the
assumed cause of the film: Make In India.
Going by this, our agenda is to provide a
supportive platform for rural/semi-urban
handcrafted products through the film
promotions, thus communicating the
underlying message of the film in its purest
form to the audience.

6. POSITIONING
1) Fresh Pairing of Varun & Anushka.
2) First Big Release from YRF Studios this
year!!
3) Director's second venture after Dum Laga
ke Haisha.
4) Promotes a social upliftment cause, Made
In India.

7. MARKETING PLAN
DIVIDED INTO 2 STAGES :
1) RURAL - PROMOTING THE FILM TO THE
RURAL AUDIENCE AND ENGAGING IN SOCIAL
UPLIFTMENT ACTIVITIES, WHILE INCREASING
EXPOSURE OF THE INDIAN TEXTILE
INDUSTRY.
2) URBAN - PROMOTING THE FILM TO THE
URBAN AUDIENCE.

8. CORE
ELEMENTS

9. RURAL MARKETING
CAMPAIGNS
1) SUI DHAAGA KAKSHA AND
INTEGRATION WITH RADIO RAJA
For social upliftment, teach the women of rural India tailoring and embroidering
and then promote their work and encourage them to make their passion into
earnings for their households. This awareness can be created using Radio Raja.
Radio Raja is a one-of-a-kind radio channel that does not need the Internet or
even a radio frequency for listeners to tune in. A listener simply needs to give a
missed call on 1800 25 888 888 and Radio Raja calls back. Radio Raja gets
around 2,000-3,000 calls every day from the remotest villages of Madhya
Pradesh, Maharashtra, and Uttar Pradesh. This will be useful to promote the
movie awareness in the Rural Villages.
This would gain popularity among the rural areas and then in the end after
learning or completing the tutorials the enrolled individuals would get a
Chanderi Saree.

10. RURAL & SEMI
URBAN MARKETING
CAMPAIGNS
2)EXHIBITION - THE IDEA !
A place where regional , local handloom will be given a platform that they
deserve , in major cities of India where people like buying such pieces due to its
aesthetic/traditional appeal. The inauguration to be done by Narendra Modi on
Day-1 as he supports such movies and the Made in India campaign also along
with the star cast Anushka and Varun where also, the winners of the Social Media
contest would be called to for a meet-and-greet. This will be a 2-Day exhibition
where people like you and me can come in and purchase things. This will be
great platform for both the promotion of the movie and also for the cause
underlines in the movie.
The New-Delhi exhibition could be conducted at DIVANI Store (a Fashion Label
of YRF Studios)

11. RURAL & SEMI
URBAN MARKETING
CAMPAIGNS
3)TIE UP WITH NGO’S
Keeping in mind, the major objective of Make in India, 45 million people in
India are currently employed directly with the textile sector and hence is one
of the largest sources of employment generation in the country. It is also
dominated by women workers, with 70% of the workforce being women.
In order to merge Sui Dhaaga’s approach towards upliftment of rural women
in this sector, as well as promote the film- a tie up with International NGO’s
working in India as well as homegrown NGO’s shall be sought after.
To name a few, Oxfam India, CARE, Plan India.
An example of a tie up with an Indian NGO would be ‘Serve Samman’ which
offers subsidised courses on embroidery and sewing training with centres
spread across Delhi, UP and Uttarakhand and also providing them with sewing
machines to monetise their skill.

12. RURAL & SEMI
URBAN MARKETING
CAMPAIGNS
4) OOH - INTEGRATION WITH
THREAD SPOOLS COMPANY
A tie-up with a popular domestic thread spools company (example -
Vardhman Threads) could be done where the packaging (the box) of a set of
threads would contain a mini-poster of the film. These could be sold as a
limited edition thread package.
Also, movie posters could be placed near tailor shops, and cloth houses for
OOH promotions.
Thread storage boxes (with film branding on the lid) could be provided to the
small designer boutiques in Tier-2 cities.

13. URBAN MARKETING
CAMPAIGNS
1) SOCIAL MEDIA VIRAL CAMPAIGN -
#THESUIDHAAGACHALLENGE
This is a Social Media contest to be run on the movie handles and also the star
cast would put it on their handles challenging their fellow friends in the
industry using the #TheSuiDhaagaChallenge .
In this challenge a person has to put thread into the needle in the most
creative way and also in an innovative location. E.g putting the thread into the
needle in a mall , elevator, using legs,etc.
The most creative ones win a meet & greet , movie tickets.

14. URBAN MARKETING
CAMPAIGNS
2) THE SUI-DHAAGA LABEL - ROCKING THE
RUNWAY !
This will be a sort of competition for the local weavers and other small
handloom houses of the region where Sui Dhaaga is based on. They will have
to make a clothing piece from start to finish and will be judged by some
experts in the industry.
The top 10 get to be mentored by these top-shot designers and dress models
in a segment called “Sui-Dhaaga” in a leading Fashion Week.
The show Stoppers would of-course be Anushka Sharma and Varun Dhawan -
the star cast of the movie.

15. URBAN MARKETING
CAMPAIGNS
3) COMIC BOOKS - REMEMBER SUPPANDI?
According to sources, it has been said that Varun Dhawan’s character in the
film is based on the famous Tinkle comic character, ‘Suppandi’.
While not much light has been thrown on this as of yet, making an
assumption that this is vital to the storyline of the film, we proposed
integrating aspects of the film with ‘Suppandi’ stories that would be a part of a
limited edition of tinkle comics, which will be available only during the
promotion of the film.

16. URBAN MARKETING
CAMPAIGNS
4) WEB SERIES ON Y-FILMS- SUCCESS STORIES
The production company for ‘Sui Dhaaga’ being Yash Raj Films, we thought
we would capitalize on their existing content inventory. Y-films is a sub-brand
under the YRF banner that delivers youth-oriented content.
A tie-up with them, to produce content related to ‘Success Stories’ of
rural/semi-urban people who work on region centric handicrafts, clothes,
embroidery, etc. and how they managed to make it big in their respective
industries could be produced in the form of a web series during the movie
promotions.
The web-series would have 3 episodes (Approximate Runtime: 15-20 minutes).
They would be uploaded on every Thursday in Week 4 - 6 before the release
date.
This will ensure to set the tone for the film to be released.

17. URBAN MARKETING
CAMPAIGNS
5) BRAND LABEL INTEGRATION
Based on sources, it has been said that the film is based out of Chanderi, in
Madhya Pradesh and has got something to do with tailoring clothes.
Going by this, the film could create an exclusive brand that could take
authentic Chanderi work to the urban cities in India through a brand
integration with huge labels such as Lifestyle, Fabindia, etc.
This could work as a limited edition clothing brand that will be heavily
marketed only during the film promotion period, thus making it exclusive!

18. SECONDARY
ELEMENTS

19. 1) INTEGRATION WITH TV SHOWS
Collaborating with popular family entertainment shows like Tarak Mehta ka
Ultaa Shashma; and Bhabhi Ji Ghar Par Hain for one episode each where the
lead actors would appear in the episode as their characters (Mauji & Mamta)
from the movie itself.
Since both the TV shows are based & shot inside a fictitious residential society,
it would be easy to script an episode involving the actors.
An interview with Comedian Sanket Bhosale on his 9XM feature show - Baba
ki Chowki - would also be conducted. Guest appearances in the Reality Shows
being telecasted in mid-September would also be planned.

20. SECONDARY ELEMENTS
2) GROUND LEVEL ACTIVATION - MULTIPLEX &
CINEMA HALLS
This promotional activity would be conducted around 2 weeks before the
release date.
Ticket counter staff, serving staff & Ushers of Cinema Halls & Multiplexes would
be given these fabric badges depicting an image of Sui-Dhaaga & mentioning
the release date of the film.
The film’s hashtag or character names would also be mentioned around the
edge.
This would remind the regular movie-goers that Sui-Dhaaga is releasing soon.
Collaboration & co-ordination with the multiplex chains & cinema halls would
be needed for this activity.

21. SECONDARY ELEMENTS
3) AIB PODCAST -
Lead Cast of the movie, Anushka Sharma and Varun Dhawan, will feature in an
AIB Podcast before the release of the film.
The podcast will be a casual and light interaction with the stars, where they
will speak about the movie also.
The podcast will increase the visibility of the stars and also create a buzz for
the movie.
Since, AIB has a huge fan following with more than 2 million subscriber base
on YouTube, it will be the right platform to promote the movie.

22. SECONDARY ELEMENTS
4) CLICK A SELFIE, POST IT & WIN MOVIE TICKETS!
This activity would be conducted in collaboration with Multiplexes across
Urban cities.
A installation of an identical cycle, as used by the actors in the movie, would
be placed with movie poster as the backdrop. The installation would be an
interactive touchpoint with movie-goers and would act as a photo-booth.
The cycle might be an important prop and multiple scenes in the movie
might show that particular cycle. The cycle also depicts struggle faced by rural
people every day.
A banner alongside would show the instructions for the contest.
Shoot a picture along with a friend on this cycle. Post the picture on your
Instagram or Facebook account along with the hashtags (#SuiDhaaga &
#MamtaMaujiKiSawaari)
The picture with the most likes (or engagement) at the end of the week would
win Couple Movie Tickets for Sui Dhaaga on the opening weekend (28th - 30th
Sept)
*A similar activity was done to promote Raazi using a morse code instrument

23. SECONDARY ELEMENTS
5) MUSICAL.LY CONTEST -
After the release of the first song, musical.ly contest can be conducted wherein
the participants create a musical.ly on the song in a creative manner and send
it to an email id or a special folder in the musical.ly application with the
hashtag #SuiDhaaga or Instead the name of the song as we don’t know it yet.
The winner gets free movie tickets and a chance to meet and greet.

24. SECONDARY ELEMENTS
5) MANN KI BAAT
Mann Ki Baat (Hindi: मन की बात; roughly, "Heart's Voice") is an Indian Programme
hosted by Prime Minister Narendra Modi in which he addresses the people of
the nation on All India Radio, DD National and DD News.
A show can be conducted with Narendra Modi where the textile industry in
India and the Made in India campaign will be discussed in collaboration with
Sui Dhaaga!

25. MEDIA VECHILES
TV - Integration with popular TV shows.
Print - Create innovative bookmarks with cloth and then sell it with
books sold at Crossword.
Radio - Mann ki Baat and Podcast on various channels with the
star cast.
Digital - Social media contests, Picture sharing with movie’s
hashtag contest, Motion Poster, Character (Mauji & Mamta)
Introduction Teasers, Official Movie Trailer.
PR activities - Articles/Interviews of the lead cast & the director of
the film in top entertainment newspapers in Week-6.

26. FILM MARKETING CAMPAIGN PLAN (WEEKS 1 - 4)
28th September is the finalised release date of the film.
Week 1 - First Motion Poster launch on Digital Media.PR to highlight the fresh pairing of lead cast
in Print Media.
Week 2 - Focus shifted on Characters being portrayed (Mauji & Mamta) - Teaser Videos
Week 3 - Official Trailer Launch Event
Week 4 - First song & Online Challenge started

27. FILM MARKETING CAMPAIGN PLAN (WEEKS 5 - 7)
Week 5 - Second Song, Podcast
shoot, Shooting Cameos in Popular
TV Shows like Tarak Mehta… &
Bhabhi Ji Ghar Par Hain. Also Baba
ki Chowki.
Sui-Dhaaga Kaksha for social
upliftment
Week 6 - Title song promo + 2 days
exhibition & meet & greet stars
event. PR in Print Media.
Week 7 - Multiplex ground level
activation (cycle stall) + Final
Screening.

28. THANK YOU!
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