Assignment during my college days.

1. Marketing Campaign for Dear Zindagi

2. Star Cast – Dear Zindagi
Alia Bhatt as Kaira, who is also referred to as "Koko".
Shah Rukh Khan as Dr. Jehangir "Jug" Khan,
Ira Dubey as Fatima, Kaira's friend,
Yashaswini Dayama as Jackie, Kaira's friend
Gautmik as Ganju, Kaira's friend
Yashwant Singh as Kaira's uncle
Salone Mehta as Kaira's aunt
Baby Dishita as little Kaira
Nitika Anand as family friend
Director- Gauri Shinde
Release Date- 25th
November,2016 in India
Release early in North America on account of Thanksgiving
Weekend holidays (23rd
November,2016)

3. Posters-
Produced by- Gauri Khan, Karan Johar, Gauri Shinde under the banners
of Red Chillies Entertainment, Dharma Productions, and Hope
Productions respectively.

4. Dear Zindagi is releasing on approx. 800 theatres and 1200 screens across India and
600 screens in overseas.
Dear Zindagi has its all India rights sold to NH studios for 32 Crores.
Producers are already having a table profit having sold India theatrical to
NH studios, Overseas to Reliance and satellite rights at a good price.
Film released in all major territories garnered most business from Mumbai,
Delhi U.P. and Mysore territories.
Source: http://www.bollywoodhungama.com/news/box-office-special-features/
box-office-territory-wise-breakup-dear-zindagi-day-9/
Dear Zindagi released earlier in North America on account of the Thanksgiving
weekend holidays. The film on its first day collected 1.19 crore from 127 screens
in the United States and 8.29 lacs in Canada from 16 screens.
In the extended two day, the film collected about 15.8 million at the North
America box office. The film earned a total of 94.67 crore in India,
grossing 1392.9 million worldwide.

5. As per PR tactics earlier and in the midst films release ShahRukh Khan and Alia
Bhatt given interview to Economic Times and indiatoday. Along with Business Line.
Also many Bollywood celebrities twitted to promote film.
Source:
https://www.indiatoday.in/movies/bollywood/story/dear-zindagi-
alia-bhatt-shah-rukh-khan-story-five-things-354480-2016-11-28
https://economictimes.indiatimes.com/magazines/panache/dear-zindagi-
bond-shah-rukh-khan-is-always-open-to-suggestions-says-alia-bhatt/
articleshow/55385872.cms
https://www.thehindubusinessline.com/blink/watch/
destigmatising-therapy/article9404845.ece

6. Tools used to marketing the film.
Dear Zindagi start film promotion with releasing a trailer but by putting
pieces it on display with each having headlines, like Dear Zindagi
Take 2: Always Recycle dated on 23rd
October,2016.
 Then #7daystogo with some customization and with Shah Rukh Khan on
Instagram platform.
With continuing promotion on Hike with Dear Zindagi stickers.
Building a Community for it –
Through its teasers it’s able to built community for it, thus The teaser
suggested how the character of Alia Bhatt cracks bad jokes, as they say,
they’re so bad that they’re good and building up on this aspect they built
creatives around it using #GoodBadJokes, (in Facebook) subtly adopting the
meme culture of the internet trying to fit it lucidly.

7. Box Office Collection figures
Lifetime India (net) Rs. 68 Crore
Worldwide Gross Rs. 138 Crore
Dear Zindagi opened on decent grounds in the theatres and showed good growth
over the first weekend. It also fared decently on the weekdays and recovered its
budget in the first week only. In the second week, the film dropped by over 50%
and performed averagely. The film also didn't show much variation in its collection
and earned over 14 crores in the theatres. Similar was the story of the film in
its week 3. Due to consistent performance, the film made an excellent profit in
the domestic as well as the overseas market.

8. As a Pre-buzz
In a tie-up with dating app Tinder for #SwipeRightToZindagi generated
15,73,449 views and 13k likes dated on 11th
November,2016.
Dear Zindagi’s Take One Receives a Phenomenal Response: 9 Million
views in 24 hours, sets a new record (across social media)
in 20th
October,2016.
#GOODBADJOKES through Facebook on 22nd
October,2016
generating 777 likes, 10 comments and 33 shares and then again
on #GOODBADJOKES with space party question
dated on 23rd
October,2016 generated similar response like
22nd
October,2016 Facebook post.
Then, slicing series in parts through social media every time generated
decent response.
 Shah Rukh khan live in Facebook along with Alia Bhatt generated
612 likes, 19,311 shares and 6.8 Million views.

9. Over all View including Pre- Buzz and Social Media marketing
Red Chillies Entertainment, along with their digital agency, Flarepath made
use of various social media platforms like Facebook, Twitter, Instagram, Snapchat,
Tinder and YouTube to generate awareness and buzz among the target audience and
amplified it with a blogger outreach program.
‘Dear Zindagi’ was the first Bollywood film ever to collaborate with the popular
dating platform Tinder where the main protagonist’s profile was launched and
users who matched were given a chance to party with Alia Bhatt.
Film makers associated with TVF, Culture Machine, ScoopWhoop, and Miss
Malini to launch multiple promotional videos.
Overall, the campaign created 2.6 billion + impressions only
across various social platforms. In the campaign period of 49 days, there were a
total of 29 Twitter trends including India and Worldwide.

10. Brand Alliances
In Film- ebay and Nature’s Basket.
Out Film-
Red Chillies Entertainment and Online furniture Rental Company,
Furlenco collaborate for the movie ‘Dear Zindagi’ starring Shah
Rukh Khan and Alia Bhatt. Furlenco and Red Chillies have launched
a TVC as part of the association which promotes the message of
‘Living your life to the fullest and loving it’.

11. Dear Zindagi Budget
Dear Zindagi is made on a budget of 45 Crores all inclusive.
Production Budget: 32 Crores
Prints & Advertising Cost: 13 Crore
In my opinion-
The film is done decent business in consideration of it’s
content and effort of Gauri Shinde after success of English Vinglish.
This film has more appeal to teenagers who research shows enter into relationship
out of peer pressure and not able to commit
Relationship long time.
Even though the film is not just about heartbreak of Alia
Bhatt. but I can’t understand if it is just heartbreak than we she come altogether to
Goa from Mumbai Alia Bhatt can simply concentrate on her cinematography. So
can term it as average film in terms of Box office collection in comparison for it’s
budget where Shah Rukh Khan take a salary cut to keep cost down who charge
Approximately Rs. 50 Crore each film.

12. Marketing Effort-
Certainly kudos for entire digital marketing team to promote the film
around 1 month before and able to catch more eye balls of Shah
Rukh Khan and Alia Bhatt fan base. So breaking the status quo of releasing
trailer works really well for Dear Zindagi.
The another main thing about film is does not have huge printing and
advertising, TVC Eexpenses considering Shah Rukh Khan and Alia Bhatt.
But it able to capture the mind space of audience which is most important and at
The right time.

13. Tejas Deo
Roll Number-7