Case Study on 360 degree marketing (Zindagi Na Milegi Dobara)
A Case Study In 360 Degree Marketing
THE PRODUCT A Hindi / English / Spanish movie. Starring Hrithik Roshan, Abhay Deol, FarhanAkhtar, Naseeruddin Shah, Kalki Koechlin,Katrina Kaif and Ariadna Cabrol. Directed by Zoya Akhtar and produced by FarhanAkhtar and Ritesh Sidhwani of ExcelEntertainment. Coming-of-age road-trip movie about threefriends. Capitalizing on friendship / romance.
THE TARGET AUDIENCEAll Hindi / English / Spanish -movie goers.Multi-starrer movie so the entire fan base.All age groups (shows the importance offriendship).Adventure junkies (shows adventure sports).
SHORTCOMINGSThe movie might not succeed.For the same reason, sponsors cannot strategizeto use a long campaign involving a movie.So the best time for campaigning is right beforethe release the movie and right after the same.
ZNMD PROMOTIONS AquafinaMountain Dew Land RoverPVR Cinemas
ZNMD PROMOTING MOUNTAIN DEW Alpana Titus, Category Marketing Director, PepsiCo India Beverages said, “Mountain Dew is proud to be associated with the movie Zindagi Na Milegi Dobara. Mountain Dew has always supported and reasserted that one has to face their fears to conquer it. Our new TVC and association with Zindagi Na Milegi Dobara shows just that.” Adventure sports is an integral part of the movie. In-branding of Mountain Dew in the movie is not forcibly placed & in seam with the story. USP of Mountain Dew used in the movie: “Darr Ke Agey Jeet Hai!”
ZNMD PROMOTING LAND ROVER Story: Road trip that changes their life forever.The script demanded an SUV that could travel ondifferent terrains.The safety & comfort of the cast was important, henceLand Rover Discovery 4.The vehicle is also being used topromote the movie in aninnovative way by driving fromMumbai to Delhi.They did a public concert inGurgaon & stopped at variouscities to promote the movie.
ZNMD PROMOTING ING LIFE INSURANCE Uco Vegter, Chief Marketing & Strategy Officer, ING Life Insurance India said, “We are delighted to partner with Zindagi Na Milegi Dobara and we believe that the title and theme of the movie, resonates very well with our core proposition. Because you and your family are insured with ING Life Insurance, you can live your dreams. After all you have only one life to live.” The company’s latest TV Commercial communicates a key brand benefit “Manao Zindagi Ki Har Khushi, ING Life Insurance ke bharosey ke saath” by using happy fun-filled moments from the film. The company has also launched a 360 Degree Marketing Campaign to support the association across the country that comprises of hoardings, in cinema promotions, special screenings for its agents and employees, events targeting housing complexes and on internet.
ZNMD PROMOTING UTV MOVIES The channel UTV Movies is to showcase ‘Jeeyo Zindagi’ film festival from 11th to 15th July. A 5 day festival showcasing the best movies of the stars of the film. Handpicked movies such as: Hrithik Roshan’s Guzaarish, Karthik Calling Karthik feat. Farhan Akhtar, Katrina Kaif’s Singh Is Kinng, Oye Lucky! Lucky Oye! starring Abhay Deol Kalki Koechlin in Dev D. ‘Jeeyo Zindagi’ was promoted through integrated promos on-air, mailers, social media and hoardings at key locations across the city.
ZNMD PROMOTING OPIUM EYEWEAR Opium eyewear launched its limited edition ZNMD eclectic eyewear collection. Opium sunglasses are all about giving in to the addiction. The characters in Zindagi Na Milegi Dobara, empowers you when worn: your identity, attitude and lifestyle. “It empowers the real YOU!” It enabled in promoting the movie as well as marketing of Opium. The limited edition was released in affordable prices to meet the masses.
ZNMD PROMOTING GOJIYO GoJiyo is a collection of social, virtual and film platforms to engage withconsumers.GoJiyo world has the new experiential engagement campaign comprisingthe experience of playing games with friends in a movie like environmentalong with the chance to meet the handsome Hrithik Roshan and thegorgeous Katrina Kaif.GoJiyo brings the virtual event of ‘LaTomatina’ of Spain, promoted inZNMD, allowing young people toengage in a festival with their friends.Customer Centria has conceptualized,designed and implemented thepromotional campaign for ‘Zindagi NaMilegi Dobara’ on GoJiyo, India’s firstever browser based 3D virtual worldwith over 6,90,000 registered users inspan of months.
ZNMD PROMOTING GILLETTEGillette, the leader in Men’s Care Category has established abrilliant association with Zindagi Na Milegi Dobara.Male brand association with male centric movie of the year.The TVC talked about taking challenges, daring to face fears asthere is just one life.Associating Gillette with the movie byusing various mediums: TV, On Screen,Online (digital) & ‘Meet n Greet’ with thestars.A contest was announced on Facebookwhich asked visitors to ‘Share the mostExciting Moment of their Life’ to get achance to meet the cast of ZNMD.
ONLINE PROMOTIONS FOR ZNMDThe reach and impact of online media isstronger.Connecting with the web audience across theworld will give the right push for promotion.According to the producers of ZNMD, “Since thefilm targets youth, the impact of the promowould be greater with an online premiere.”Hence, the first teaser promo was will onlinerelease, not a theatrical one.The plan was to get the audience involved rightfrom the beginning.The first promo was simultaneously released onthe mobile and digital platforms.Farhan Akhtar and RiteshSidhwani visited Facebook India to promote themovie.
ZNMD PROMOTING AIRCEL Excel Entertainment tied up with Aircel to make the promosof the film available on mobile and internet. The trailer got over 55 million views within48 hours of its release.Two more promos released on 27 May,including the promo of the song ‘Ik Junoon’,followed by the promo of ‘Senorita’.The next week saw the release of the promosof ‘Khaabon Kay Parinday’ and ‘Dil DhadakneDo’.Two dialogue promos of the movie werereleased on 3 July.
ZNMD PROMOTING SOTCSOTC, an outbound travel brand of Kuoni, is marketing a 7day Spain package using ZNMD to promote the ‘La Tomatina’festival.Kashmira Commissariat, Chief Operating Officer of KuoniIndia, said: “There has been a surge in demand and we dohave several packages for Spain, but this is the first time wehave organized an exclusive package to the ‘La Tomatina’festival”.The deal will enable Indiantravelers to visit all the locales,where Yash Raj movies were shot,as well as ‘Chandni’, ‘Darr’ and‘Dilwale Dulhaniya Le Jayenge’.
ZNMD PROMOTING ‘I NEED SPAIN’ ‘I need Spain’ is the new slogan which the Spanish Tourist Board hopes will bring more people to Spain. The objective of Spain tourism board is to bring more people so the big budget- multi starrer Bollywood movie which showcased Spain seemed perfect for “I need Spain”. ZNMD has boosted Spain tourism, just like DDLJ boosted Switzerland tourism. Some criticized ZNMD as a 3 hour advertisement by Spain tourism.
GAMES FOR PROMOTIONS OF ZNMD The official game for Zindagi Na Milegi Dobara, based on the ‘La Tomatino’ festival, was released by Jump Games to promote the movie. The game was made available for all leading mobile platform. The business head of Jump Games in India, Rajneel Kumar, said that a big similarity between movies and games today is that both of them appeal to the youth. Zindagi Na Milegi Dobara is a movie made for the youth and it is full of energy. The same amount of energy is reflected on the game too and hence the game publisher is confident that this cell phone game will be well received all over.
WHAT SPONSORS GOT FOR RETURN Brand Equity Widespread promotions and marketing of their brands. Awareness of their brands for the people who did not watch the movie, but wanted to win contests. Data collection of the people who took part in the different contests used for the promotion of the movie.