Entertainment Marketing and Brand building for movies
Individual assignment – 1
Made by – Jatin Ghritlahre
Yeh Jawaani Hai Deeewani
Produced by Karan Johar under
Dharma Productions and Directed by
Ranbir Kapoor and Deepika
Padukone in lead roles
Distributed by UTV Motion
3rd highest grossing bollywood movie
worldwide with Rs 270 Crore
The Marketing strategy
The trailer of the movie was launched in a very grandeur fashion where Ranbir Kapoor urged his fans to
watch the trailer before its actually release and this has become a trend since.
Even before the movie there was a lot of buzz regarding the actual life relationship status of the
lead actors (given their history)
Press conferences held in all major cities along with different events which is the most
usual mode of film promotion in Bollywood
Brands’ association with films opens up a whole new channel of promotion. People will
always remember Makemytrip when they see YJHD. Now movie plots are even moulded
to make space for a brand.
To resonate better with their target audience they managed to rope in Fox traveller and
Using social media to engage the audience in the movie before release.
The movies soundtrack includes songs that are typically heard in parties and over loud speakers. With
this also they managed to create a strong fanbase for the movie even before release.
Live events in various major cities
TV and Radio promotions involve promoting movie in
reality shows, soaps and TV interviews.
DID little masters(left top), Zoom(left bottom) and TV soap
pyar ka dard( right bottom)
Social media in todays world is a platform that one just can’t afford to forget while promoting a movie whose TG are the users of
The trailer was launched with big bang and within a span of few days the trailer had already received 3,192,783 views. The
film constantly engaged fans through innovative and cool ideas which could be seen all over the internet.
They had launched engaging applications on their FB page such as ‘Yeh Jawaani Hai Deewani Travel Wall’, where
audiences can upload their travelling pictures.
Another application titled ‘My Badtameez Dil Wants’, where audiences have to spin a wheel and get a whacky answer to
what your Badtameez Dil wants.
There was also a unique image tutorial on Pinterest, where fans could learn the signature step of Badtameez Dil.
Dharma Productions had released videos, titled YJHD Diaries, where the cast and crew talk about the movie and their experiences.
Brand placements with the movie
The movie associated itself with make my trip as the protagonist was a
travelling videographer and the plot provided an opportunity for promotion.
Another tie-up was with Fox traveller the TV Channel. Ranbir’s character
resonates with what Fox Traveller stands for - he revels in randomness,
unplanned trips, unprepared quests and unexpected twists. The association
represented the values the channel embodies in the true sense.
As a part of this association the fox traveller crew travelled with the film crew
to various shooting locations. Also they launched an interesting contest on
their FB page related to the movie.
Closeup, India's Market leader in gel toothpaste segment for over three
decades announced a one-of-its kind collaboration with Yeh Jawaani Hai
Deewani. They launched a special pack that contains an autographed
friendship band autographed by the lead actors in the movie.
Jabong also tied up with the movie and launched several contests.
Analysis of the Marketing strategy
This movie belongs to the category where story is secondary and the success of
movie depends more on the star cast, songs, dance and all the other kinds of
“masala” in the movie.
Therefore a lot is left for the marketing part of the movie to do. It is important to
create a buzz for the movie to attract audience to watch the movie.
Given that this movie broke a lot of records in terms of revenue, it can be safely said
that the marketing strategy proved effective and properly utilized all the platforms to
extract the maximum revenue.
I particularly liked the use of social media in a very aggressive manner that involved a
lot of activities involving the engagement of users.
Also the actors in the movie travelled a lot to promote movie outside India as well
which was a brilliant move given the target group and the nature of the movie.
Produced by Ekta Kapoor and Anurag
Kashyap and distributed by Balaji
Directed by critically acclaimed
director Vikramaditya Motwane
Ranveer Singh and Sonakshi Sinha
were the lead actors.
Made with a budget of Rs 27 Cr, the
movie grossed at Rs 28 Cr in the box
The story was based on the novel “last
leaf” by O. Henry.
The Marketing Strategy
As expected from all movies the cast of lootera did a lot of live
press conferences for the promotions.
Also the movie was promoted in TV and radio as is
common for most bollywood movies these days.
The social media campaign of the movie included
twitter, Facebook Page and apps, lootera radio and
To match with the old world theme of the film, the
film launch was held at the Liberty
Cinema in Mumbai, which was constructed in 1947
An extensive out of the home campaign had also been
rolled out to create noise about the movie in the form of
Also they kept on highlighting the critics’ positive reviews to
intrigue the Target Audience.
Live Press conferences are a must
do for all Bollywood movies
The movie was promoted
aggressively on TV & radio as well
The movie had an interesting social media campaign which included a lot of activities on its FB page
The challenge for the Lootera social media campaign was to build the right image for this film by
blending in its period look with slick digital moves
The FB app Lootera talkies
where users could watch
trailers & other exclusive
contents once they invite 5
friends to the page
For music promotions and
to match the vintage theme
of the movie Lootera radio
was launched. It gave the
experience of radio
For engaging fans this
instagram like app was
made that applied filters
from movies to the user
Apart from the above tactics the movie also used some other methods to promote the movie.
Balaji Motion Pictures had associated with WeChat for the promotions of the movie.Users can get the latest
anecdotes on the movie from the closed sets by following the official account of Lootera, ‘LooteraTheFilm’ on
WeChat.WeChat launched its ‘Meet the Lootera Stars’ contest, which will give fans an opportunity to meet the star
cast of Lootera and interact with them.
Digitainment India, also associated with Lootera as its media partner and launched its kiosks ‘Mobile Talkies’ in
collaboration with SSK Retails. It’s a service wherein customers can purchase movies and other content from an
extensive list, which includes a mix of new releases and old hits, at retail stores and get them transferred to their
preferred devices including mobile phones, tablets, memory cards and USB drives for a nominal price.
Apart from the digital media platform, Balaji Motion Pictures and Harlequin India launched a special edition Mills &
Boon – Lootera Collection in order to commemorate the beautiful essence of romance
The cast also made an appearance in fiction show Uttaran on Colors.
Analysis of the marketing campaign
The tools used by the movie promoters were well thought of and in a way they managed to pull of the vintage theme of
movie in the promotions also.
The viintage camera app was an innovative marvel that used the movie theme brilliantly
Also their associations with brands like Cbazaar was a good tactical move given the theme of both the movie and
the e-commerce site have similar themes.
In the radio app the users could tune the radio as in the 50’s was a good way to immerse the fans into movie’s
Even after all these efforts the movie did not manage to create enough buzz to involve audience who were not
Ranveer or Sonakshi’s followers. The only field that they seemed to play on was the vintage theme of the movie and
that probably limited the audience.
A plus point for the movie is that they managed to differentiate themselves from other movies of the era.
Alternative campaign for Lootera
Social media platform was
used brilliantly but more
campaigns must go beyond
FB and Twitter.
Since the movie had a
theme from the 50’s there
was a huge opportunity for
using print media
The live shows have
become a norm for
bollywood movies and they
must have differentiated
themselves in some
Apart from Cbazaar the
movie did not associate
itself with many known
The TV promotions were
aggressive, but did not
resonate with the 50’s
theme in the movie which
was the pillar in all other
modes of promotion.
Ship of Theseus
Produced by Soham Shah and Directed by
The movie has actors Aida AlKhashef, Neeraj Kabi &Sohum Shah
Distributed in India by UTV motion
Pictures and under the patronage of Kiran
Rao a famous director.
It is in English, Hindi, Arabic and swedish
The film was shot over a period of two
years on a Canon EOS 1D Mark IV.
Made with a budget of 2.5 cr, not much
was spent in marketing the movie..
The movie is an extremely low budget movie without any notable celebrity
associated with it.
The initial buzz about the movie was created by Kiran Rao who along with UTV
motion Pictures released the movie in India
It was premiered in Toronto Film Festival in 2012 and since then has received
numerous critical acclaims.
Also it came as a surprise for the audience that a movie about which they
haven’t even heard has already received so many awards and critical acclaim.
A movie that has not been made in the traditional way required a very untraditional
way of marketing itself. The audience for this movie was also niche.
The first step was to gain attraction for which a special star studded screening of the movie was organized.
Even before the launch the movie participated in a lot of International film festivals and received extremely positive
Prizes won, along with positive reviews of various critics, are heavily shown in the trailer.
The team of the movie hosted a unique press conference in the city on Monday, where they invited internet media
and bloggers to cover the event. The logic was that this film’s target audience is essentially online, so the makers
wanted to promote it using the online medium.
The film’s distributors had ruled out a wide spread release of the movie. They were Targeting only the major cities in
Their target audience were people who “watch cinema which has a certain meaning and want it more than just to entertain
The distributers are looking to make the movie popular through word of mouth publicity.
They also started a social media campaign as they thought that most of their TG were
internet users. “Vote for your city” digital campaign is a unique method of promotion.
In this the users can log on to facebook and vote for this movie to be released in their cities
Analysis of the Marketing strategy
Given the Target audience and the unique nature of the movie, online campaigns are the
most effective mode of communication.
The underlying theme of marketing for this film is ‘Think about it’ and all content has
been created with this end in mind. By posing questions to engage with people on
social media platforms the idea is to get people to think.
This initiative was designed to generate a valuable database to identify cities where
audience for art house cinema exists in sufficient numbers.
Extensive on-ground activation at places such as art galleries, cafes and
restaurants, colleges and theatres takes care of the offline integration element in
marketing plan of the film.
The only scope of improvement I can think of is to have a multi-pronged online campaign.
They could have used social media to create discussions about the elements of the movie.
Produced by Tagore Madhu and
directed by A.R Murgadoss
, Ghajini is a record breaking
Distributed by Geetha
arts, Reliance Entertainment and
Casting Amir Khan in the lead
role, the movie was a high profile
It is based on a Tamil movie of the
Made with a budget of Rs 45
cr, the movie went on to earn a
total of Rs 290 Cr.
The movie was one of the most innovatively promoted movie in the bollywood.
Amir Khan is known for doing Different things differently and this in itself was enough to
create the initial buzz.
The look that Amir Khan sported in the movie got huge reception amongst the fans. Be
it the hairstyle or the tatoos or the much celebrated 8 packs.
The digital promotion involving websites and PC game. Also Amir Khans own personal
blogs where he kept releasing facts about the movie.
Offline Promos at Theaters and Television appearances
Co branding with a lot of brands like Tata sky, Samsung etc..
Barber on the street promotion strategy and viral SMS campaign.
The look sported by Amir khan in the movie became an instant hit in the
country even before the release of the movie
• Amir khan sported the look even after the movie.
• The producers tied up with Big multiplexes and gave them the same look
• Amir Khan personally cut the hairs of fans in the same hair style.
Rather than doing one way communication
Promoters of Ghajini made the users to get
involved in the promotions.
Websites like “wallofghajini” and
“findghajini” were some viral websites with
contents revolving around the plot of the
India’s first bollywod movie based 3-D PC
game was launched along with the movie on
the same date.
Amir’s blog contained a full screen pic of
Tata Sky- They had organized a contest specifically for the movie. They also chose Asin as
their new brand ambassadors. The videos of Amir Khan’s fitness regime were released by Tata
sky which later became very popular.
Van Heusen- They had launched a similarly-named collection for today’s confident
young men that is inspired by the movie. Models sported Khan’s clothing style from the
film, but also his hairstyle.
Tata Indicom‘s outbound dialer service with Khan’s pre-recorded voice. In this a Tata
Indicom service user will get a call in Khan’s voice, asking the caller whether he is Ghajini
and will tell the caller that the film is releasing on 25 December.
Samsung launched special Ghajini edition of models L700 and M200 of its mobile phones of
L700 and M200 models. These handsets were pre-loaded with ringtones, pictures and songs
from Ghajini. Ghajini is the first Indian film to release a handset as part of the film’s content.
Other promotional activities
With the TV channels filled with Ghajini promos, Aamir went into overdrive with his
interviews, which came in by the day on every news and entertainment channel. Not to
forget the guest appearances on reality shows, which is now a sort of a norm.
The 'Theater personnels with Ghajini hair cut' act as a part of the deal between
Ghajini producers and Big cinemas. It was a direct confrontation with the movies
releasing around the same date especially ShahRukh Khan’s Rab ne Bana di Jodi..
Aamir Khan personally gave patrons the signature haircut, mannequins with the
Ghajini look were placed at multiplexes.
The 8 packs developed by Amir Khan were also promoted profusely with the launch of
videos of his training.
Analysis of Ghajini’s marketing camaign
It was one of the first movies to do so much of spending just for promotions.
Most of its marketing activities were directed towards engaging the audiences and involving them in the process of
More over it perfectly leveraged the 8 pack buzz, as previously ShahRukh Khan had done with his six packs.
It utilized the online platform perfectly and got the audience talking about the movie.
More over the barber on the street act was a very innovative method of promotion. It involved live events and gained
attraction not just through the events but also through the news channels talking about this unique event.
The only scope of improvement could have been the use of social media for engaging the customers more. Also they could
have used the movie soundtrack a little bit more to promote the movie.
Another area they should have explored was merchandizing. They could have created more brand value through this channel.