The document describes the business and consumer challenges for the movie Do Dooni Chaar. The business challenge was standing out from the many films released each week in India. The consumer challenge was appealing to family audiences amid blockbuster competition. The strategy was highlighting the middle-class family story and Rishi and Neetu Kapoor's return to screen after 30 years. Integrations across TV shows helped generate buzz and 175M impressions. The movie recovered costs in the first week and surpassed box office targets.

1. DDeessccrriibbee tthhee bbuussiinneessss cchhaalllleennggee::
India is the world's largest producer of films & as many as 1288 feature films in various languages (235 Bollywood Hindi movies)
were produced in India in 2009.The movie business in India is becoming like a fast moving consumer goods business with an
average of 5 movie releases per week which is resulting in a proportionate increase in the marketing promotions budget by the
studio houses in order to out shout the other releases. In these times Disney was releasing its first Hindi feature film - Do Dooni
Char and that too with limited budgets. The movie is a humorous & heartwarming story of an India middleclass family & how
they struggle to keep pace with the fast changing India within their limited resources.
DDeessccrriibbee tthhee ccoonnssuummeerr cchhaalllleennggee::
The core audience of a typical Bollywood potboiler is the family audience.Keeping this in mind & the overall festive atmosphere
a world of Hindi movies are released during this period.In these times a low budget movie like Doo Dooni Chaar with an earlier
generation cast like Rishi Kapoor & Neetu Singh was in loggerheads with blockbusters like Anjana Anjani starring the current
heart throbs like Ranbir Kapoor/Priyanka Chopra, Crook (Emraan Hashmi) & Aakrosh (Ajay Devgan,Bipasha Basu).Hence the
challenge was to create the buzz & excitement around the movie & pull the crowd to theatres to watch Do Dooni Chaar
IInnssiigghhtt ((BBuussiinneessss CCoonntteexxtt))::
Indians love stories that resonate strongly with their own life situation of middle class existence with its share of heartaches and
triumphs & which represents the very best of the coming together of a family
SSttrraatteeggyy ((BBuussiinneessss OOppppoorrttuunniittyy))::
The underlining strategy was to bring alive this inspiring story of a middle class family of endearing characters – Duggals played
by Rishi Kapoor & Neetu Singh & the fact that this couple was returning to the silver screen together after 30 years only
because they believed in Do Dooni Chaar’s script
AAccttiivvaattiioonn ((IInnnnoovvaattiioonn))::
With this insight & strategy in mind we planned to bring to live the Duggal couple through integration across different shows on
leading channels.
On Zee TV flagship show Sa Re Ga Ma Pa the Duggal couple appear in an episode which was totally dedicated to their songs &
the upcoming movies.The contestants were shown singing their songs, the judges were shown congratulating & wishing the
couple for their movie.
The couple appeared on Sab TV flagship show Taarak Mehta Ka Oolta Chasma as reel live couples – Duggals where they were
shown asking the lead character of the serial to teach them ‘dandiya’. They later on disclosed their real identity and where
shown having friendly conversation with all the characters of the serial.
In program integration on other leading channels like Star Cricket during Champions league,Star Plus – Chote Ustad etc were
also done during the film release week. Interviews with the star couple on leading channels like NDTV 24X7,CNN IBN,Times
Now,ETC,Zoom were arranged which brought the visibility required both amongst trade & consumers.
There was also a contest where viewers got a chance to win a Maruti car which is the core of the movie where the Duggal family
decides to buy into the big middle class dream and graduate from a scooter to a car - What follows is an exuberant journey of
chaos, revelations, confrontation and discovery which eventually brings them together as a family.
Submitting Agency: Starcom Worldwide (India)
Client/Brand: Walt Disney Studio Motion Pictures India
Campaign Title: Do Dooni Chaar
Client Description: Movies
Date Beginning-Date End: Sep-Oct’10
Contact Vehicles: Television
CATEGORY: Innovation
Agency Credit
Rajesh Iyer
Girish Upadhyay,Pranshu Sharma,Sugosh Iyer,Saurabh
Tyagi,Kailash

2. CCaappttiivvaattiioonn ((CClliieenntt DDeelliigghhtt))::
Do Dooni Chaar was the first live action Hindi movie distributed by the global powerhouse Disney Studio’s. Because of this the
eyes of almost everyone was on how this movie fared.
With the integrations,the contest & the interviews we were able to generate 175M impressions within a time span of 4 weeks
leading upto to the movie release date.The movie was able to recover its cost in the first week of the release itself & in total the
box office collections of 70M INR surpassed the targets set by the client
Shah Rukh Khan tweeted on his page mentioning that he saw Rishi & Neetu Kapoor dancing on TV for his new film & wished
them the best,which was a high in itself.