Bhabna Bhattacharya_RESEARCH

Topic
Of
Research:

Innovative
Marketing

Campaigns
done
by

Bollywood
Films.

BhabnaBhattacharya(13th

October,2014)

B.A
in
Journalism
&
Communication

School
of
Communication,
Manipal.

.

Abstract:

My
purpose
behind
this
study
is
to
find
out
how
the
new
marketing
strategies

adopted
by
Bollywood
in
the
recent
years
is
playing
a
big
deal
in
the
success
of

the
movies.
To
start
this
research
I
have
given
a
small
introduction
on
how

Bollywood
has
changed
over
the
years
technologically
as
well
as
with
story
ideas.

Thus
the
change
of
Bollywood
from
Print
Media
to
the
New
Media
is
the
root
of

this
topic.
Then
I
have
included
13
Literature
Reviews
out
of
the
research
papers,

articles,
reports
and
case
studies
I
have
gone
through.
I
have
been
through

research
papers
related
to
my
topic
which
were
both
concluded
on
the
basis
of

qualitative
as
well
as
quantitative
analysis
but
I
chose
to
do
my
research
on

qualitative
content
analysis.
Hence
I
cited
examples
to
prove
my
interpretation

from
case
studies
and
articles
of
movies
like
“Barfi”,
“Chennai
Express”,
“Yeh

Jawaani
Hai
Deewani’,
and
many
other
100
crores
box
office
hits.
I
showed

example
movies
which
managed
to
be
successful
through
the
new
media

marketing
techniques
as
well
as
other
innovative
field
promotions
and
then

concluded
my
research
by
showing
what
and

how
I
analyzed
and
in
what
other

way
this
research
can
be
done
for
further
scope.

Keywords:

Movies;
films;
Bollywood;
new
media;
social
media;
marketing;
promotion;
digital

media;
television;
innovative;
Facebook;
Twitter;
YouTube;
actors;
strategy;

music;
apps;
games.

Introduction:

Bollywood
is
riding
high
after
Hollywood
since
it
is
flourishing
every
year.
Talking

about
the
script,
music,
director
and
actors,
we
have
no
doubt
that
they
are

sailing
the
so-‐call
ship
called
‘Bollywood’
since
so
many
years
but
there
are
many

other
things
which
go
hand-‐in-‐
hand
for
a
film’s
success.

The
marketing
strategy
applied
for
the
promotion
of
Bollywood
films
play
a
great

deal.
Bollywood
broke
the
chains
of
traditional
method
of
marketing
and
entered

the
digital
new
media.
As
years
passed,
we
started
witnessing
innovative
movies

and
that
gave
rise
to
innovative
marketing
methods.

From
seeing
the
case
of
films
like
‘Ghajini’,
‘Zindagi
Na
MilegiDobara’,
‘Kahaani’,

‘Ra
One’,
etc.
we
can
say
that
Bollywood
has
learn
good
marketing
lessons
in
the

past
few
years.
The
attendance
in
theatres
was
a
big
issue
but
now
it
started

improving
but
still
when
piracy
kept
poking
its
nose,
the
social
media
came
up

with
trailers
and
promos
of
films
to
bond
with
the
audience
in
such
a
way
that

they
would
prefer
being
movie-‐goers
instead
of
downloading
movies
from
piracy

sites.
Talking
about
traditional
media
we
can
say
that
it
still
works
in
the
form
of

newspapers,
hoardings
and
posters,
but
new
media
makes
a
difference.
Other

than
that
blending
with
FMCGs
and
other
brands
also
helps
in
good
film

marketing.

The
FICCI
KPMG
Report
2013
quoted
the
view
of
Utpal
Acharya
Head
of

Distribution
and
Acquisition,
Reliance
Entertainment
regarding
the
future
film

industry,
“The
future
of
Indian
film
industry
lies
in
consolidation
and
continuous

simulated,
synergetic
and
symbiotic
growth.
Consolidation
has
already
begun
in

the
exhibition
space
and
Indian
market
is
going
to
witness
a
maximum
of
three

major
players
in
this
segment.
The
exhibitors
(read
large
multiplex
operators)
will

start
getting
into
content
creation
and
acquisitions.
Indian
studios/production

houses
have
already
started
entering
into
multi-‐level
tie-‐ups.
We
will
see
many

GECs
and
movie
channels
enter
into
the
movie
production
purely
due
to
their

contribution
in
this
space
and
sheer
need
for
content
at
a
reasonable
price.

Overall
I
can
say
that,
in
100th
year
Indian
cinema
is
finally
heading
for
a
gradual,

cumulative
growth
which
is
going
to
continue
at
least
for
the
next
two
decades.”-‐

Significance:

Bollywood
is
the
largest
film
industry
of
India
and
definitely
one
of
the
top
most

in
the
world.
As
we
are
born
and
brought
up
in
India
we
have
been
witnessing
this

huge
ocean
of
entertainment
since
the
time
we
got
to
know
what
movies
are
all

about.
From
dancing
to
murmuring
the
songs,
from
acting
like
the
characters
to

showing
attitudes
with
famous
dialogues,
thus
everything
has
been
counted.

Bollywood
wouldn’t
be
riding
high
in
today’s
world
if
such
outstanding
and

innovative
marketing
strategies
would
be
induced
with
such
innovative
stories.

The
marketing
concepts
have
flourished
over
the
years.
New
media
in
the
form
of

social
media
and
digital
media,
plus
other
innovative
ideas
mastered
the
film-‐
makers
in
marketing
strategies.
Bollywood
has
become
a
brand
and
for
any
brand

marketing
is
necessary.
Hence
for
all
these
various
reasons
I
chose
this
topic
for

my
media
research.

Objectives
of
the
Research:

To
find
out:

• If
Bollywood’s
innovative
strategies
to
promote
films
is
adding
ingredients

to
the
film’s
success
or
not,
i.e.,
the
current
trend
of
marketing
with
the

emergence
of
social
media,
in-‐build
brand
marketing
and
other
innovative

ideas.

• How
the
new
(digital)
media
is
outshining
the
traditional
media
though
it
is

still
applied
for
the
promotion
of
film.

Literature
Reviews:

Current
Trends
in
the
Marketing
and
Promotion
of
Movies
using
Social

Media

-‐Bonnie
Wilcox

This
is
a
research
paper
which
deals
with
the
fact
that
how
social
media
is
helping

in
the
promotion
of
new
movies
and
how
the
number
of
movie-‐goers
have

boosted
after
promoting
films
in
Social
Media.
This
research
is
done
with
the
help

of
an
online
survey
comprising
of
questionnaire
that
is
on
a
quantitative

approach.

Since
a
long
time
there
has
been
decline
in
the
ticket
sells
in
theatres,
as
a
result

theatres
are
having
a
shot
of
revenue.
At
times
due
to
the
release
of
too
many

films
the
revenue
of
a
particular
film
can
get
affected.
Even
the
production
cost

spend
by
the
producers
of
films
were
also
suffering
a
great
loss,
Piracy
is
one
of

the
vital
reasons
behind
it.
The
piracy
of
movies
has
led
to
a
decline
in
the

number
of
moviegoers
as
people
are
downloading
movies
from
the
piracy
sites,

thus
draining
the
output
of
Bollywood.At
last,
the
social
media
arrived
where

movies
were
discussed
on
internet,
thus
getting
rid
of
traditional
marketing.
This

in
a
way
had
both
positive
and
negative
effects.
Twitter
accounts
of
movies
are

created
to
put
updates
about
the
movies
and
the
actor
and
the
actresses,

Facebook
pages
were
created
and
people
are
requested
to
like
it,
while
You
Tube

is
meant
for
trailers
but
it
is
also
a
medium
for
official
promos.
Organizations
that

are
responsible
behind
the
social
media
campaigns
are
transfigured
the
way

cinemas
are
promoted
as
being
in
a
relationship
with
the
internet
user
will
get
the

movie
ample
audience.
When
Social
Media
which
is
none
other
than
a
tool
for
a

non-‐traditional
advertising
is
presented
in
the
campaign,
it
admits
the
makers
to

advance
and
freely
communicate
with
the
viewers,
publicize
the
film
and
perform

the
marketing
strategies
with
a
lower
cost
and
lesser
time
than
traditional

methods.

Case
Study:
Marketing
of
the
Brand
Bollywood

-‐ MadhaviGarikaparthi

This
is
a
research
paper
which
talks
about
how
movies
and
their
marketing

are
gradually
changing
with
time
and
the
advancement
of
technology.
The

Indian
movie
industry
has
undergone
a
huge
change
depending
on
the

changes
in
the
market
and
the
demand
of
the
viewers.
The
industry
is

working
hard
to
get
organized
by
being
regular
in
the
payment
of
income

taxes.

Marketing
in
film
industry
is
divided
into
two
groups-‐
‘marketing
of
films’
as

products
and
‘marketing
of
other
brands’
in
movies.
The
latter
category
is

also
termed
as
the
‘In-‐
film’
marketing
where
the
producer
can
gain
quite
a

lot,
which
can
be
higher
or
equivalent
to
the
cost
of
the
film.
For
example

taking
the
case
of
the
film
‘Yaadein’
we
have
seen
that
though
it
did
not
live

up
to
the
expectation
of
the
people
but
still
this
SubhashGhai
film

outnumbered
the
production
and
marketing
cost.
In-‐
build
marketing
was

also
found
in’
Krrish’
where
about
forty
brands
were
highlighted
in
the

movie.
This
research
paper
basically
covers
the
second
type
of
marketing,

i.e.,
marketing
in
films,

Films
cannot
be
branded
collectively.
Every
film
needs
be
promoted
before

the
day
of
release.
Hence
loyalty
branding
doesn’t
work
in
case
of
cinemas

because
they
are
perishable
products.
The
loyalty
can
be
protracted
for
a

movie
when
customers
buy
CDs
and
DVDs
of
that
particular
movie.

Another
way
of
protracting
the
brand
loyalty
is
producing
sequels
of
that

certain
film
which
is
applied
in
Hollywood
movies
like
Spiderman,

Superman,
Starwars,etc.
Thus
Bollywood
has
also
applied
this
idea
since

the
last
few
years,
for
example:
‘Krrish’
belongs
to
the
sequels
of
‘Koi
Mil

Gaya’
and
‘Munnabhai’
series
are
the
two
such
recent
knockouts
in

Bollywood.
Some
films
like
‘DilwaleDulhaniya
Le
Jayenge’
are
running
more

than
a
decade
and
are
still
a
constant
source
of
revenue
for
the
Yash
Raj

Films.

Branding
and
marketing
of
films
is
depended
on
a
variety
of
promotional

tools
like
television,
radio,
newspapers.

On
television
Bollywood
movies
are
promoted
through
news
channels,

reality
shoes,
TV
programs.
Even
at
times
channels
show
the
making
of
the

movie
which
also
helps
in
its
promotion.

Radios
are
not
as
successful
as
television
in
the
fields
of
promotion
but
RJs

play
a
great
deal
in
talking
about
the
movie
on
air
and
taking
interviews
of

any
member
of
the
cast.
For
example
‘Love
Story
2050’
got
associated
with

BIG
92.7
FM,
where
the
actors
interacted
with
the
listeners
live
to
promote

the
movie.

VCDs,
CDs
and
DVDs
of
the
movie
or
the
movie
music
are
also
launched
but

then
again
piracy
affects
the
selling
of
such
merchandise.
Other
than
this

there
is
internet
which
promotes
through
social
media
as
well
as
animation

and
gaming
which
helps
to
a
great
extent
especially
when
the
youth
is

targeted.

The
concept
of
360
degree
marketing
is
also
riding
high
with
tools
like

public
relations,
sponsorships
and
product
placements
where
films
like
‘Om

Shanti
Om’
benefitted
a
lot
but
on
the
other
hand
‘Saawariya’
couldn’t

dwell
in
the
theatres
for
too
long.

Thus
we
see
that
marketing
at
Bollywood
has
reached
at
its
peak
and
so
it

has
become
fascinatingly
groundbreaking
and
challenging.

Innovation
in
Public
Relations
Strategies
in
Film
Promotions

-‐ Mou
Mukherjee
Das

The
scenario
where
Bollywood
is
the
largest
contributor
to
the
Film

Industry,
urged
the
producers
to
go
for
more
innovative
and
heavy

promotions.

The
research
paper
is
basically
about
the
“emergence
of

public
relations
in
films
and
the
visibility
of
it
in
the
context
of
advertising

effectiveness,”
as
quoted
by
the
author.
The
paper
also
deals
with
the

innovative
public
relation
strategies
by
producers
and
how
it
impacts
the

Bollywood
marketing.

Innovative
campaign
for
a
new
group
of
consumers
or
the
young
lot
is
very

helpful
is
a
director
is
craving
to
do
an
innovative
film.
To
grab
the

attention
of
the
audiences,
innovative
promotions
like
turning
into
a
barber

and
undergoing
a
tattoo
is
done
by
actors
like
Aamir
Khan
and
Akshay

Kumar.
‘Ghajini’-‐
makers
got
acquainted
with
multiplexes
and
food
chains

to
give
the
staffs
the
popular
haircut.

This
research
paper
induced
the
quote
of
Public
relations
specialist
Dale

Bhagwagar
who
supports
the
PR
campaigns
in
today’s
marketing

atmosphere,
where
he
said,
”As
more
and
more
people
realize
the
cost

effectiveness
of
PR
campaigns,
their
attention
will
shift
from
expensive
ad

campaigns
to
PR
strategies
and
placements.”
On
the
other
hand
film
critic

Omar
Qureshi
did
not
supported
this
idea
of
promotion.Even
for
the
film

‘Krrish
3’
the
buzz
“Tweet,
Demolish,
Win”
was
updated
on
Twitter
in

exchange
of
a
chance
to
win
Lava
Iris
50q
smartphones
or
meet
their

favourite
hero.
‘Ghanchakkar’,
promoted
by
UTV
Motion
Pictures
organized

treasure
hunt
of
1
lakh,
while
RiteshSidhwani’s
‘Fukrey’
came
up
with

innovative
youth-‐centric
jingle.

The
HR
is
also
responsible
for
perfect
distribution
and
marketing.
This

research
paper
pointed
out
the
central
business
functions
which
include
a

product
definition,
designing
and
refinement,
packaging,
promotion
and

commercialization,
through
message
making
and
distribution.”

Marketing
comes
within
the
film
and
that’s
how
it
binds
with
the
thoughts

and
the
feelings
of
the
audience.
For
example,
for
the
promotion
of
the
film

‘Kahaani’
VidyaBalan
went
around
different
cities
like
Kolkata
and

Ahmedabad
with
a
prosthetic
pregnant
belly.
She
also
turned
up
in
one
of

the
episodes
of
a
daily
soap
‘Uttaran’
on
the
channel
Colors
to
publicize
her

film.
Even
in
some
digital
games
VidyaBalan’s
yellow
taxi
the
movie

‘Kahaani’
was
used.

Even
the
actors
of
the
film,
‘Zindagi
Na
MilegiDobara’,
the
actors
went
for

an
adventurous
expedition
from
Delhi
to
Mumbai
to
promote
the
film.

Aamir
Khan
utilized
the
same
strategy
for
the
promotion
of
‘3
Idiots’.
Hence

we
see
that
Bollywood
is
riding
high
with
marketing
lessons.

E-‐Marketing
of
Bollywood
Movie
with
Net
Earnings
above
INR

100
Crore

-‐Amit
Kumar

According
to
the
study
E
Marketing
of
Bollywood
movies,
author
Amit
Kumar

studies
to
explain
the
importance
of
technology
for
the
revenue
and
success
of

Bollywood
movies.
His
research
states
that
Indian
film
Industry
is
the
world’s

most
entertainment
one
which
produces
thousands
of
movies
annually.
As
it

mentioned
in
the
study
that
Mainstream
Indian
film
industry
(Bollywood)

produces
the
most
entertainment
segments
relating
to
music
and
live
shows
to

grab
the
possible
viewership
to
max.
Author
here
cited
the
statistics
of
highest

budget
movies.
It
also
explains
about
the
media’s
dominance
in
the

entertainment
industry
where
it
states
that
the
dominance
of
print
media
is
more

on
the
size
and
market
share
and
second
comes
the
Television
with
the
close
high

share
but
lesser
than
the
print
where
as
huge
potential
is
possible
by
the
online

medium
for
advertising.

The
author
cited
the
rough
statistics
of
viewership
of
Bollywood
movies
as
about

14
million
per
day
stating
that
India’s
entertainment
industry
performed
great
the

economy
being
the
fastest
growing
sectors
in
India.
He
also
explains
the
deal
by

the
high
profiles
in
the
industry
where
he
cited
examples
of
Anil
Ambani’s

promoting
Reliance
Big
Entertainment
and
Disney
increasing
the
stake
in
UTV

software
also
how
UTV
spends
a
fortune
to
spend
to
produce
a
film.
He
also

studies
the
publicity
and
promotion
process
after
a
film
is
shot.
The
4ps;
product,

Price,
Promotion,
Place
are
explained
by
the
author
in
the
study
to
understand

the
marketing
process
for
a
film.
It
cited
the
strategies
of
movies
in
e
marketing

involving
e
branding,
mobile
technology
extra.

In
the
conclusion
he
stated
that
conventional
mediums
helps
better
for
a
film.
But

there
are
some
situations
where
conventional
ones
are
used
as
unconventional

for
just
grabbing
attention
from
the
viewers.
At
last
this
may
not
help
a
film
giving

the
100%
success
but
at
least
it
gets
the
audience
at
the
max
which
brings
the

success
further.
The
methodology
used
for
this
study
is
the
qualitative
where
the

author
cited
the
case
studies
and
literatures
for
statistics.
To
understand
the

promotional
techniques,
he
prepared
a
questionnaire
as
to
say
it’s
also
a

quantitative
work
being
involved.

New
Media
Marketing
of
Bollywood
Movies:
Making
a

Difference

-‐ Saifuddin
Ahmed

This
is
a
research
paper
based
on
the
three
case
studies
of
Bollywood

movies
and
their
marketing
strategy
with
the
involvement
of
New
Media.

Thus
it
has
used
the
qualitative
method
as
well
as
some
questions
to
find

the
results.

The
results
witnessed
were
that
moviegoers
are
the
most
affected
by
New

Media
as
they
spend
more
time
in
it
than
traditional
media.
The
music,

video,
television
and
live
entertainment
is
depended
on
Bollywood.
Every

Bollywood
movie
is
treated
as
a
new
product
which
needs
to
be
marketed

effectively.

Marketing
of
movies
are
being
witnessed
since
decades
but
with
time
they

are
altered
to
newer
strategies.
Earlier
marketing
contributed
only
10%
of
a

film’s
success
but
today
it
has
risen
to
50%.

Films
like
‘Raja
Harishchandra’
were
marketed
through
newspaper

advertisements,
handbills
and
publicity
booklets.
Film
websites
are
very

effective
in
promoting
and
creating
awareness
of
the
film
as
the
consumer

will
have
more
access
on
the
internet
than
television.

Firstly
it
provides
the
regular
movie-‐goers
with
movie
timings,
address
of

theatres
and
the
ticket
prices.
Secondly
the
die-‐hard
movie
fans
can
search

for
stories
that
took
place
behind
the
camera.

Innovative
techniques
are
used
by
the
promotional
website
of
‘Jaane

TuYaJaane
Na’
(2008),
which
targeted
the
youth
with
a
website
having

youthful
graphics
as
well
as
they
were
allied
with
MSN
India
and
presented

good
technology
based
advertisements.

Many
actors
like
Aamir
Khan
came
up
with
blogs,
which
are
utilized
to

promote
movies.
Production
houses
has
established
communities
that

comprised
of
promo
clippings,
songs,
wallpapers,
etc.

Taking
the
three
case
studies
in
this
research
paper:-‐

1. Om
Shanti
Om:
This
film
had
a
website
which
included
the
story,
the

case
and
crew
details,
etc.
Trailers
went
viral
on
You
Tube
too.
It
was

for
the
first
time
that
the
Bollywood
music
album
was
available
for

full
download.
In
fact
the
film
merged
with
Nokia
and
made
the

animated
character
of
the
protagonist.

2. Dev
D:
It
was
targeted
towards
youth
who
are
fond
of
innovative

movies.
Depending
on
the
bold
theme
of
the
film,
the
website
had

sassy
colors
and
attention-‐grabbing
graphics.
You
Tube
had

uncensored
videos
of
the
film.
In
fact
the
comments
of

AnuragKashyap
on
the
blog
sites
created
more
buzz,
along
with
social

networking
sites.
With
the
help
of
mobiles
a
creative
concept
of

marketing
was
used,
where
Dev
D
used
a
gimmick
that
by
dialing
a

particular
number
they
will
hear
a
seductive
voice,
but
instead
it
was

some
voice
asking
them
to
visit
the
official
website.

3. Ghajini:
The
official
website
of
Ghajini
featured
songs,
videos,
movie

trailers,
cast
crew,
etc.
The
15
minutes
time
taken
for
logging
(as
per

the
character
of
the
protagonist)
from
the
website
was
an
innovative

style.
A
buzz
was
created
by
journalists
also
while
logging
into
the

media
section.
For
the
marketing
promotion
of
this
film,
the
viral

game
applications
and
social
networking
sites
like
Facebook
also

went
hand-‐in-‐hand.

Even
Tata
Indicom
tied
up
with
Ghajini
where
Aamir
pre-‐recorded

the
date
of
release.
It
was
the
first
Indian
movie
to
launch
a
PC
3D

game
by
FX
Lab
Studios
based
on
the
film
itself.

Ra-‐one
Digital
Campaign:
Case
study
by
Kunal
Anand

Shah
Rukh
Khan’s
Ra-‐One
came
up
with
India’s
biggest
digital
campaign.
Ra-‐
One
also
made
a
record
with
its
marketing
budget
of
9
million
dollars.
On
the

other
hand,
Red
Chilies
Entertainment
stored
Rs.
15
crore
to
promote
their

gigantic
move.

Ra-‐One
has
also
been
the
first
Bollywood
movie
acquiring
3558
in
Alexa

ranking.
Online
promotion
on
Facebook
gave
rise
to
187288
fans,
30,000

followers
on
Twitter
and
more
than
2,
45,000
You
Tube
views.
However,
other

sites
such
as
Google
Plus,
MySpace
and
Orkut
came
up
with
62,
54
and
253

friends
respectively.
On
the
other
hand,
we
also
have
Nokia
which
came
up
with

N.F.C.
(Near
Field
Communication),
smartphones,
which
included
tagged

and

songs
from
the
film,
free
of
cost.

Facebook
not
only
contained
the
same
videos
and
photos
but
it
also
allowed
the

users
to
create
their
own
pages
with
the
first
alphabet
of
their
names.
Then
there

was
this
idea
of
creating
G-‐One
Squad
for
G-‐One
fans.
Plus
it
added
playlists
and

merchandise
store.
Even
the
Ra-‐
One
Playstation
game
and
the
social
games
were

made
by
Indiagames.
Ra-‐
One’s
‘ChammakChallo’
was
also
a
huge
hit
on
Twitter.

SRK’s
podcasts
and
trailers
also
went
viral
on
You
Tube.

Other
things
planned
were
Ra-‐One
logos
on
Formula
One
cars
as
well
as
the

endorsement
by
Lady
Gaga.
Even
a
number
of
toys
were
launched
by
McDonalds

Promotions
of
the
film
Ra-‐one
logos
included
the
likes
of
Formula
One
and
Lady

Gaga
at
the
Formula
One
after
parties.

Case
Study:-‐Barfi!
By
Indian
Media
and
Entertainment

Industry
Report
2013

Barfi!
Is
that
blockbuster
film
which
gained
a
box
office
collection
of
INR
1.26

billion
with
a
cost
of
production
INR
300
million.
The
objective
behind
the

marketing
challenge
of
the
film
was
to
highlight
the
film
and
its
protagonist
as
a

perfect
entertainer
so
that
it
can
overcome
the
serious
theme
of
disability.
They

came
up
with
a
tagline,
“Don’t
worry,
Be
Barfi!”
around
which
the
film
revolved.

This
this
was
carried
all
through
the
campaigns
which
were
associated
with

creative
events,
PR,
alliances,
media
and
digital.

Among
the
different
type
of
campaigns
firstly
they
had
the
‘BarfiBulao’
which
in

association
with
radio
partner
visited
college
students
and
performed
various

activities.
Next
there
was
‘Barfi
Live
Experience’
where
the
music
composer

Pritam
along
with
the
Barfi
Team
performed
in
the
malls
of
different
cities.
Thirdly

the
idea
of
music
alliances
was
put
in
use
where
Ranbir
Kapoor
with
his
Barfi
look

visited
several
reality
and
fiction
shows
along
with
Priyanka
and
Ileana.
Other

than
that
there
was
Barfi
Marathon
on
Zee
TV,
the
Barfi
news
series
on
TV
Today

and
the
film
was
also
integrated
by
the
“Cholbe
Na”
campaign
on
ABP,
as
well
as

the
‘Fatafati’
song
sung
by
Ranbir
also
boosted
the
fun
in
the
campaign.

Then
digital
campaigns
included
campaigns
which
gave
a
chance
to
win
prizes,

plus
there
was
a
digital
app
created
on
You
Tube
which
went
viral
in
two
weeks.

Café
Coffee
Day
got
allied
with
the
film
and
endorsed
Café
Coffee
Day
outlets

across
India.

Others
like
Monte
Carlo,
Panasonic,
Vodafone,
etc.
got
associated
through

different
forms
of
media.
Thus
in
these
ways
Barfi
came
up
with
innovative

marketing
skills
and
achieve
90%
audience
on
the
week
of
release.

A
Case
Study
in
360
Degree
Marketing:
Zindagi
Na

MilegiDobara

-‐ Amrita
Beri

Zindagi
Na
MilegiDobara
was
portrayed
as
a
“coming-‐of-‐age
road-‐trip”

movie
about
three
companions.
Thus
this
film
revolves
around
friendship

and
romance.
The
target
audience
was
the
all
types
of
age
group.

There
was
a
lot
of
in-‐brand
building
in
the
movie.
Aquafina
Adventure

Partner
Mountain
Dew
was
associated
with
this
film.
The
launched
a
TVC

with
the
film
to
illustrate
that
adventure
sports
is
a
vital
slice
of
the
movie

with
the
USP
of
Mountain
Dew.
“DarrKeAgeyJeet
Hai!’.

Then
came
the
promotion
through
Life
Insurances
which
went
hand-‐in-‐
hand
with
the
title
of
the
movie
meaning
“After
all
you
have
only
one
life
to

live”,
thus
setting
up
a
beneficial
TVC
resonating
with
the
brand.
A
360

degree
marketing
was
also
carried
in
the
country
in
hoardings,
internet.

Special
screenings,
etc.

The
Land
Rover
Discovery
four
was
used
by
the
actors
to
go
for
a
road
trip

from
Mumbai
to
Delhi
and
promote
the
film
which
was
an
innovative
step.

Along
with
that
they
also
halted
at
various
cities
and
performed
in
a
public

concert
in
Gurgaon.

Then
was
the
‘JeeyoZindagi’
film
festival
organized
by
UTV
Movies
where

the
best
movies
of
the
stars
were
highlighted.
The
Opium
Electric
Eyewear

which
promoted
itself
and
also
the
movie
with
the
tagline,
“It
empowers

the
real
YOU!”

GoJiyo
being
a
social
platform
to
bond
between
film
and
consumers

highlighted
the
‘LaTomatina’
festival,
thus
executing
a
profile-‐raising

campaign.
Even
based
on
that
festival
‘Jump
Games;
were
also
launched
to

promote
the
movie
using
the
digital
media.
Even
Spain
Tourism
went
for
a

three
hour
advertising
to
promote
the
film
with
the
slogan,
“I
NEED
SPAIN”.

Other
brand
associations
with
this
movie
were
Gillette,
Royal
Enfield,

gaana.com
and
hungama.com,
and
outbound
travel
brand
like
Kuoni.

Farhan
Akhtar
and
RiteshSidhwani
visited
Facebook
India
to
promote
the

film.
The
first
teaser
promo
was
executed
through
online
release.
The

target
was
to
get
a
huge
number
of
audience
from
the
beginning.

How
Biopic
on
Milkha
Singh
‘Bhaag
MilkHa
Bhaag’
created
buzz
on

Social
Media

-‐Prasant
Naidu

The
movie
‘Bhaag
Milkha
Bhaag”,
which
was
inspired
by
Milkha
Singh’s

autobiography
“The
Race
of
my
Life”,
was
declared
a
big
success
on
box

office.
The
social
media
agency
Ignitee
created
the
huge
social
media
buzz

through
Facebook,
Twitter
and
Google
Plus
about
this
film
since
8
months

before
the
launch
of
this
movie.
They
started
posting
motivational
content

which
educated
the
fans
about
Milkha
and
his
quotes.
After
this
the
teaser

trailer
and
3
songs
were
launched
which
gained
over
2
million
views.

Facebook
apps
were
made
to
engage
with
fans
more.
There
was
the
First

Look
Club
Tabs
gave
the
registered
users
cliquey
content
of
6-‐8
hours

before
it
was
launched
on
social
media
which
included
fresh
stuffs
like

image
and
video.
Other
apps
that
were
generated
during
the
film

promoting
campaign
were
the
Chase
Your
Dream
Tab
where
the
fans
had

to
share
a
genuine
dream
and
the
app
provided
with
a
customized
with
the

users
name
and
dream,
and
the
Milkha
Fan
Art
Tab
was
about
creating

numerous
user
spawned
matter
on
Milkha
or
the
film
using
related
images

on
the
net
and
the
best
entries
got
a
chance
to
meet
the
actors
of
the
film.

On
the
other
hand
there
was
a
Microsite
created
which
was
basically
for

highlighting
the
immortal
spirit
in
us,
which
was
assisted
by
Facebook,

where
the
profile
pictures
of
the
fan
got
incorporated
in
Milkha’s
mosaic

picture.
Google
Plus
which
was
emerging
with
Hangout
was
also
used
for

the
launch
where
nine
lucky
fans
were
selected/
even
the
trailer
was

launched
there.

Then
came
Twitter
where
all
the
leading
starts
like
Sonam
Kapoor
and

Farhan
Akhtar
were
active
and
had
many
followers
which
helped
them
in

promotion.
The
undertakings
on
Twitter
included
a
trailer
launch
and

awesome
unknown
facts
about
Milkha
-‐
“Salute
Milkha”.
Other
than
that

after
two
days
of
the
movie
launch
movie
tads
and
quizzes
were
tailed.

The
cast
felt
that
the
promotion
of
this
movie
was
not
that
challenging
as

the
actors
had
a
huge
fan
following
and
since
it
was
a
tribute
to
one
of
the

best
sportsperson
of
India.

The
Role
of
Social
Media
and
Digital
Marketing
in
the

Phenomenal
Success
of
Chennai
Express.

-‐
Persistent
Systems

Mainstream
film
makers
and
production
launches
a
promotion
such
that
tickets

are
sold
and
their
box
office
goals
are
satisfied.
Thus
Social
media
out
passed

traditional
marketing
as
it
provides
two-‐way
and
direct
relationships
with
the

target
audience.Even
the
movie
critics,
actors,
etc.
are
there
on
social
media
to

create
a
buzz.
In
the
case
of
Chennai
Express,
both
the
leading
actors
Shah
Rukh

Khan
and
DeepikaPadukone
had
loyal
fans
on
social
media
like
Facebook
and

Twitter.SiddheshBhabe,
CEO,
eMee
Business
Head
of
Persistent
Systems

commented
for
this
case
study
“Shah
Rukh
Khan
is
a
truly
global
Indian
Brand
and

his
intellect
and
charm
has
earned
him
the
love
and
respect
of
millions
of
loyal

fans
worldwide.
For
a
movie
that
is
as
much
about
resurgent,
multi-‐cultural,

modern
India
as
it
is
about
the
universal
language
of
love,
social
media
presented

the
perfect
media
for
engaging
fans
across
geographies
and
cultural
boundaries

while
presenting
an
unbeatable
ROI
on
the
marketing
dollars.
”

In
fact,
the
film
was
released
during
Eid-‐ul-‐Fitr,
and
that’s
when
social
media

was
pretty
much
engaged.
Shailja
Gupta,
the
Creative
and
Digital
Strategy

Consultant,
Chief
Digital
Strategist
for
Chennai
Express
evaluated
people’s
likes

and
engagement
levels
by
using
Actionable
Insights.
The
Actionable
Insights
were

provided
by
Big
Data
Analytics,
which
is
a
variety
of
in-‐house
and
off-‐the
shelf

tools.
Along
with
the
initial
teasers,
campaigns
and
trailers
the
sentimental

analysis
based
on
the
approach
of
North
Indians
and
South
Indians
were
also

taken
into
account.

We
came
across
innovative
video
based
games
“Rahul
meets
Meena”

during
the
cross-‐pollination
of
Social
Networking
sites,
where
Facebook,
Twitter

and
You
Tube
were
hyperlinked.SMSs,
native
apps
and
games
were
also
utilized

to
createa
pre-‐loaded
buzz
like
the
official
game
of
the
movie
“Chennai
Express-‐

the
escape
from
Remshwaram”.
The
“permission
based
SMS
marketing”
was
used

for
the
non-‐internet
users.
Chennai
Express
had
750
thousand
tweets
in
a
90
day

campaign
period,
thus
it
also
made
a
Twitter
history
in
India.
Innovative
hashtags

were
very
effective
in
keeping
the
buzz
high
like
#lungidance
(the
viral
dance

hashtag),
#CE100crin3Days
(celebrating
box
office
collections
of
hundred
crores

landmark
reached
in
3
days).

Chennai
Express
also
showed
a
symbiotic
relationship
between
brand
and
box

office
hits,
with
18
direct
brand
associations
falling
into
the
categories
of
food
and

beverages,
mobile
and
handsets
and
fast
moving
consumer
goods.
In
fact
there

were
many
brands
which
had
no
connection
with
the
movie.The
digital
marketing

tools
proved
to
be
another
initiative
method
for
the
marketing
of
this
move.
For

brand
building
a
website
was
built
which
hacked
seven
to
eight
browser
based

games
and
there
was
a
huge
buzz
on
the
Twitter
trailer
launch.
Next
came
the

Karaoke
app
for
communicating
through
music.
The
eMee
Social
Reader

accumulated
all
the
data
at
scheduled
intervals
from
social
media
platforms
and

blogs.

Marketing
Case
Study:
Ghajini

-‐ Mayank
Dhingra

Aamir
Khan,
the
Bollywood
actor
with
brilliant
marketing
intelligence,
never

leaves
out
any
golden
chance
to
publicize
his
film.
Dealing
with
Ghajini,
the

internet
marketing
helped
to
a
great
extent.

Firstly
we
are
bound
to
talk
about
his
look
with
that
new
hair-‐do
which

went
viral
online
through
Aamir’s
blog

as
well
as
offline
where
Aamir
and

his
men
ties
up
with
multiplexes
for
the
free
‘Buzz
cut’.

The
websites
like
the
wallofsuspects
and
findghajini
also
played
a
great
deal

in
promoting
the
movie.

As
the
date
of
the
release
of
the
film
was
25th

December,
the
Ghajini
3D
PC

games
were
also
launched
on
that
day.
In
fact
it
was
India’s
first
3D
game.

The
involvement
with
media
through
rememberghajini.com
was
another

smart
step
through
which
Aamir
communicated
with
the
media
regarding

the
film.
Even
the
movie
stills
were
uploaded
on
the
sites
to
utilize
for

promotion.
The
user
getting
redirected
after
logging
in
from
the
home
page

after
15
minutes
was
another
innovative
method.

Tata
Sky
chose
the
actresses
of
GhajiniAsin
was
chosen
as
the
brand

ambassador
for
promoting
the
film.

Van
Huesen
was
inspired
by
the
clothing
of
the
movie
and
so
he
organized

a
fashion
show
where
models
portrayed
Aamir
Khan’s
attire
in
Ghajini.

Along
with
that
there
was
the
association
with
Tata
Indicom
where
Aamir

Khan’s
voice
was
pre-‐recorded
and
it
publicized
the
releasing
date
of
the

film.

Ghajini
eventually
became
the
first
Indian
film
to
launch
a
handset
as
a
slice

of
the
promotional
strategy
when
Samsung
launched
Ghajini
special
models

like
L700
and
M200
which
included
songs,
wallpapers,
etc.
E

Even
Khan
went
to
the
extent
of
keeping
replicas
of
Ghajini
sculptors
in

different
multiplexes
in India.

Fox
Traveler,
Jabong
And
Close
Up
Promote
Yeh
Jawaani
Hai

Deewani
With
Fans
On
Social.

-‐Prasant
Naidu

Bollywood
and
social
media
marketing
have
joined
hands
and
incorporated

brands
as
movies
are
aiming
to
achieve
social
success.
The
movie
‘Yeh
Jawaani

Hai
Deewani’
which
is
basically
made
for
the
slice
of
youth
population
has

blustered
on
social
media
before
its
release.
They
got
associated
with
brands
like

Close
Up,
Jabong
and
Fox
Traveler
which
helped
them
in
social
media
campaign.

Not
only
this
the
movie
also
made
Facebook
Page
which
had
more
than
386K

fans,
which
distributed
several
content
related
with
the
movie
and
spammed
the

newsfeed
of
the
fans
with
songs,
dialogue
hooks
and
behind-‐the-‐scene
chinwags.

Other
than
that
there
were
also
Facebook
apps
which
kept
the
fans
connected.

Then
we
had
the
active
Twitter
page
which
collected
more
than
8K
followers

where
there
was
interaction
with
the
people
to
push
the
movie.

Fox
Traveler
being
a
reputed
channel
and
having
1.3M
fans
on
Facebook
by

creating
apps
where
the
fans
were
told
participate
in
a
completion
in
which
they

have
to
share
their
thrilling
unforeseen
trip
and
the
best
entries
will
win
movie

ticket
and
will
be
featured
on
Fox
Traveler
Channel.
On
the
other
hand
the

emerging
e-‐commerce
brand
which
has
1.1M
fans
on
Facebook
came
up
with
‘Pin

Up
your
Style’
contest
where
the
winners
were
gifted
vouchers
and
also
contests

where
the
fans
can
meet
the
actress
Deepika
Padukone
and
other
stars
in
the

movie.
Thirdly
there
was
a
‘Question
of
the
Day’
contest
where
the
winners
were

gifted
goodies
from
Jabong.
Thirdly
the
movie
tied
up
with
Close
Up
who
had
1.1

M
fans
on
Facebook
came
up
with
Close
Up
Live
Chat
which
was
an
app
created

by
them
for
the
fans
to
interact
with
the
stars
of
the
movie.
But
the
author
also

suggested
that
messaging
apps
like
WeChat
and
WhatsApp
would
also
be
helpful

if
they
would
be
used
for
the
marketing
of
this
movie.

Gangs
of
Wasseypur
is
brilliant
on
Social
Media
too

-‐Vinaya
Naidu

‘The
Gangs
of
Wasseypur’
website
is
abetted
by
Facebook,
Twitter
and
Viacom
18

YouTube
channel.

For
promoting
the
film
a
pseudo
election
campaign
in
the

name
of
lead
characters
Faizal
Khan
and
Ramadir
Singh,
was
sprung
and
then

after
some
days
Faizal
Khan’s
posters
were
spread
all
over.
The
characters
were

reinvented
on
Twitter
for
congregating
support
online
and
remunerate
the

election.
Ramadir
had
more
than
700
followers.
Twitter
evolved
more
in
the

marketing
case
of
this
movie
than
Facebook.
To
match
with
the
nature
of
the

movie
it
was
all
done
in
Hindi,
although
it
has
been
a
risk.

Facebook
came
up
with
a

video
“Shits
Wasseypuris
Say”
which
contained
the

shots
of
the
‘gallis’
shown
in
the
film
to
show
that
it
was
a
world
pretty
much

unlike
but
was
still
credible.

Just
like
the
film
the
social
media
campaign
is
also
exceptional
which

supplemented
a
lot
of
worth
to
the
film
as
a
brand.
In
relations
with
fan

commitment
and
brand
evoke
the
campaign
happened
to
be
a
good
job.

Content
Analysis
and
Interpretation

As
per
the
topic,
of
my
research
“Innovative
Marketing
Campaigns
done
by

Bollywood
Films”,
I
analyzed
numerous
case
studies
on
the
marketing
and

promotion
of
various
Bollywood
films
and
not
only
that
I
also
went
through
a

number
of
research
papers
which
is
pretty
much
related
with
my
topic.
While

analyzing
I
came
across
one
of
the
most
powerful
movie
marketing
tools
through

which
a
lot
of
movies
have
gained
success
and
has
been
able
to
pull
the
crowd

through
the
innovative
marketing
strategies.

Innovative
strategies
used
by
Bollywood
movies
in
Social
Media

Facebook:
Facebook
emerges
as
one
of
the
most
powerful
social
media
marketing

tool
when
it
came
to
promotion
of
movies.
Every
movie
before
their
release
starts

their
promotion
on
Facebook
by
creating
pages
for
the
movie
as
well
as

spamming
the
news
feed
of
the
fans
with
the
movie-‐related
posts
shared
on
the

official
Facebook
pages
leading
actors
in
the
movie.

§ For
example,
Ra
One
which
is
said
to
have
done
one
of
the
biggest
digital

media
campaign
used
Facebook
to
the
fullest
and
that
was
not
just
for

posting
random
images
and
videos
from
the
film
but
also
permitted
the

users
to
come
up
with
the
first
letter
of
their
names
and
create
their
own

pages,
and
the
official
Ra
One
page
included
playlists
and
some
links
to

merchandise
store.

§ Even
for
like
‘Chennai
Express’
Facebook
collaborated
with
other
social

networking
sites.
In
a
case
study
The
Role
of
Social
Media
and
Digital

Marketing
in
the
Phenomenal
Success
of
Chennai
Express
(Persistent

Systems)
it
was
indicated,
“While
Twitter
is
the
engine
for
viral
content;

Facebook
is
the
more
personal
platform,
where
word
of
mouth

recommendations
work
better.
Chennai
Express’
campaigns
were
designed

in
such
a
way
that
users
of
one
social
network
were
often
asked
to
go
to

another
one
for
the
next
stimulus.
For
example,
the
innovative
video-‐
based
game
“Rahul
meets
Meena”
used
movie
clips
hosted
on
YouTube,

was
deployed
on
Facebook,
and
took
user
inputs
from
Twitter.”

§ Even
before
the
release
of
‘Krrish
3’,
the
film
for
the
first
time
in
the

history
of
Bollywood
launched
Facebook
stickers
which
were
adapted
from

the
characters
of
the
film,
which
were
actually
emoticons
used
for

chatting.

§ The
movie
‘Bhaag
Milkha
Bhaag’
created
a
huge
buzz
online
with
the
help

of
various
Facebook
apps.
An
article
quoted
the
Group
Account
Manager

at
Ignitee
Sufiyan
Khan,
“Milkha
ran
towards
achieving
his
dream
of

representing
India
on
the
world
map,
and
each
of
us
has
a
dream
we
want

to
achieve
in
our
life.
We
wanted
our
fans
to
let
the
Milkha
in
them
out;

the
unique
app
called
‘”Chase
Your
Dream”
was
launched
where
fans
could

create
their
personalized
BMB
cover
photos.”
(Prasant
Naidu
(July
2013,

Lighthouse
Insights).How
Biopic
On
Milkha
Singh
‘Bhaag
Milkha
Bhaag’

Created
Buzz
On
Social
Media).

§ Even
for
the
promotion
of
‘Special
26’
was
also
done
with
innovative

Facebook
apps
like
“Which
Type
of
Con
Artist
Are
You”
and
“Akshay
Special

26”
while
on
the
third
one
Sufiyan
quoted
in
another
article
saying,
“For

the
trailer
launch,
we
tied
up
with
a
3rd

party
app.
The
Facebook
app
that

had
the
exclusive
trailer,
had
a
tweet
button
embedded
called
‘Pay
with

Tweet’.
So
once
a
fan
clicks
on
the
button,
a
tweet
would
pop
up
and
he

would
have
to
publish
on
Twitter
to
see
the
exclusive
video
that
was

released
on
Facebook
4
hours
before
the
normal
launch.”(Prasant
Naidu

(February
2013,
Lighthouse
Insights).
Special
26
Is
Special
On
Social
Media

Too).

§ Other
than
that
we
have
the
film
‘Lootera’
Facebook
came
up
with
apps

like
‘Lootera
Talkies’
which
was
released
with
the
trailer
on
Facebook
page

having
some
200K
fans
where
the
audience
was
permitted
to
book
seats

when
they
manage
to
invite
more
than
five
friends
for
the
amazing
thriller.

Even
the
“Lootera
Radio”
came
up
as
a
music
launch
on
the
page
to
create

an
atmosphere
of
the
50s.
To
engross
the
fans
more,
the
‘Vintage
Camera’

was
introduced
for
the
fans
to
upload
pictures
and
incorporate
different

shades
of
filters
for
the
image.

§ Not
only
that
even
films
like
‘Ship
of
Theseus’
which
were
not
supposed
to

create
much
hype
played
a
great
deal
by
creating
Facebook
apps
like
“Vote

for
your
city”
where
the
dwellers
of
any
city
is
permitted
to
vote
online
to

make
their
city
the
first
one
to
watch
this
film.
Another
article
also
quoted

Shikha
Kapur,
Executive
Director,
Marketing-‐
Studios,
Disney
UTV,
“When

we
decided
on
the
campaign,
we
were
fully
aware
that
people
who
would

vote
for
their
city
will
not
necessarily
go
on
to
buy
tickets
to
watch
the
film.

However,
considering
we
were
experimenting
with
a
platform
release
for

the
first
time
in
India,
it
gave
us
a
good
sense
of
relative
demand
from

different
cities.
At
the
same
time,
it
helped
to
create
a
lot
of
buzz
in

the
social
space.”
(Prasant
Naidu
(September
2013,
Lighthouse
Insights).

How
Bollywood
Movie
‘Ship
Of
Theseus’
Was
Promoted
On
Social
Media).

§ The
film
‘Yeh
Jawaani
Hai
Deewani’
collaborated
with
brands
like
Jabbong,

Fox
Traveler
and
Close
Up
and
created
various
Facebook
apps,
launched

contests
and
held
live
chats
on
Facebook.
Other
than
these
the
page
also

updated
songs
and
the
promos
of
dialogues
as
well
as
funny
stuffs
as
in

what
incidents
took
place
behind
the
scene.

Twitter:
When
Facebook
was
vigorously
playing
its
role
in
the
marketing
of

movies,
Twitter
also
started
playing
its
ace.

§ Movies
like
‘Chennai
Express’
came
up
with
innovative
marketing

techniques
through
Twitter
which
in
fact
made
a
history
in
India
with
its

record
of
followers.
Shah
Rukh
Khan
having
so
many
followers
on
Twitter

boosted
the
overall
result.
With
its
two
hashtags
#ChennaiExpressand

#ChennaiExpressWeekend
,it
was
trending
in
the
top
position.
The

challenge
behind
the
hashtags
was
to
sustain
the
buzz
in
the
country
and

also
worldwide
for
a
long
period
of
time.
An
example
of
this
was
given

in
a

case
study,
“during
the
opening
weekend,
the
team
quickly
realized
that

people
like
talking
about
box
office
numbers,
so
the
hashtag

#CE100crin3Days
was
designed
to
celebrate
the
box
office
numbers
being

reported”
(The
Role
of
Social
Media
&
Digital
Marketing
in
the
Phenomenal

Success
of
Chennai
Express,
Persistent
Systems).

§ Even
in
the
case
of
‘RaOne’
it
had
many
other
Twitter
pages
along
with
the

official
page
where
the
song
‘ChammakChalo’
when
leaked
was
riding
high.

§ For
‘BhaagMilkhaBhaag’,
more
than
the
movie
the
Twitter
pages
of

celebrities
which
already
had
numerous
followers
before
the
promotion
of

the
film
proved
to
be
more
helpful.
Other
than
that
‘Salute
Milkha’
came

up
with
trailer
launce
along
with
quizzes
and
movie
trivia
on
Twitter.

§ The
film
“Gangs
of
Wasseypur”
utilized
Twitter
for
promotion
where
a

pseudo
election
campaign
between
the
characters
in
the
movie
which

were
in
turn
recreated
on
Twitter
and
then
through
the
system
of
online

voting
the
characters
gained
a
good
number
of
followers
in
a
short
span
of

time.
An
article
quoted
the
Group
Account
Manager
at
Ignitee
Sufiyan

Khan,
“So
much
is
the
anticipation
for
this
movie
and
its
soundtrack
that

users
on
Twitter
have
been
starting
hash
tags
to
pressure
the
makers
in
to

releasing
the
music.
And
one
of
them
even
trended
in
Mumbai.”(Vinaya

Naidu
(July
2013,
Lighthouse
Insights).
Gangs
of
Wasseypur
Is
Brilliant
On

Social
Media
Too).

§ Since
Akshay
Kumar
had
a
huge
fan
following
on
Twitter,
Ignitee
used
his

account
when
it
came
to
the
purpose
of
marketing
‘Special
26’
on
Twitter

where
Sufiyan
Khan
quoted,
“Akshay
for
the
first
time
had
sung
a
song
in

the
movie.
So
we
thought
why
not
ask
followers
on
Twitter
what
would

they
like
Akshay
to
sing
for
them.
#Akshaysingforme
which
was
created
for

this
Twitter
campaign
trended
worldwide
and
created
a
lot
of
buzz
about

Special
26.”(Prasant
Naidu
(February
2013,
Lighthouse
Insights).
Is
Special

On
Social
Media
Too).
The
hashtag
#Special26
was
highlighted
on
Twitter

over
48
hours
all
through
the
weekend
as
there
were
a
lot
of
contests
and

quizzes
were
held
which
promised
gift
hampers
and
movie
tickets
and
the

tweets
of
the
lead
actors
with
numerous
followers
were
also
retweeted.

YouTube:
There
was
a
time
when
the
television
were
the
first
one
to
launch
the

trailer
of
the
movies
but
now
YouTube
started
sharing
the
screen
space
too.
Not

only
trailer
but
many
other
innovative
marketing
strategies
are
planned
through

YouTube.
Right
after
Facebook
and
Twitter,
YouTube
is
the
next
big
thing
in
social

media
campaign.
The
views,
the
likes,
the
hyperlinks
with
other
social
networking

sites
like
Facebook
and
Twitter
proves
it
all.

§ The
movie
“Son
of
Sardaar”
was
first
advertised
on
YouTube
with
the
video

of
Ajay
Devgan
performing
the
stunt
of
riding
two
horses
and
soon
as
the

ad
was
over
YouTube
showed
up
the
brand
page
which
gave
rise
to
154

subscribers.

§ ‘Barfi’
also
went
for
a
YouTube
campaign
to
engage
fans.
YouTube
created

a
digital
app
where
which
taught
how
to
flabbergast
girls
at
‘Barfi’s

Pataoshala’
and
Ranbir
Kapoor
in
the
app
was
made
to
do
anything
the
user

wanted.
The
app
had
spread
like
a
wild
fire
with
250,000
users
in
a

fortnight
and
was
said
that
since
1.5
years
happened
to
be
the
best

innovative
strategy
incorporated
on
YouTube
by
Google
India
for
which
it

won
bronze
at
Yahoo
Big
Idea
Chair
Awards.

§ We
have
seen
that
for
the
promotion
of
“Gulaab
Gang”,
the
lead
actress

Madhuri
Dixit
hooped
with
the
YouTube
sensation
Lily
Singh
and
came
up

with
a
profile-‐raising
song
'Mauj
Ki
Malharein'.
Within
just
three
days
of
its

launch
on
YouTube
it
gained
more
than
200,000
views.

§ “Ra.One”
came
up
with
video
page
which
featured
Shah
Rukh
Khan
and

was
a
YouTube
VFX-‐enriched
one.
Along
with
trailers
there
were
awesome

videos
and
podcasts
on
YouTube.
The
views
elevated
above
2,45,000.

§ “Dabanng”
also
scored
a
great
deal
on
YouTube.
The
popular
scenes,
songs

and
the
behind-‐the-‐scene
videos
occupied
the
site
and
it
used
to
get
5000

views
per
day.
On
advertising
exemplary,
Reliance
Big
Home
Video
have

launched
it
as
the
first
blockbuster
in
India
on
YouTube.
In
a
case
study
E-‐

Marketing
of
Bollywood
Movies
(Amit
Kumar,
2012),
indicated
from

another
source
(YouTube
Case
Study
Dabanng),“Over
30%
of
the
views

come
from
discovery
-‐
related
videos
and
YouTube
search.
A
good
12%
also

comes
from
embeds
from
external
sites.
While,
the
attention
span
for
the

full
videos
is
high
in
case
of
movies
like
Dabanng
(50%
attention
span),
the

attention
span
for
short
clips
(average
length
2
minutes)
is
above
average

for
Dabangg
clips.”

Other
social
media
Platforms
and
Websites:
Google
is
also
used
for
marketing
of

movies
along
with
other
inferior
social
media
sites
like
Orkut,
MySpace,
Microsite

and
personal
blogsites
of
acotors
in
the
promotion
of
movie
marketing.

§ In
the
case
of
“Son
of
Sardar”,
Google
Plus
did
not
work
out
very
well
as
it

contained
the
same
things
which
were
carried
by
other
sites.

§ Even
in
the
case
of
“Ra.One”,
Orkut
and
Myspace
turned
out
to
be
very

boring
as
it
had
very
less
followers
and
Google
Plus
where
Shah
Rukh
Khan

was
the
first
Indian
celebrity
to
use
it
did
not
keep
up
to
the
expectations.

§ In
the
year
2011,
at
the
time
of
Diwali,
an
adwords
promotion
was
released

with
“Barfi”
as
the
keyword.
Out
of
curiosity
people
who
searched
for
it
on

Google
happened
to
be
acquainted
with
it
since
then
and
then
was
lucky

enough
to
win
a
box
of
sweets
with
Ranbir
Kapoor’s
autograph
on
it.

§ Films
also
came
up
with
websites
like
in
the
case
of
“Ghajini”
three

websites
were
launched
www.rememberghajini.com,
www.findghajini.com

&
www.wallofsuspects.com.
While
the
first
one
was
created
as
an
official

website,
the
latter
ones
are
for
engaging
with
the
fans
and
bring
curiosity

among
them
regarding
the
film
which
included
cool
stuffs
about
the
movie.

In
fact
Aamir
Khan
also
created
its
own
website
for
promoting
the
film

which
was
more
or
less
like
a
personal
blog.

§ In
a
case
study
(Amit
Kumar,
2012.
E-‐Marketing
of
Bollywood
Movies),
it

said
“The
official
website
of
3
Idiots
–

http://idiotsacademy.zapak.com/idiotsmain.php
and
its
logo
were

interesting
creation.
The
website
takes
visitors
to
different
rooms
of
the

Academy
–
each
of
these
–
the
Director’s
office,
Hostel,
Classroom,
Lab,

Canteen
and
Toilets
that
has
something
interesting
to
offer.”

Games

A
number
of
launches
games
before
the
release
of
their
film
as
marketing

strategy.
Gamification
of
Bollywood
is
trending
as
one
of
the
best
marketing
tools

when
the
target
group
is
youth
and
children.
We
have
seen
that
interactive
games

helps
in
engaging
with
the
audience,
especially
when
people
get
addicted
to
that

certain
game
for
a
particular
period
of
time.
Such
games
go
viral
on
sites
like

Twitter
and
Facebook
and
also
increase
the
participation
of
visitors
by
gifting

movie
tickets
for
scoring
well
for
the
games.
It
captures
the
audience’s
mind
that

such
movies
will
be
go
great.
Well
along
with
publicity,
profitability
is
also
a

reason
behind
these
games.

§ Shah
Rukh
Khan’s
both
movies,
“Ra.
One”
and
“Don
2”came
up
with
games

of
multiple
platforms
like
PS2
and
PC.
Both
the
movies
happened
to
rick
the

film
industry.

§ The
game
which
was
launched
by
the
film
“Zindagi
Na
Milegi
Dobara”
was

based
on
‘La
Tomatina’
festival
where
the
users
play
as
the
lead
characters

and
throw
tomatoes
at
other
to
score
while
throwing
on
women
decreased

the
score.

§ “Singham”
launched
a
mobile
game
based
on
the
movie
where
there
was
a

lot
of
action,
racing,
shooting,
and
fighting
the
enemies
as
the
lead

character.

§ ‘Ghajini”
brought
India’s
first
3D
PC
action
games
called
the
Third
person

Action
game
which
remade
the
location
of
the
film,
scenes,
visuals
to

create
an
atmosphere
of
the
mystery
aired
in
the
film.

§ Even
for
the
promotion
of
“Bodyguard”a
case
study
(Amit
Kumar,
2012.
E-‐
Marketing
of
Bollywood
Movies)
showed,
“Jump
Games
has
launched
the

official
game
of
the
Salman
Khan
-‐
Kareena
Kapoor
starrer
Bodyguard.
The

mobile
game
is
an
adventurous
action
game
based
on
the
movie.
The
game

has
easy
to
use
controls
and
offers
the
players
to
submit
their
scores
on
the

leader
board
to
compare
it
with
other
players
as
well.
The
game
had
been

downloaded
more
than
30,000
times
in
just
over
a
month,
by
the
end
of

December
2011.”

Broadcast
Strategies

For
publicizing
the
films
broadcast
strategies
have
always
been
there
in
the

list
of
marketing
promotions.
The
lead
actors,
director
and
producer
take

the
initiative
to
fulfil
this
task.

§ The
launch
of
music
in
different
TV
Channels
like
Zoom,
9XM,
B4U
Music,

etc.
are

the
ones
which
are
publicizing
upcoming
films
24*7.

§ As
indicated
in
a
case
study
(FICCI
KPMG
Report
2013),
the
film
“Barfi”

came
with
various
media
alliances
on
television,
“Barfi!
Marathon
on
Zee

TV
with
Barfi!
Interacting
with
the
lead
characters
of
three
prime
time

shows
on
the
same
day.
In
another
first,
Barfi!
was
integrated
on
the
‘Barfi!

news
series’
on
the
TV
Today
group
where
Barfi!
walked
through
significant

news
of
the
last
decade
in
his
inimitable
style.
The
‘Cholbe
Na’
campaign
by

DainikBhaskar
and
ABP
Ananda
in
Kolkata
also
integrated
the
film
with

Ranbir
Kapoor
urging
Kolkataites
to
‘Be
sweet,
Be
charming,
be
Barfi’.
The

free
media
worth
of
these
alliances
is
estimated
to
be
around
INR
500

million.”

§ The
cast
of
the
film
going
to
different
cities
and
calling
for
press

conferences
which
are
in
turn
covered
by
news
channels
helps
a
great
deal.

§ Actors
attending
reality
shows
like
Dance
India
Dance,
Indian
Idol,

NachBaaliye
as
guests
openly
market
their
films
and
urge
the
audience
to

go
to
movie
theatres
and
watch
it.
Even
the
contestants
of
the
reality
show

get
free
tickets
who
indirectly
publicize
the
films.

§ The
lead
characters
and
the
directors
also
come
to
radio
stations
for

interviews
and
some
interact
with
fans
too,
Even
the
songs
played
does
a

good
job
in
marketing.

§ In
an
article
(2012,
Brandscape
Worldwide)
Bollywood
Marketing),
it
was

indicated,
“With
a
drastic
increase
in
viewership
of
reality
shows
in
India,
it

has
become
a
must
for
most
stars
to
appear
as
guest
judges
on
these
shows

just
before
their
decisive
box-‐office
Friday.
Actors
Salman
Khan
and
Katrina

recently
appeared
and
also
shook
a
leg
at
the
dance
reality
show
‘Dance

India
Dance’
prior
to
the
release
of
their
movie
‘EkTha
Tiger’.
Another

interesting
example
is
that
of
the
recently
released
movie
‘Aiyyaa’,
where
a

popular
radio
station,
Radio
Mirchi,
modified
their
signature
jingle
to
sound

like
one
of
the
popular
songs
of
the
movie.Sometimes,
a
controversy
can

bring
in
a
lot
of
free
media
coverage
and
create
interest
about
the
film,
like

the
yet
to
release
‘Chakravyuh’.
One
of
the
songs
of
this
movie
accuses

large
business
houses
in
India
of
taking
advantage
of
the
common
man,

which
created
quite
a
ruckus
in
the
corporate
world,
resulting
in
some

corporates
even
suing
the
film
maker.”

In-‐Build
Branding
and
Brand
Associations

Nowadays
films
take
the
steps
of
in-‐build-‐branding
and
brand
association
where

they
publicize
a
certain
brand
in
their
film
and
also
when
the
brand
launches
an

advertisement,
the
lead
characters
shoot
for
it
and
publicize
the
film.
Thus
this
is

profitable
for
both
the
film
and
the
product
brand.

§ In
a
case
study(FICCI
KPMG
Report
2013)
it
indicated,
“Coffee
Day

associated
with
the
film
keeping
the
youth
connect
and
had
Barfi
branded

coffees
and
additional
branding
via
tent
cards,
menu
and
danglers
at
1200

Café
Coffee
Day
outlets
across
the
country.
“
Other
brands
that
got

associated
with
‘Barfi’
are
Mydala.com,
Panasonic,
Monte
Carlo,
etc.

§ Jabbong,
Fox
Traveller
and
Close
Up
got
associated
with,
“Yeh
Jawaani
Hai

Deewani”
through
apps
and
social
networking
sites.

§ “Zindagi
Na
MilegiDobara”
also
went
through
a
lot
of
promotions
with

Mountain
Dew,
ING
Life
Insurance,
UTV,
etc.

§ “Chennai
Express”
promoted
mobile
phones
and
sarees.

Other
innovative
strategies
used
by
Bollywood
movies

Other
than
print
ads,
television,
social
media,
brands,
etc
some
celebrities
went

to
the
extent
of
doing
a
more
successful
campaigns
like
:

§ For
the
promotion
of
“Ghajini”
Aamir
Khan
went
to
the
extent
of
giving

Ghajii
style
haircuts
for
people
in
multiplexes
for
free
and
not
only
that
he

also
influenced
the
workers
of
the
multiplex
to
go
by
that
haircut.

§ “Zindagi
Na
Milegi
Dobara”
lead
actors
conducted
a
road
trip
to
from
Delhi

to
Mumbai
to
promote
the
film.

§ Vidya
Balan
went
all
around
the
cities
of
India
to
promote
her
movie

‘Kahaani’
dressed
up
like
a
pregnant
woman
and
started
with
the
“Missing

Campaign”
where
she
was
looking
for
her
husband
in
the
cities.
This

campaign
went
viral
everywhere.

§ For
the
promotion
of
‘Aashiqui
2’
a
resemblance
of
the
couple
under
the

shelter
of
the
jacket
was
kept
in
inside
the
cinema
halls.
In
one
way
even

the
jacket
brand
was
promoted.

§ Aamir
Khan
promoted
“3-‐idiots”
with
T-‐shirts
where
the
actors
were
posing

in
funny
styles.

§ The
movie
“Barfi”
also
launched
campaigns
like
‘Barfi
Bulao’
where
they
got

in
with
radio
partners
and
interacted
with
college
students.

§ The
promotion
of
the
film
“Dirty
Picture”
was
innovatively
done
in
the

parliament.

§ Dev
D
also
promoted
movies
through
pranks
call.

How
did
the
marketing
tools
help
the
film?

Interpreting
the
content
analysis
I
have
seen
that
the
marketing
tools
which

are
presently
applies
for
the
promotional
strategies
of
Bollywood
films
is

working
very
well
in
most
of
the
cases.
In
some
cases
movies
go
well

because
of
its
content,
while
in
other
cases
it
pulls
the
crowd
through
the

marketing
tool.

§ In
an
article(Soumya
Anantharaman,
2013.The
Marketing
Mantras
of
Bhaag

Milkha
Bhaag's
Success),
it
was
indicated,
“While
the
movie
had
all
its
odds

against
it
-‐
from
reviving
a
forgotten
legend
to
issues
faced
by
the
director

to
selling
the
movie,
today
the
movie
has
become
one
of
the
highest

grossers
of
the
year
and
joined
the
100
crore
club.
One
of
the
important

reasons
behind
such
a
tremendous
success
is
the
high
pitched
and
well

planned
marketing
strategy
that
not
only
made
the
film
the
'crowd-‐puller'

of
the
season
but
also
managed
to
create
an
aura
of
respect
around
it,

without
resorting
to
any
unwanted
publicity
stunts
and
controversies.
The

film
here
proves
that
true
and
sensible
marketing
technique
is
one
of
the

strong
success
mantras
in
Bollywood.”

§ On
the
other
hand,
“RaOne”
whose
content
was
criticized
managed
to
ride

high
because
of
its
innovative
social
media
marketing
campaign.
A
case

study
(Amit
Kumar,
2012.
E-‐Marketing
of
Bollywood
Movies),
indicated

“Ra.One
net
box
office
collections
crossed
INR
100
Crore
marks.
Star
India

bought
the
satellite
rights
for
INR
38
Crore
and
T-‐Series
paid
INR
15
Crore

for
music
rights.
Over
25
brands
associated
with
the
film
paid
a
total
of
INR

52
Crore.
The
UK
government
gave
a
grant
of
INR
20
Crore
for
co-‐producing

the
film
with
a
UK
based
firm.
The
film
made
INR
15
Crore
from
gaming
and

merchandising.”

§ We
have
seen
that
most
of
the
films
like
“Lootera”,
“Chennai
Express”,

“Singham”,
“Dabanng”,
etc.
managed
to
hit
the
box
offices
above
100

crores,
with
its
innovative
marketing
technique.

§ While
there
were
some
films
like
the
“Queen”,
which
scored
well
in
post-‐
release
marketing
through
social
networking
sites.

100 Crore breakup year wise
Year No. of movies Highest (Cr.)
2008 1 114
2009 1 202.47
2010 2 138.88
2011 5 148.86
2012 9 198.78
2013 8 284.27
2014 7 231.85

Source : Bollywood Hungama (www.bollywoodhungama.com/box-
office/special-features/id/200)
Methodology:

In
this
research
I
have
used
the
qualitative
method
of
research
analysis;
or

rather
I
would
call
it
a
content
qualitative
analysis.

As
per
the
obligation
of
the
study,
I
have
used
qualitative
content
analysis

because
in
this
methodology
I
can
obtain
written
articles
or
analyzed
case

studies
and
research
papers
which
are
in
turn
a
product
of
systematic

objective
and
quantitative
analysis.

I
will
take
the
help
of
various
studies
done
my
other
researchers
which
will

help
me
to
solve
my
objectives
with
proofs
and
statements.
Also
the
data

collection
done
by
other
researchers
will
be
very
helpful.

The
case
studies
highlighting
the
marketing
of
different
films
are
be
cited
as

examples
which
included
that
of
“Chennai
Express”,
“YehJawaani
Hai

Deewani”,
“Special
26”,
“Lootera”,
“Ghajini”,
“Ra
One”,
“Barfi”
and
many

other
films
which
crossed
hundred
crore
in
Bollywood.

Conclusion
and
Scope
of
Further
Research:

A
research
be
it
a
long
one
or
a
short
one
is
a
never
ending
process.
The
topic

which
I
did
my
research
on
is
on
a
broad
base.
Since
I
chose
the
qualitative

content
analysis
I
basically
tried
to
bring
out
objectives
of
the
research
through

citations
and
quotes
of
personalities
who
were
related
to
my
topic.
I
just
analyzed

the
works
of
other
researchers
and
the
articles
of
authors.
But
any
other

individual
can
choose
the
same
topic
and
do
this
research
in
quantitative
method

and
analyze
the
data
through
questionnaire
asking
the
audience
several
questions

like
whether
they
depend
on
pirated
or
hall
printed
CDs
or
go
to
the
movie
hall
to

watch
the
movies.
Also
they
can
come
up
with
question
like
whether
they
are

really
influenced
by
the
new
media
as
a
movie
marketing
tool
or
they
watch
it
just

for
the
sake
of
entertainment
or
favourite
actors.

However
to
conclude
the
research
I
will
say
that
according
to
my
content
analysis

I
have
seen
that
the
influence
of
digital
media
or
crazy
innovative
marketing

techniques
done
by
Aamir
Khan
and
Vidya
Balan
are
the
real
cause
behind
the

grand
revenue
success
of
the
movies.
All
mantras
don’t
just
work
because
of

story/script,
direction,
acting
or
music
in
today’s
world,
but
along
with
the
print

media
the
new
media
also
need
to
be
incorporated
to
achieve
the
goal.

Bhabna Bhattacharya_RESEARCH

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