Chennai Express Marketing
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Chennai Express created new paradigms of marketing a film using social media. The film had got an unprecedented response over the social media, with 1 billion cumulative impressions and over 750 thousand tweets over a 90 day period during the campaign. Chennai Express created Twitter history in India as the first film to be listed in the top trends for more than 10 consecutive days. It also became the first Indian film in Twitter history to trend at worldwide no.1 with 2 separate hashtags #ChennaiExpress & #ChennaiExpressWeekend. Shailja Gupta, the digital marketing head for the film also came up with a trailer launch innovation, where users were required to Tweet their comments to make a train move over a virtual rail line from Mumbai to Rameshwaram. The more the tweets, the faster the train moved and as soon as the train reached Rameshwaram, the trailer was released. In addition to exploiting the social media, Chennai Express also used new media promotional tools like an interactive multi-media website, mobile game, karaoke app, etc. Shailja Gupta also won an award for Chennai Express’ marketing from the Wharton Business School in the Entertainment section.
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A market leader has the largest market share in the relevant product market. To remain dominant, the leader looks for ways to expand total market demand and attempts to protect and perhaps increase its current share.
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A market challenger attacks the market leader and other competitors in an aggressive bid for more market share. There are five types of general attack; challengers must also choose specific attack strategies.
How Can Market Followers or Nichers Compete Effectively
A market follower is a runner-up firm willing to maintain its market share and not rock the boat. It can play the role of counterfeiter, cloner, imitator, or adapter.
A market nicher serves small market segments not being served by larger firms. The key to niche-man-ship is specialization. Nichers develop offerings to fully meet a certain group of customers’ needs, commanding a premium price in the process.
As important as a competitive orientation is in today’s global markets, companies should not overdo the emphasis on competitors. They should maintain a good balance of consumer and competitor monitoring.
BOOSTING SKILLSETS: INCREASING THE EMPLOYABILITY OF THE YOUTH
In India, more than 80% of Indians do not possess identifiable marketable skills, which in turn makes it difficult for them to get jobs. The presentation talks about how boosting the skill sets of the youth can help in improving their employability.
Singham Returns Marketing
The marketing objective of Singham Returns was to build a franchise around the film, for which an animated caricature of Singham was created that would appeal to kids.
The film had tied up with Aaj Tak to come up with a special Singham video for their popular animation series ‘SO SORRY!’
With very limited time available for marketing the film, Singham Returns’ Facebook page managed to get more than half a million followers, by mere organic promotions.
The film was also trending on Twitter with hashtags like #SinghamReturns, #AataMajhiSatakli and #BajiraoSingham.
For the first time, a Hindi film had launched an AUGMENTED REALITY app for Android and iOS users. The campaign was also complemented by 2 mobile games: Singham Returns-The Game and Singham Returns- Takedown.
The film had also come up with a range of merchandise that became hugely successful.
A co branded merchandise deal was also signed with Bewakoof.com, in order to widen the film’s reach.
More from Yashovardhan Ganeriwala (7)
How Can Market Leaders Expand the Total Market and Defend Market Share
How Can Market Leaders Expand the Total Market and Defend Market Share
How Should Market Challengers Attack Market Leaders
How Should Market Challengers Attack Market Leaders
How Can Market Followers or Nichers Compete Effectively
How Can Market Followers or Nichers Compete Effectively
BOOSTING SKILLSETS: INCREASING THE EMPLOYABILITY OF THE YOUTH
BOOSTING SKILLSETS: INCREASING THE EMPLOYABILITY OF THE YOUTH
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Chennai Express Marketing
- 3. Twitter History: First film to be listed in the top trends for more than 10 consecutive days. First Indian film in Twitter history to trend at Worldwide No. 1 with 2 separate hashtags #ChennaiExpress and #ChennaiExpressWeekend. 1 billion cumulative impressions and over 750 thousand tweets over a 90 day period during the campaign.
Editor's Notes
- KBC: 21 thousand tweets in 2 years