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IMC CAMPAIGN
PRESENTED BY- ADITYA M. KARWA
GAURAV VERMA
THE GAME IS
ON……
CATEGORY- BOLLYWOOD SCI- FI FILM
MOVIE BY -RED CHILLIES ENTERTAINTMENT
RELEASED ON 26 OCTOBER 2011
ACTOR- KING KHAN, ARMAN VERMA, TOM WU,
ACTRESS- KAREENA KAPOOR, SHAHANA GOSWAMI
VILLIAN- ARJUN RAMPAL
MUSIC- VISHAL AND SHEKHAR, AKON
BUDGET-
COMPLETE BUDGET- RS.150 Cr
MOVIE MAKING BUDGET- RS.90- 100 Cr
MARKETING BUDGET – RS. 52 Cr
DIGITAL MEDIA MAREKETING
BUDGET – RS.15 Cr
MARKETTING BUDGET WAS PLANNED
VERY NICELY
MAJOR SPENT WAS DONE BY THE BRANDS
ASSOCIATED WITH RA-ONE
EVERY BRND ASSOCIATED WITH THE
MOVIE SPENT AVERAGE 2Cr.
MORE THAN 20 BRANDS WERE ASSOCIATED
WITH IT
MARKETING CAMPAIGN STARTED NEARLY
10 MONTHS BEFORE THE RELEASE
FIRST TEASER CAME OUT IN
INDIA VS AUSTRALIA QUATER FINAL
MATCH IN WC 2011
FROM JUNE MOVIE WAS MARKETED
AGGRESSIVELY
OBJECTIVE WAS TO CREATE PRERELEASE
BUZZZ….
USP
MOVIE WAS MADE ACCORDING TO GLOBAL
STANDARDS
SPECIAL EFFECTS WERE DESIGNED WITH
GLOBAL STANDARDS
RED CHILLIES VFX TIED UP WITH MANY
GLOBAL FIRMS
SUPERHERO SUITS WORN BY SRK AND
ARJUN WERE DESIGNED BY ROBERT
KURTZMAN
ELECTRICAL EFFECT WERE ADDED IN
SUITS COSTED 1 Cr/Each
BEFORE FINALIZING; 21 SUITS DESIGNS
WERE TRIED
MUSIC
MUSIC WAS COMPOSED BY
VISHAL AND SHEKHAR
BACKGROUND SCORE WAS GIVEN BY
A.R RAHMAN
AKON – ‘CHHAMMAK CHALLO AN D
CRIMINAL’ -FIRST TIME IN HINDI
COLLECTION CONSISTS OF 15 TRACKS
IN TAMIL AND TELGU 6 SOUND TRACKS
WERE RELEASED
INTERNATIONAL VERSIONS OF CHAMMAK
CHHALLO WAS RELEASED TOO
PRODUCTION AND POST PRODUCTION
RA- ONE CREW WAS MIXED BAG OF
DOMESTIC AND OVERSEAS PERSONNEL
LOCATIONS WERE DOMESTIC AND
OVERSEAS
CREW WAS HAVING 5000 PPL AT A TIME
HIGHEST IN HINDI CINEMA
POST PRODUCTION-
MAJOR IDEA CAME WAS TO GET 3D
VERSION
TO ARRANGE WHOLE A.V . EFFECTS 1200
ARTIST WORKED ON IT
FOR 2 AND HALF YEAR
MAJOR FOCUS OF SRK WAS TO DEVELOP
THESE TECHNOLOGIES IN INDIA
FIRST INDIAN MOVIE TO HAVE OFFICIAL
WEBSITE RANK 3558 IN INDIA
YOUTUBE CHANNEL- 1,79,42965+
GOOGLE WAS ASSOCIATED WITH RA-ONE
SPECIAL THEMES WERE DESIGNED ,HOME
PAGES , THEMES
FACEBOOK- FANS 187,288+
FIRST MOVIE TO BE MARKETED ON
GOOGLE+ ,SRK DID LIVE CHAT WITH FANS
TWITTER-30000+ FOLLOWERS
MY SPACE -
ORKUT-
THESE WERE ONLY THE OFFICIAL
CHANNELS OF RA-ONE
OTHER PAGES OF ASSOCIATES, FANS WERE
ALSO POSTING ABOUT RA-ONE
SRK’S TWEETS WERE RELATED TO RA-ONE
EVERYTHING RELATED TO MOVIE WAS ON
SOCIAL MEDIA
AKON TRIP TO INDIA FOR RECORDING
CHAMMAK CHALLO WAS A BUZZ..
NO STONE WAS LEFT UNTURNED …
T.V
STAR INDIA NETWORK WAS OFFCIAL
PARTNER FOR RA-ONE
SRK PROMOTED RA-ONE ON EVERY
REALITY SHOW AT THAT TIME
ADVANTAGE EVERY SHOW WAS NEARING
TO THEIR GRAND FINALE
WAS GETTING MAXIMUM TRP
KBC-3,
INDIAS GOT TALENT,
DANCE INDIA DANCE
SARE GAMA PA
MANY MORE…..
FIRST TIME IN BOLLYWOOD MUSIC
LAUNCH PARTY OF 4 HRS WAS ON T.V
TELECAST RIGHTS WERE GIVEN FOR
-10Cr
P.R WAS HANDELLED AMAZAINGLY
PRINT MEDIA-
1700 BILLBOARDS WERE GIVEN IN
REGIONAL AS WELL AS NATIONAL PAPERS
SPECIAL SUPPLEMENTS WERE PUBLISHED
DURING HOLIDAYS FOR KIDS
COMICS WERE PUBLISHED POST RELEASE
PROMOTIONAL VISITS
SRK VISITED 36 CITIES FOR PROMOTION OF
RA- ONE
DURING THIS VISITS FIRST TIME 36000
FEET LONG FAN MAIL WAS CIRCULATED
AMONG FANS
VISITS WERE WELL PLANNED AND
PUBLICIZED
BRAND ASSOCIATION
ALMOST 22 BRANDS HAD TIE – UP WITH
RA-ONE BEFORE RELEASE
NUMBER INCREASED LATER
IT WAS WIN – WIN POLICY FOR BOTH
RA-ONE NOT TAKEN MONEY FROM
SPONSORS FOR ASSOCIATING
THEY ASKED BRAND TO MARKET THE
MOVIE WIT H THEIR PRODUCTS
BRANDS ON AVERAGE SPENT 2 Cr FOR
PROMOTION
IT USED TO VARY BRAND TO BRAND
MANY THINGS WERE DONE BY BRANDS TO
PROMOTE THE PRODUCT WITH RA-ONE
LIKE…
GAMING CONTESTS
LUCKY DRAW
RA-ONE TOYS
MERCHENDISE
SPECIAL GIFTS
OPPORTUNITY TO MEET SRK
RA-ONE GAME, MOB APPS
AS MOVIE WAS TARGETTED FOR FAMILY
AND SPECIALLY FOR KIDS
BRAND ASSOCIATION
OFFERS GIVEN BY THEM TO PROMOTE
BOTH
AT THE TOP IN i PHONE FREE GAMES
BRAND ASSOCIATION
WITH F1 TEAM TO
GET GLOBAL
EXPOSURE SYMBOL
OF SPEED AND
TOUGHNESS
SONY PLAY STATION-2
ONE HOUR
SHOW WITH
DISCOVERY ON
MAKING OF
RA-ONE
NOKIA CAME
UP WITH APPS
AND GAMES,
THEMES
CONTEST BY STAR INDIA NETWORK
BUY A PRODUCT AND WIN THE
PRIZE- DISCOUNTS AND MANY
MORE
MANY ,MANY AND MANY MORE..
• Green Ply
• Videocon
• Tommy Hilfiger
• Ducati
• Volkswagen
• HCL
PRE-RELEASE RESULTS
THE EXTENSIVE MARKETING CAMPAIGN
WAS WORTH
TOPPED A NUMBER OF POLLS GAUGING
THE MOST AWAITED BOLLYWOOD FILMS
OF THE YEAR
PRE – RELEASE EARNINGS
DISTRIBUTION RIGHTS BOUGHT BY EROS
INTERNATIONAL FOR 77Cr
TELEVISION RIGHTS WERE BOUGHT BY
STAR INDIA FOR 35Cr.
MUSIC RIGHTS WERE BOUGHT BY T-SERIES
FOR 15Cr.
GAME FOR 5Cr.
TOTAL- 132 Cr.
HIGHEST PRERELEASE EARNING BY ANY
BOLLYWOOD MOVIE
2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr.
PRE- RELEASE ADVANCE BOOKING WAS
DELIBERATELY STARTED LATE
CONSIDERING DIWALI TIME ADVANCE
BOOKING WAS 60% THAT WAS GRT -TOI
SCREENING AND PREMIERE
INTERNATIONAL PRIMIERES WERE DONE
AT DUBAI, TORRONTO , LONDON
THE FILM WAS RELEASED AT 4000+
SCREENS WORLDWIDE
3100 SCREENS IN INDIA
IT WAS RELEASED IN RUSSIA 2ND
BOLLYWOOD FILM AFTER MERA NAM
JOKER
VISITS TO
CITIES
BRANDS
ASSOCIATES
OUTLET
PLAY
STATION
SONY/NVDIA
T.V. ADS/
SHOWS
RADIO AD
CONTESTS
Web
Site
OVERALL IMC CAMPAIGN
VARIOUS CONTESTS ENTRIES WERE DIFFERENT
GOODIES TO CHILDERN PREMIERE
TICKETS
AT MUMBAI GRAND
GAMING CONTEST
ORGANIZED BY NVDI AND
REDCHILLES LIVE TELECAST
ON YOUTUBE
Win
PREMIERE
WITH SRK
WINNING
PRIZE PS 3
Public Relations at all stages
GOODIES
AND
TICKETS
Lose
WHOLE OBJECTIVE WAS
IMC TO CREATE A BUZZ
AND MAKE PEOPLE WATCH
MOVIE IN HOLIDAYDS
PROMOTING IT AS A
FAMILY MOVIE
POST RELEASE COLLECTION DETAILS
AND SUCCESS OF IMC CAMPAIGN
EROS INTERNATIONAL'S RA.ONE
BREAKS ALL BOX OFFICE RECORDS
FOR ANY HINDI FILM TILL DATE
WITH THE BIGGEST EVER GROSS
OPENING WEEKEND COLLECTIONS
OF
RS. 170 CRORE WORLDWIDE
HIGHEST SINGLE DAY BOX
OFFICE COLLECTION
RS.23.10 Cr.
HIGHEST OPENING DAY
DIWALI COLLECTION
RECORD
14Cr.
HIGHEST WEEKEND COLLECTIONS.
HIGHEST FIRST WEEKEND
OVERSEAS COLLECTION IN THE
HISTORY OF INDIAN CINEMA.
ENTERED TOP 10 MOVIES OF
THE WEEK IN USA AT
RANK 8
HIGHEST GROSS EARNER
AFTER 3 IDIOTS
AND YET TO RELEASE IN
MANY COUNTRIES …
THIS IS THE ONLY BOX OFFICE
COLLECTION BUT RA-ONE
ERNED WITH MERCHENDISE
HOW MUCH???
LEARNINGS
THIS STRATEGY WAS A DERISKING
STRATEGY AS PRODUCERS MADE PROFIT
BEFOERE MOVIE RELEASE
WIN- WIN POLICY FOR EVEYONE WILL
WORK BUT N EED FOR OPTIMIZATION
THANK YOU…..
ALL

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Ra one movie marketing campaign

  • 1.
  • 2. IMC CAMPAIGN PRESENTED BY- ADITYA M. KARWA GAURAV VERMA
  • 3.
  • 4. THE GAME IS ON…… CATEGORY- BOLLYWOOD SCI- FI FILM
  • 5. MOVIE BY -RED CHILLIES ENTERTAINTMENT RELEASED ON 26 OCTOBER 2011 ACTOR- KING KHAN, ARMAN VERMA, TOM WU, ACTRESS- KAREENA KAPOOR, SHAHANA GOSWAMI VILLIAN- ARJUN RAMPAL MUSIC- VISHAL AND SHEKHAR, AKON
  • 6.
  • 7. BUDGET- COMPLETE BUDGET- RS.150 Cr MOVIE MAKING BUDGET- RS.90- 100 Cr MARKETING BUDGET – RS. 52 Cr DIGITAL MEDIA MAREKETING BUDGET – RS.15 Cr
  • 8. MARKETTING BUDGET WAS PLANNED VERY NICELY MAJOR SPENT WAS DONE BY THE BRANDS ASSOCIATED WITH RA-ONE EVERY BRND ASSOCIATED WITH THE MOVIE SPENT AVERAGE 2Cr. MORE THAN 20 BRANDS WERE ASSOCIATED WITH IT
  • 9. MARKETING CAMPAIGN STARTED NEARLY 10 MONTHS BEFORE THE RELEASE FIRST TEASER CAME OUT IN INDIA VS AUSTRALIA QUATER FINAL MATCH IN WC 2011 FROM JUNE MOVIE WAS MARKETED AGGRESSIVELY OBJECTIVE WAS TO CREATE PRERELEASE BUZZZ….
  • 10. USP MOVIE WAS MADE ACCORDING TO GLOBAL STANDARDS SPECIAL EFFECTS WERE DESIGNED WITH GLOBAL STANDARDS RED CHILLIES VFX TIED UP WITH MANY GLOBAL FIRMS
  • 11. SUPERHERO SUITS WORN BY SRK AND ARJUN WERE DESIGNED BY ROBERT KURTZMAN ELECTRICAL EFFECT WERE ADDED IN SUITS COSTED 1 Cr/Each BEFORE FINALIZING; 21 SUITS DESIGNS WERE TRIED
  • 12. MUSIC MUSIC WAS COMPOSED BY VISHAL AND SHEKHAR BACKGROUND SCORE WAS GIVEN BY A.R RAHMAN AKON – ‘CHHAMMAK CHALLO AN D CRIMINAL’ -FIRST TIME IN HINDI
  • 13. COLLECTION CONSISTS OF 15 TRACKS IN TAMIL AND TELGU 6 SOUND TRACKS WERE RELEASED INTERNATIONAL VERSIONS OF CHAMMAK CHHALLO WAS RELEASED TOO
  • 14. PRODUCTION AND POST PRODUCTION RA- ONE CREW WAS MIXED BAG OF DOMESTIC AND OVERSEAS PERSONNEL LOCATIONS WERE DOMESTIC AND OVERSEAS CREW WAS HAVING 5000 PPL AT A TIME HIGHEST IN HINDI CINEMA
  • 15. POST PRODUCTION- MAJOR IDEA CAME WAS TO GET 3D VERSION TO ARRANGE WHOLE A.V . EFFECTS 1200 ARTIST WORKED ON IT FOR 2 AND HALF YEAR MAJOR FOCUS OF SRK WAS TO DEVELOP THESE TECHNOLOGIES IN INDIA
  • 16.
  • 17. FIRST INDIAN MOVIE TO HAVE OFFICIAL WEBSITE RANK 3558 IN INDIA YOUTUBE CHANNEL- 1,79,42965+
  • 18. GOOGLE WAS ASSOCIATED WITH RA-ONE SPECIAL THEMES WERE DESIGNED ,HOME PAGES , THEMES FACEBOOK- FANS 187,288+ FIRST MOVIE TO BE MARKETED ON GOOGLE+ ,SRK DID LIVE CHAT WITH FANS TWITTER-30000+ FOLLOWERS
  • 19. MY SPACE - ORKUT- THESE WERE ONLY THE OFFICIAL CHANNELS OF RA-ONE OTHER PAGES OF ASSOCIATES, FANS WERE ALSO POSTING ABOUT RA-ONE
  • 20. SRK’S TWEETS WERE RELATED TO RA-ONE EVERYTHING RELATED TO MOVIE WAS ON SOCIAL MEDIA AKON TRIP TO INDIA FOR RECORDING CHAMMAK CHALLO WAS A BUZZ.. NO STONE WAS LEFT UNTURNED …
  • 21. T.V STAR INDIA NETWORK WAS OFFCIAL PARTNER FOR RA-ONE SRK PROMOTED RA-ONE ON EVERY REALITY SHOW AT THAT TIME ADVANTAGE EVERY SHOW WAS NEARING TO THEIR GRAND FINALE
  • 22. WAS GETTING MAXIMUM TRP KBC-3, INDIAS GOT TALENT, DANCE INDIA DANCE SARE GAMA PA MANY MORE….. FIRST TIME IN BOLLYWOOD MUSIC LAUNCH PARTY OF 4 HRS WAS ON T.V TELECAST RIGHTS WERE GIVEN FOR -10Cr
  • 23. P.R WAS HANDELLED AMAZAINGLY PRINT MEDIA- 1700 BILLBOARDS WERE GIVEN IN REGIONAL AS WELL AS NATIONAL PAPERS SPECIAL SUPPLEMENTS WERE PUBLISHED DURING HOLIDAYS FOR KIDS COMICS WERE PUBLISHED POST RELEASE
  • 24. PROMOTIONAL VISITS SRK VISITED 36 CITIES FOR PROMOTION OF RA- ONE DURING THIS VISITS FIRST TIME 36000 FEET LONG FAN MAIL WAS CIRCULATED AMONG FANS VISITS WERE WELL PLANNED AND PUBLICIZED
  • 25. BRAND ASSOCIATION ALMOST 22 BRANDS HAD TIE – UP WITH RA-ONE BEFORE RELEASE NUMBER INCREASED LATER IT WAS WIN – WIN POLICY FOR BOTH
  • 26. RA-ONE NOT TAKEN MONEY FROM SPONSORS FOR ASSOCIATING THEY ASKED BRAND TO MARKET THE MOVIE WIT H THEIR PRODUCTS BRANDS ON AVERAGE SPENT 2 Cr FOR PROMOTION IT USED TO VARY BRAND TO BRAND
  • 27. MANY THINGS WERE DONE BY BRANDS TO PROMOTE THE PRODUCT WITH RA-ONE LIKE… GAMING CONTESTS LUCKY DRAW RA-ONE TOYS MERCHENDISE SPECIAL GIFTS OPPORTUNITY TO MEET SRK RA-ONE GAME, MOB APPS AS MOVIE WAS TARGETTED FOR FAMILY AND SPECIALLY FOR KIDS
  • 28. BRAND ASSOCIATION OFFERS GIVEN BY THEM TO PROMOTE BOTH
  • 29. AT THE TOP IN i PHONE FREE GAMES
  • 30. BRAND ASSOCIATION WITH F1 TEAM TO GET GLOBAL EXPOSURE SYMBOL OF SPEED AND TOUGHNESS
  • 32. ONE HOUR SHOW WITH DISCOVERY ON MAKING OF RA-ONE NOKIA CAME UP WITH APPS AND GAMES, THEMES
  • 33. CONTEST BY STAR INDIA NETWORK
  • 34. BUY A PRODUCT AND WIN THE PRIZE- DISCOUNTS AND MANY MORE
  • 35.
  • 36. MANY ,MANY AND MANY MORE.. • Green Ply • Videocon • Tommy Hilfiger • Ducati • Volkswagen • HCL
  • 37.
  • 38. PRE-RELEASE RESULTS THE EXTENSIVE MARKETING CAMPAIGN WAS WORTH TOPPED A NUMBER OF POLLS GAUGING THE MOST AWAITED BOLLYWOOD FILMS OF THE YEAR
  • 39. PRE – RELEASE EARNINGS DISTRIBUTION RIGHTS BOUGHT BY EROS INTERNATIONAL FOR 77Cr TELEVISION RIGHTS WERE BOUGHT BY STAR INDIA FOR 35Cr. MUSIC RIGHTS WERE BOUGHT BY T-SERIES FOR 15Cr. GAME FOR 5Cr.
  • 40. TOTAL- 132 Cr. HIGHEST PRERELEASE EARNING BY ANY BOLLYWOOD MOVIE 2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr. PRE- RELEASE ADVANCE BOOKING WAS DELIBERATELY STARTED LATE CONSIDERING DIWALI TIME ADVANCE BOOKING WAS 60% THAT WAS GRT -TOI
  • 41. SCREENING AND PREMIERE INTERNATIONAL PRIMIERES WERE DONE AT DUBAI, TORRONTO , LONDON THE FILM WAS RELEASED AT 4000+ SCREENS WORLDWIDE 3100 SCREENS IN INDIA IT WAS RELEASED IN RUSSIA 2ND BOLLYWOOD FILM AFTER MERA NAM JOKER
  • 42. VISITS TO CITIES BRANDS ASSOCIATES OUTLET PLAY STATION SONY/NVDIA T.V. ADS/ SHOWS RADIO AD CONTESTS Web Site OVERALL IMC CAMPAIGN VARIOUS CONTESTS ENTRIES WERE DIFFERENT GOODIES TO CHILDERN PREMIERE TICKETS AT MUMBAI GRAND GAMING CONTEST ORGANIZED BY NVDI AND REDCHILLES LIVE TELECAST ON YOUTUBE Win PREMIERE WITH SRK WINNING PRIZE PS 3 Public Relations at all stages GOODIES AND TICKETS Lose WHOLE OBJECTIVE WAS IMC TO CREATE A BUZZ AND MAKE PEOPLE WATCH MOVIE IN HOLIDAYDS PROMOTING IT AS A FAMILY MOVIE
  • 43.
  • 44. POST RELEASE COLLECTION DETAILS AND SUCCESS OF IMC CAMPAIGN
  • 45. EROS INTERNATIONAL'S RA.ONE BREAKS ALL BOX OFFICE RECORDS FOR ANY HINDI FILM TILL DATE WITH THE BIGGEST EVER GROSS OPENING WEEKEND COLLECTIONS OF RS. 170 CRORE WORLDWIDE
  • 46. HIGHEST SINGLE DAY BOX OFFICE COLLECTION RS.23.10 Cr. HIGHEST OPENING DAY DIWALI COLLECTION RECORD 14Cr.
  • 47. HIGHEST WEEKEND COLLECTIONS. HIGHEST FIRST WEEKEND OVERSEAS COLLECTION IN THE HISTORY OF INDIAN CINEMA. ENTERED TOP 10 MOVIES OF THE WEEK IN USA AT RANK 8
  • 48. HIGHEST GROSS EARNER AFTER 3 IDIOTS AND YET TO RELEASE IN MANY COUNTRIES … THIS IS THE ONLY BOX OFFICE COLLECTION BUT RA-ONE ERNED WITH MERCHENDISE HOW MUCH???
  • 49. LEARNINGS THIS STRATEGY WAS A DERISKING STRATEGY AS PRODUCERS MADE PROFIT BEFOERE MOVIE RELEASE WIN- WIN POLICY FOR EVEYONE WILL WORK BUT N EED FOR OPTIMIZATION