Kabul Express is advertised using a music album while it is primarily a song-less movie. Ekta Kapoor advertised her movies like Krishna Cottage through her leading daily soaps, popular serials.
Marketing strategies are constantly evolving. Bhagam Bhag was launched amidst much hoopla with a race conducted before the movie release in Mumbai, and an added surprise whereby the runners had to unearth gifts hidden at various points. Vivah went on to greet the audience at the theatres with mouth-watering laddoos true to the spirit of the wedding depicted in the film.
A sweet way to showcase a sweet romantic tale.
On the similar lines Ram Gopal Varma's catalogue for Shiva had a khakhi cover similar to an officer's uniform, and Omkara released a coffee table book recounting the events that transpired during the making of the film. It is an acknowledged fact that films marketed effectively have done well at the box office provided the movie is worth a watch.
With the e-age creating a splutter everywhere, movies are now marketed online with reviews, downloads and other features targeting the net-savvy and multiplex audience of the contemporary age. Ms Preeti Desai of the website Hungama notes, "Bollywood movie sites developed by us attract 1-12 million page views a month." Lage Raho Munnabhai was effectively marketed on MSN India's Web site to promote the movie.
Anthony Kaun Hai conducted an online contest wherein the winners could meet the cast of the film.
Coca Cola had a tie up with Dhoom 2 as a promotion strategy signifying the youth culture.
Boman Irani’s photograph will soon figure on the real estate pages of national dailies. And the caption will read, “Beware of this man.” The teaser is meant to caution you against a real estate shark — played by Boman Irani in Khosla Ka Ghosla, a UTV production — who is out to grab any lucrative deal that comes his way. As part of a promotional gimmick, UTV also plans to gift a house to the winner of a contest advertised.
Bhandarkar’s Corporate, the characters sport Allen Solly shirts and trousers.
They use Lenovo’s laptops to seal deals — mostly underhand, though — and lounge on Durian furniture. These in-film product placements reduced production costs while cross promotions (such as the advertisement of Lenovo which uses the film’s clipping showing Bipasha Basu at a board meeting) helped promote the laptop as much as the film. “If the brand and the product are seamlessly woven into the film, there is no reason why it should take away from the film aesthetically,” says Bhandarkar.
In some ways, it was Subhash Ghai who set a precedent by making Aishwarya Rai and Akshaye Khanna share a bottle of Coke in a song sequence in his film Taal released in 1999. That was what is today known as an in-film product placement. “It is a sound marketing and production model. Besides, in real life we are surrounded by brands so in that sense it is realistic,” elaborates Ghai.
But he overused it to such an extent in his film Yaadein, starring Hrithik Roshan and Kareena Kapoor, that the film, released in 2001, is better known as a three-hour long advertisement for Coke, mouth freshener Pass-Pass and the Hero cycle.
Marketing strategies are constantly evolving. Bhagam Bhag was launched amidst much hoopla with a race conducted before the movie release in Mumbai, and an added surprise whereby the runners had to unearth gifts hidden at various points. Vivah went on to greet the audience at the theatres with mouth-watering laddoos true to the spirit of the wedding depicted in the film.
A sweet way to showcase a sweet romantic tale.
On the similar lines Ram Gopal Varma's catalogue for Shiva had a khakhi cover similar to an officer's uniform, and Omkara released a coffee table book recounting the events that transpired during the making of the film. It is an acknowledged fact that films marketed effectively have done well at the box office provided the movie is worth a watch.
With the e-age creating a splutter everywhere, movies are now marketed online with reviews, downloads and other features targeting the net-savvy and multiplex audience of the contemporary age. Ms Preeti Desai of the website Hungama notes, "Bollywood movie sites developed by us attract 1-12 million page views a month." Lage Raho Munnabhai was effectively marketed on MSN India's Web site to promote the movie.
Anthony Kaun Hai conducted an online contest wherein the winners could meet the cast of the film.
Coca Cola had a tie up with Dhoom 2 as a promotion strategy signifying the youth culture.
Boman Irani’s photograph will soon figure on the real estate pages of national dailies. And the caption will read, “Beware of this man.” The teaser is meant to caution you against a real estate shark — played by Boman Irani in Khosla Ka Ghosla, a UTV production — who is out to grab any lucrative deal that comes his way. As part of a promotional gimmick, UTV also plans to gift a house to the winner of a contest advertised.
Bhandarkar’s Corporate, the characters sport Allen Solly shirts and trousers.
They use Lenovo’s laptops to seal deals — mostly underhand, though — and lounge on Durian furniture. These in-film product placements reduced production costs while cross promotions (such as the advertisement of Lenovo which uses the film’s clipping showing Bipasha Basu at a board meeting) helped promote the laptop as much as the film. “If the brand and the product are seamlessly woven into the film, there is no reason why it should take away from the film aesthetically,” says Bhandarkar.
In some ways, it was Subhash Ghai who set a precedent by making Aishwarya Rai and Akshaye Khanna share a bottle of Coke in a song sequence in his film Taal released in 1999. That was what is today known as an in-film product placement. “It is a sound marketing and production model. Besides, in real life we are surrounded by brands so in that sense it is realistic,” elaborates Ghai.
But he overused it to such an extent in his film Yaadein, starring Hrithik Roshan and Kareena Kapoor, that the film, released in 2001, is better known as a three-hour long advertisement for Coke, mouth freshener Pass-Pass and the Hero cycle.