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Marketing Ghajini

Marketing Ghajini

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Published by nida_shaukat786

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Published by: nida_shaukat786 on Apr 26, 2012
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Marketing Ghajini: Bollywood's BiggestBlockbuster
On December 25, 2008, the much-awaited Hindi film, 'Ghajini' (a revenge drama) wasreleased and it went on to become an instant hit. It opened to packed houses and grossed Rs.320 million in one day worldwide. Its first week collections amounted to Rs. 1 billion inIndia. According to trade observers, it had broken all records set by earlier Bollywood films.The success of the film was widely attributed to aggressive promotional strategies adopted bythe film maker (Geetha Arts) in conjunction with the lead actor of the film, Aamir Khan(Aamir), one of the top actors in the Hindi film industry, who played a vital role in thepromotion of the film.The promotional strategies included viral marketing, ambush marketing, television advertising,multiplex promotion, tie-ups with several well-known brands, and merchandising. In addition tothis, a 3D PC game based on the film was also launched.The distribution strategy was also unique. Experts felt that the makers of Ghajini had raised thebar for film promotion in India. They felt that the rules of film promotion have changed as filmmakers were becoming more and more aggressive in their marketing strategies in their bid toensure that the movie was viewed by the maximum number of people.
» To analyze the promotional campaign for Ghajini and understand the factors that led to itssuccess.» Understand how the company managed to get huge publicity for the film.» Study how the promotions of films had changed with the emergence of new media channelssuch as the Internet.» Study the Indian film industry and explore strategies that film promoters could adopt to ensuregood openings and longer shelf life for their films.
"I think at a time when big opening weekends have become essential for the films' financialsuccess, one needs to create an urgency in people to see the film in the first couple of weeks. Our marketing strategies are focused on creating this urgency."
- Madhu Mantena, Producer, Ghajini, in December 2008.
"Bollywood publicists are clearly putting a whole lot of thought into how to spread the word of mouth. We are seeing more and more meaningful promotional campaigns that not just spread the word about the films but also attempting to give the film a longer shelf-life and emotionalconnect with audiences."
- A Trade Observer, commenting on the promotional strategies of Ghajini, in December2008.
"Historic Hit in 14 Minutes and 52 Seconds"
December 25, 2008, saw the release of the much-awaited film, 'Ghajini'. The film (a revengedrama) opened to packed houses and grossed astaggering Rs. 320 million in a single dayworldwide. Its first week collections amounted toRs. 1 billion in India. With this, Ghajini becamethe biggest grosser at the Indian box office interms of returns in the first week. Trade observersopined that the film was the biggest Bollywoodblockbuster of 2008 and had broken all records setby earlier films. Komal Nahta (Nahta), tradeanalyst and editor, Film Street Journal, said, "Themovie has earned more than Gadar: Ek PremKatha and is comparable to DDLJ.", Commentingon the success of the film, a spokesperson forGhajini said, "Ghajini has had the biggest boxoffice opening and collections this year. It is thefirst movie to cross more than 100 crores in aweek.The collections, as of 31st December, were Rs 140 crores and we are still counting. The posterreads 14 minutes and 52 seconds because Aamir loses his memory every 14 minutes and 52seconds. The money Rab Ne Bana Di Jodi earned in 3 weeks, Ghajini took a week to earn.",The success of the film was widely attributed to the aggressive promotional strategies adopted bythe film makers in conjunction with the lead actor of the film, Aamir Khan (Aamir), one of thetop actors in the Hindi film industry, who played a vital role in the promotion of the film. Thefilm was produced by Allu Arvind (Arvind), a noted south Indian film producer and distributor,
under the banner „Geetha Arts‟.
Established in 1974, Geetha Arts was one of the most reputed production houses in south India.In addition to Hindi films, the banner had delivered several hit films in south Indian languagessuch as Tamil, Kannada, and Telugu. Ghajini was earlier made in Tamil in 2005 and proved tobe a raging hit. It was also dubbed in Telugu, and was again a hit. The success of the Telugu andTamil versions of the film prompted Geetha Arts to go ahead and remake the film in Hindi
Introduction Contd...
The film was made on a budget of Rs. 500 millionwith Rs. 140 million set aside for promotionalactivities. Aamir, being Internet-savvy, madeextensive use of the Internet to promote the film.The promotional strategies included viralmarketing, ambush marketing, televisionadvertising, multiplex promotion, tie-ups withseveral well-known brands, and merchandising. Inaddition to this, a 3D PC game based on the filmwas also launched. The promotional strategiesgenerated so much buzz around the film that theaudiences began to eagerly await its release. Thepaid previews screened before the release of thefilm also attracted audiences in large numbers.Experts opined that while there might be myriadreasons behind the success of Ghajini, the way itwas marketed played a big role in its ultimatesuccess at the box office. The promotionalstrategies adopted by the film makers, online aswell as offline, created such hype around the filmthat people turned up in high numbers to watch itin the theaters. Moreover, the film broke all priorbox office records set by other films since the dayof its release. According to Amod Mehra, trade
analyst, “The film, in its opening spell, has broken
all previous records of super-hit films like Krrish,Dhoom:2, among others. I feel both the producerand the distributor of the film would recover theirmoney with surplus overflow.", Theunprecedented success of the film prompted thefilm makers to launch the film with Englishsubtitles on December 26, 2008.
Promotional Strategies
The unofficial publicity for Ghajini began on March 20, 2008, when Aamir made his first publicappearance with his 'buzz cut' - the hairstyle he sports in the film - at the premier of a Hindi film,

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