Ra One- the Extra-Ordinary Sales Promotion by Srk

RA ONE- The extra-ordinary gross revenue forwarding by SRK Ive often heard plurality say, dissipate-making is nothing short of a gamble. And as both gambler will tell you, youve got to gamble huge to triumph huge. Going by this logic, Shah Rukh khan is The compulsive Gambler of the year. Whats at stake, beside the big money invested in RA. ONE of course, is a dream, a vision, an aspiration to coif a film which appeals to kids and kids at heart. In short, attempt a film that appeals to the universal audience. At the alike time, it ought to raise the bar for Hindi films.Also at stake is SRKs once-unchallenged supremacy as the reigning perfection of Bollywood and that elusive thing called reputation. When you invest your repute in your dream project and stick your neck out, you shake off nothing short of a mega-success. I had a precise clear of how well market it. The first clarity was that we wont feature too m whatever images of the film. I didnt want it to be cluttered. I didnt want it to be a hero and a heroine and their son. This is a superhero film and we had to introduce that. Whether people like it or not, my marketing thought is if you keep something in front of people for too long, they consider used to it.So there was this big fear when my costume comes out and me with blue eyes, will it be liked? Small considerations like this which you dont think more than or less while making the film, exclusively when it comes out, people say, you know what, your dadhee (beard) isnt working at all. SRK The daily forwardingal strategy of the media perceptiveness Shah Rukh caravanserai seems to be working when it comes to publicizing his film Ra. one and only(a). He has pushed the film in all(prenominal) way possible through multiple co-branding deals, in-film plans, promotional tie ups, marketing strategies, gaming and merchandising and much(prenominal) more. The Ra. geniusous appetite of King caravanserai seems to be insatiable and everyo ne is being a part of it, whether they guess it or not. The film is thus ending up as the most promoted film till picture SRKs strategy is similar to several Hollywood biggies where promotions head literary argumentrt several months in the lead release. Typically, big star cast videos and mega-budget releases such as Bodyguard, Singham etc start their marketing around eight weeks before release. But SRK has interpreted marketing to a whole new level for a Bollywood movie, says Pritie Jadhav, chief operating officer, P9 Integrated a division of Percept. The makers of Ra. genius are on a marketing blitzkrieg sexual desire International and Shah Rukh Khans Red Chillies Entertainment have brand tie-ups for Ra. One to the tune of Rs. 52 crore of which Rs 12-15 crore has been earmarked for online promotion, an advertising decision maker involved with the promotion of the movie said on condition of anonymity. Brand tie-ups that the marketing spends of the film have been considerably subsidised. Some of the brands with whom tie-ups have been effected are Sony PlayStation, YouTube, Nerolac, McDonalds, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol.sexual desire and Red Chillies have rec all overed part of their huge investment in the film through in-film branding, media endorsements, pre-licensing of argumentation TV and satellite rights, music and otherwise rights Promotion of the film formalisedly began as early as December 2010 when the first poster was published in all leading news papers across the country. The films first look was later unveiled by Khan on his Twitter page on January 1, 2011. Several months later, director Anubhav Sinha announced that he would be launching two teaser pilotless aircrafts of the film during the 2011 play World Cup, a prior nine months before the films actual release date. Ra. One is not a Bollywood film that the audiences have seen before. The kind of size and magnitu de that the film has requires it to be slowly introduced to the audience and that is the very purpose why we are starting the whole communication so early. says Anubhav Sinha The films first theatrical trailer was released three months later to the public. As a way to promote the theatrical trailer, Khan was accompanied by the director on a five city tour, which included such places like Delhi, Chandigarh, Indore and Ahmedabad.During the same event, a 3600ft long fan mail collecting audience wishes and messages for the film was also launched. Strategies which have caught the mental imagery of a population of over a billion Indians * Online Promotions Approx INR 52crore is the estimated total budget shelled out for Ra. Ones marketing, in which INR 15 crore is for online promotions. Usually Bollywood film promotions only starts eight weeks before release but SRK took it in the Hollywood way, from January of this year with his first appearance in Twitter.Later it was the Facebook Fan page that started off its promotion from March SRK and Google YouTube announced a partnership deal on mutual benefits basis. An exclusive video was created by Red Chillies (Khans production company) and was integrated into the YouTube Channel (Ra. One Youtube Channel). The company launched the official customized Ra. One communication thoroughfare of the film on YouTube(a first for an Indian film) where several song and theatrical promos were released to the public, along with videos of the films making, events and uncut footage.The channel also hosts games, including the first social game from India, and contests where participants can create promos from clips, music and dialogues of the film. * Merchandise As a way to promote the film and increase its franchising business, Shahrukh Khan tied up with Seventymm to market a manakin of merchandises related to the film. Products included original G. One tee shirts, coffee mugs, wrist bands, watches, mobile pouches, video cameras, a s well as many other things. Similar products were also available for purchase on the official G.One online store, which was launched alongside the films official website. 90% of the 400. 000 stationery items and toys were sold in 15 days and 100. 000 more have been ordered. The makers spent 1. 5 crore on the mold for the G. One action figure. In addition to this, a jewelery line inspired by the symbol of Ra. One,as well as a series of HCL laptops with customized integrated Ra. One skin59were also made available to the public. These products are designed in-house by Red Chillies, and have been manufactured in China. By October, 50 products will be sold in more than 3,500 stores and e-commerce sites. Comics Red Chillies Entertainment collaborated with UTV Indiagames to disclose digital comics based on the films characters. Written by Khan, the comic featured weekly episodes and served as a prequel to the events happening in the movie * Video games RA. ONE continues to surprise the Indian audience with new innovations on a continued basis. Red Chillies Entertainment had declared a tie-up with Sony Computer Entertainment europium (SCEE) to build a full cycle game on PlayStation platform. The video game version of the movie will be called RA.ONEThe Game and will be available on PS2 and PS3 (through PSN download). This is a newer way of life for Bollywood to create a win-win strategy of both promoting the film as well as create a brand extension strategy for RA. ONE. The film, with its super hero touches, is appropriate to seamlessly use the PlayStation platform and connect with the In youth. * Print adds and billboards Print ads have been booked in all leading publications while 1,700 billboards will turn up the superstar in his superhero gear. This by far the largest collaboration in terms of in terms of billboards for any movie .Somthing or the other we read intimately the movie everday . * Bharat Bhraman Tour Shahrukh Khan is places for Ra. One. The King Khan has started his bharat bhraman and caught with his fans from Kolkata to Delhi. Shahrukh covered cities like Vadodara, Gujarat earlier he was in Chennai for Ra. One audio launch in Tamil and he was in the cities Bangalore , Jaipur and Bhopal Vadodara. SRK did a 36-city tour, which will include several foreign destinations, and one of the highlights of these events will be a 3,600-feet-long fan mail collecting audience wishes and messages. Mobile Engagements and application iPhone / iPad app for the fans, in collaboration with UTVs Indiagames. To talk about the app Ra. One is an arcade first-person shooter game where you can play as G. One to shoot bad guys down with their team leader Ra. One. The game comprises of three terrains Trainyard, London Bridge and waste matter with a total of 89 levels (called Waves in the game), starting with Wave 1 and unlocking as you complete each level. Movie themes ,songs , games , wallpapers all of which form a part of mobile engagments are e asily accessible over the net * Television promotionsAppearances in three major shows (Just Dance , SA RE GA MA PA Lil Champs. Indias Got Talent)in 3 entertainment channels to participating in kaun bangea corerpati. Interviews and teasers are a constasnt attraction nowdays for the viewers . Televison promotion is playing a big role in promoting the film * Selling movie rights Even before its release, Ra. One managed to earn a revenue of Rs132 crore simply by giving away the rights of the movie. The brand equity of film star Shahrukh Khan is unparalleled and his presence in the movie gives a huge tramp to distributors and companies to get associated with the brand.Star India got the rights for Ra. One at around Rs40 crore. Apart from this, the music rights were bought for Rs15 crore by T-Series. The producers got a hit Rs77 crore from Eros Entertainment to own the distribution rights of the movie * Release and Premiere The movie would be released at over 3000 screens in India and over 1000 screens overseas. Apart from this, premieres at international destinations like Dubai, Toronto and London, which have a high popularity for Indian films are on cards.Due to various new marketing strategies adopted by the producers of the movie, Ra. One managed to generate a lot of positive word of mouth. If not for its success, this movie would definitely picture to be a landmark in the Indian film industry for its advertising and marketing strategies. volition promotional overdrive harm RA. One? They need to remain prepared to face the severe criticism if they fail to live up to the expectation by even a bit, and it will be difficult to foregather the hype because they have unveiled almost everything about RA. One.Audience expectations build up with such a high intensity campaign and the risk is that even a small disconnect can boomerang. Thats not the climax the producers would look forward to. The expections are have increased so much that if the film does not fair a ccording to the standards set by the movie then the audience will looking cheated . Nevertheless the first reactions have come in from the trade analyst and they are optimistic about the film. Wow Brilliant Mesmerising Leaves u dumbfounded Blockbuster Indian cinema bar raisd Saw portions of RA. . SRK surpasses himself. - komal Nahata Watched more than an hour of RaOne. Left me amazed. Technological breakthrough. At par with intl films. A superhero film thats super Taran Adarsh These reaction about the movie is only going to create a good word of mouth about the film and this will lead to audience booking there tickets Conclusion All said and make u like the promotions or not but u simply cant ignore the movie. Shahrukh Khan along with his team has made us think about the differentiated strategy implemented across the country .The strategy is here to stay . It has layed down a path that will make other filmmakers to think . As far as the box office collection goes its a trusted short blockbuster. References * Saxena, Manjari (2011-10-24). Ra. One Shah Rukh Khan has another winner. Gulf News. Retrieved 2011-10-24. * SRK concentrates on Ra. One. Filmfare. 2010-05-06. Retrieved 2010-08-22. * Press trustingness of India (2011-10-21). SRK turns salesman to sell RA. One merchandise. CNN-IBN. Global Broadcast News. Retrieved 2011-10-21. * Ra. One Exclusive & Authentic Movie Merchandise.Seventymm. Retrieved 2011-10-20. * Adarsh, Taran (2011-10-21). SRK, Eros take Ra. One to next level. Bollywood Hungama. Retrieved 2011-10-21. * Bhat, Varada (2011-09-19). Bollywoods longest promotion. Business Standard. Retrieved 2011-09-19. * Shah Rukh meets fans on Google Plus Hangout for RA. One chat. CNN-IBN. Global Broadcast News. Retrieved 2011-10-20. * Shinde, Shivani (2011-08-30). Indias first social game for Ra. One. Business Standard. Retrieved 2011-08-29. * Baksi, Dibyojyoti (2011-10-14). SRKs discovery speaks up about RA. One.Hindustan Times. Retrieved 2011-10-15. * J amkhandikar, Shilpa (2011-10-13). A Minute With Shah Rukh Khan. Reuters. Retrieved 2011-10-13. * RA. Ones rampage. Prannoy Roy Publications. 2011-10-14. Retrieved 2011-10-20. * Joshi, Tushar (2011-10-18). RA. One gets an addition. The Times of India. Retrieved 2011-10-18 * NDTV Correspondent (2011-10-13). I am SRK. NDTV. Prannoy Roy Publications. Retrieved 2011-10-13. * Press Trust of India (2011-10-14). Ra. One gets Rs 52-cr promotional push. CNN-IBN. Global Broadcast News. Retrieved 2011-10-14.