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 The
music channel is all set to provide a 360 degree marketing spin
to the latest venture Ab Tak Chhappan. The channel will be
promoting the movie, to-be-released on 27 February, across all spheres
of MTV - on-air, off-air and on-line.
Special vignettes, movie specials, tête-à-têtes
with the cast and crew, in-show plugs, movie interstitial, in-show
plugs, contests, and in-store promotions are planned as a countdown
to the movie release, says a company release.
Says MTV Networks India vice president and GM, creative and content,
Cyrus Oshidar, "We've always admired Ram Gopal Varma's style
of filmmaking, which is the most contemporary and cutting edge representation
of Indian cinema. As a channel with similar values, an association
between MTV and Varma Corporation Ltd. is only natural. Ab tak hua
hai AB Tak Chhappan... aagey aagey dekho hota hai kya!"
While Varma Corporation founder Ram Gopal Varma offered, "MTV
is the only channel I, all at The Factory and anyone who's in with
the times, watch. Need I say more?!?"
AB Tak Chhappan stars Nana Patekar and Revati. Set in the
teeming metropolis of Mumbai, this Shimit Amin debut directorial
venture revolves around encounter killings; the protagonist - a
cop who has killed 56 people so far.
MTV has launched a vignette in news format AB Tak News - Special
Report, which showcases the questions and situations surrounding
encounter killings. In this special news vignette, inter-cuts to
the actual film will be aired to make viewers to sit up and listen.
The channel will also be publishing AB Tak Times, a crime
beat news tabloid on encounter killings that will be made available
across the newspaper vendors.
 The
channel will be dedicating a special episode of MTV Big Picture
to AB Tak Chhappan. The channel has even constructed special
jail-like sets for the episode. Besides that, the channel will grill
Ram Gopal Varma, Nana Patekar and other cast and crew members on
the Hot seat all month long. A special vignette Guilty
or not guilty?, to be aired on 26 February at 8.00 pm, has a
VJ posing as a news anchor and interrogating and probing the making
of the film, and presenting behind the scene situations.
Apart from the special content, the channel will also be airing
a nonstop music block AB Tak RGV Festival to present the
best of RGV for an hour daily at prime time. While all the shows
popular MTV shows, Non Stop Hits and Housefull will
highlight the soundtrack from the film while sharing interesting
trivia and masala on RGV films, says the release.
While that apart, MTV has also tied up with coffee chain Barista.
Every 56th customer will get a free coffee shot along with movie
tickets. As for the online promotions, mtvindia.com has designed
contests and games exclusively on AB Tak Chhappan.
Besides AB Tak Chhappan, the channel will also be promoting
movies like Murder at 2, Vishnu Prasad Gaayab Ho Gaya, Naach,
James, D, Boo! Darna Zaroori Hai and Vaastu Shastra.
Whew!
All in all it seems interesting proposition as both MTV and Ram
Gopal Varma have a quirky style. Interestingly, in Varma productions
last successful release Darna Mana Hai, MTV's flagship show
Bakra was the running element in one of the stories. Also
the wry humour and the in-your-face style was so much akin to MTV
style.
Will such heavy duty promotions trickle in great results or will
Bakra be on the Factory products. Time will tell.
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