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MUMBAI: The government ban on adult-certified content on
television will force the latest Paris Hilton music video
Stars Are Blind to keep away from Indian television.
(The Central Board of Film Certification (CBFC) has issued
an A (Adult) certification for the music video, which is part
of Hilton's debut album Paris).
EMI Virgin India Ltd, which released the album in Mumbai on
22 August, is now taking the web route to fight the TV ban
handicap.
As part of the initiative, Stars Are Blind will be
streamed on www.clinicallclear.com. A four and a half
minute censored version of the video will be available for
the promotional period of two to three weeks. In India, the
album's marketing campaign has been sponsored by Clinic All
Clear shampoo.
Says EMI Music India marketing manager Kaveri Khullar on
the strategies, "This is our opportunity to make use
of the web. Viral marketing, outdoor, print and retail campaigns
are also on the anvil."
Then there are plans in the pipeline to tie up with magazines
like Rave and TimeOut. "The campaigns will
be extended to other websites including Indiatimes.com.
Contests around the same will also be rolled out soon,"
adds Khullar.
Commenting on this association, Hindustan Lever Ltd category
head – hair care, Vipul Chawla said, "As a brand
Clinic All Clear stands for shedding all inhibitions and coming
closer to the opposite sex. Paris is the ultimate seduction
diva who with her style and panache will really appeal to
our target group. Partnering her debut album synegises with
Clinic All Clear's promise of 'confidence to get close'."
It is yet to be seen whether the TV ban on the first single
will affect the marketing of the album here in India. However,
one must also consider the fact that the build up of 'curiosity'
in itself may have a positive outcome for its promotions.
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