By ASHWIN PINTO
Indiantelevision.com Team

(11 October 2006 6:00 pm)

MUMBAI: Casino Royale Sony Pictures Releasing of India's biggest film of this quarter releases next month. The company is hoping that this film will fare even better than Spiderman 2.

While that film made around Rs. 350 million in 2004 Sony is hoping that the Bond film which sees Daniel Craig playing the superspy will do better by around 20 per cent. Therefore to get the message out it is rolling out a comprehensive marketing activity that spans all realms - television, print, mobile, outdoor, radio, in multiplexes.

Speaking to Indiantelevision.com on this Sony Pictures Releasing of India manager advertising and promotions Harshvardhan Gangurde says, " We will be releasing 500 prints of the film. It will be dubbed in Hindi, Tamil and Telugu. Our aim with the marketing of the film is to ensure that wherever the consumer is he or she cannot miss the message of Bond's arrival. The television campaign kicks off this weekend. This will run across all channels from the mainstream Hindi channels, to music channels, news channels, movie channels.

"There will of course be the normal 30 second spot. Besides that there will be special content which will be on air two weeks before the film is released. For Pix and Max we will have behind the scenes features. There will be a making of the film in terms of sound bytes from the cast and crew, special footage from the shoot, the experience of shooting in the Bahamas."

Gangurde adds that for news channels too special footage will be given. This will be in the form of interviews as well as some behind the scenes stuff. This will include Craig talking about what it means to play the famous spy. News channels will also probably analyse how Craig has fared in the role. Sony will also be doing SMS based contests where winners can get Bond merchandise. Sony is also looking at offering a grand prize where the winner goes to New York to meet the stars.

The print campaign in newspapers has already started although there is more than a month to go for the film's release. Going forward as is the case with television the print campaign will be a mix of ads and also other content like interviews, biographies.

The Hungamam Mobile tie up: A major component is mobile. As Gangurde points out the mobile offers a touch and feel experience where the user is an active participant. So Sony has tied up with Hungama Mobile to distribute its content. This includes wallpapers, video ringtones, video clips.

In addition a mobile game has been developed where for a fee users can experience playing bond and solving a challenge. Hungama Mobile was chosen because of the relationships it has within the industry. In addition Sony is also looking to rope in a mobile carrier for a content deal.

A Thematic Experience: In the multiplexes Sony is talking to owners in terms of offering visitors a thematic experience. This means that the theatre would offer the look and feel of a casino. This could be in the form of a roulette wheel, ushers dressed in black and white to resemble Croupiers who deal out the chips in a casino.

Sony is also looking at doing contests in multiplexes through booklets. This activity will kick off at least one week before the film's release to build up a sense of anticipation. The mechanics of the on ground activation is being worked upon but Sony is looking at innovations that go beyond the normal hoardings which will in any case be present.

Brand Association: In terms of brands being associated Gangurde says that Sony is looking to rope in three local companies for an association. The Bond franchise has a global association with Omega, Smirnoff, Sony Electronics and Sony Ericsson. All have in product placement within the film.

Omega is doing print ads. The campaign has already broken out in magazines which feature Craig. Sony Ericsson has come out with a special Bond phone. Bond content like wallpapers, ringtones, clips has been embedded. For Sony Electronics products that have placement in the film include the Cybet Shot cameras as well as television sets.

In India the focus is on giving their Sony World chain of stores across the country a Bond thematic look and feel. Smirnoff too is looking at giving users a feel of its association with Bond in pubs and discotheques where people drink vodka. So there could be contests where winners get tickets, roulette wheels.

The Film's Plot: Casino Ropyale is in fact James Bond's first mission. He must stop a banker from winning a casino tournament and using the prize money to fund terrorist activities.