Mumbai, 15th Feb, 06: The terms 'out of the box'
and 'innovative' are bandied around quite a bit in the world of marketing.
But here's a campaign that truly embodies those claims!
RANG DE BASANTI, the Aamir Khan starrer, produced by UTV Motion Pictures
and Rakeysh Omprakash Mehra Pictures, has launched a series of unique
marketing initiatives and tie-ups in the run-up to its January 26th
release.
The tagline of RDB is 'a generation awakens', and the entire marketing
focus went into ensuring that every piece of communication reflected
this theme. From the use of the graffiti wall in the publicity designs
reflecting youth, attitude and rebellion; to ensuring a seamless personality
fit with the brands associated with the film, the aim was to stay
true to the core values of the movie.
Thus followed a series of partnerships that reflect a turning point
in brand-movie alliances in India:
The RANG DE BASANTI SPECIAL EDITION BOTTLES FROM COCA-COLA- For the
very first time in the history of Indian Movie Marketing, the Most-Recognized
Consumer Brand in the World has launched a special edition bottle
- inspired by the spirit of 'Rang De Basanti'. The bottle is packaged
with a wrap-around label featuring the key art of the film - a bunch
of friends who decide to accept responsibility for change taking pride
in their beliefs, thus propagating Coca-Cola's key message - "Piyo
sar utha ke". The unique association has been extended across
specially produced television commercials, print ads and radio spots.
Truly a tie-up that both the film and the brand can boast of "sar
utha ke"!
The RANG DE BASANTI RANGE OF MERCHANDISE IN ASSOCIATION WITH PROVOGUE-
Once again, a first-of-its-kind merchandising and licensing tie-up
in Indian Movie Marketing, wherein the apparel brand Provogue has
launched a whole new range of clothing inspired by 'Rang De Basanti'.
The merchandise gives audiences another 'touch-feel' opportunity to
interact with the brand, with the clothing designs reflecting the
tone, look and message of the film. 'Rang De..-Provogue' merchandise
was launched with a star-studded fashion event in which the cast of
the film (including Aamir Khan) walked the ramp showcasing the apparel,
and vocalists from the film, including Daler Mehndi, performed to
hits from the popular soundtrack of the movie. The event was broadcast
in primetime on Zee TV, driving incredible reach and visibility for
both RDB and Provogue. 'Rang De..' merchandise, which is now available
at key Provogue outlets, was also promoted with full-page print ads
across major cities.
The RANG DE BASANTI-LG ASSOCIATION- 'Rang De Basanti' lends its colors
and vibrancy to the new LGX mobile, specially designed for the new
generation. LG has packed the phone with exclusive wallpapers and
screensavers from the film. The handset celebrates the new generation,
which 'Rang De Basanti' is all about. This association is being promoted
aggressively across media including TV and Print, through an extensive
campaign covering cities and towns across the country.
The RANG DE PAATHSHAALA TOUR IN ASSOCIATION WITH AIRTEL-In an effort
to reach out to Gen Next, the cast and crew of the film visited a
Delhi campus to interact with the students, asking each one of them
to "Express Yourself!" (the Airtel tagline). The student
interactions involved a range of issues about the current state of
the country and our youth - and it has been covered by NDTV to be
aired in the week before the release.
The RANG DE BASANTI AND BERGER PAINTS-Berger Paints celebrates the
colours of 'Rang De…' with a multimedia campaign covering Television,
Print and Outdoor.
The RANG DE BASANTI and CLUB HP- Hindustan Petroleum has tied up with
'Rang De…' in a unique association which involves RDB branding
at 200 key HP petrol stations across the country, including banners,
hoardings and standees at prominent spots.
Mr. Ronnie Screwvala, CEO, UTV says, "We have also tied up with
media partners such as Radio Mirchi, MSN and Channel [V] to ensure
a 360-degree surround impact with viewers for Rang De Basanti. Each
of these partners comes on board with massive media support, which
is a win-win for both parties." He further said, "Even Ten
Sports has been running the 'Rang De...' title track as its anthem
during India-Pakistan matches!"
It is estimated that this revolutionary movie campaign driven by UTV
Motion Pictures, is valued at close to Rs. 10 crores of publicity
for the film - a first in the history of Indian cinema! |
