Movie producers spend 35% of marketing budgets online

TheSmallBigIdea’s Harikrishnan Pillai talks about the role of social media in movie promotions

MUMBAI: Long gone are the days when people decided to go for the movies based on the life-size posters of their favourite ‘stars’ acting in them or watching 90-second long trailers on television. Today, the buzz around a movie starts even before it goes on the floor, all thanks to the ‘good friend’ social media, which allows the producers, directors, and actors to stay in constant touch with the fans through heightened social media activities. Starting from the photos of scripts on actor’s tables to snapshots from reading rooms, to release of the looks and names of the character, to teaser and trailers for not just the movie but individual songs as well, everything has found its way online, grabbing every eye that the movie can even before it goes off the floors. interacted with TheSmallBigIdea CEO and co-founder Harikrishnan Pillai, whose agency was associated with the digital promotions of National Award winning movie ‘Badhai Ho’ last year. More recently, it is making yet another Ayushmann Khurrana film—Bala—a talking point across every social gathering through amazing marketing activites.

Pillai says that the producers of today are very proactive when it comes to marketing their movies across all platforms, including digital. They are involved in every aspect of the movie promotions, beginning from the time their movie is announced.

“They are spending somewhere around 35 per cent on digital activities for promoting their movies, as digital gives them the opportunity of better mass targeting amongst a very interesting audience base. The activities online are interactive in nature and hence give them a better measurability of the ROI they get through marketing,” Pillai said.

On being questioned how controversies around such campaigns impact the execution online, as the audience reactions are real-time, Pillai said that the core strategies remains intact, while certain tactical moves maybe taken basis social sentiments.

TheSmallBigIdea has done promotional digital campaigns for a number of movies including Judgementall Hai Kya, Junglee, Jabariya Jodi, Dream Girl and is gearing up to take several more projects from big production houses.

Pillai belives that acumen around digital has also increased in the past few years and that gives the agencies to perform better online. “Earlier it was just a digital agency, that used to follow what the mainline agencies were doing, but today digital is leading. Also, brands are taking a leadership role. They are aware about the digital world and they know how it can help them,” he said.

Pillai is positive that marketing for movies on digital is going to only increase in the future with producers getting aware of the impact a strong social media strategy has on it.

He also added that the story is taking centre-stage in promotional campaigns than just the actors as production houses are now aware that the audience is willing to watch good stories and not just ‘stars’. According to him, the complete shift in focus from actor to story will still take some time, but a good start has been made in the industry.

Latest Reads
Pizza Hut launches its first ad

MUMBAI: In a complete brand refresh, India’s leading pizza chain Pizza Hut’s new campaign announced a bold & fun campaign using internet star, Bhuvan Bam, being hypnotized by the delicious range of pizzas.  Conceptualized by Creativeland Asia, the new TVCs have one of India’s most popular...

MAM Marketing MAM
Fujifilm India launches ‘Never Stop’ Campaign

Mumbai: Fujifilm India Private Limited, a pioneer in imaging technologies has announced the launch of its latest brand campaign for its globally proclaimed “Never Stop” in India. The digital film focuses on communicating the company’s diverse array of business operations as well as its corporate...

MAM Media and Advertising Ad Campaigns
Santoor launches ‘Pocket Perfumes’ exclusively for West Bengal

MUMBAI: Santoor, India’s one of the leading Soap Brand has announced the launch of Santoor Deo Pocket Perfumes exclusively for West Bengal. The compact pocket-sized perfumes provide consumers floral fragrance-on-the-go. Packed with fresh floral fragrance,Santoor Pocket perfumes aim to lift one’s...

MAM Marketing MAM
How PVR is revolutionizing community movie-viewing in India

India is often the land of contradictions. For everything that is true about India, its opposite is also equally true. It’s no wonder then that despite producing the highest number of movies in the world, India’s screen density remains one of the lowest in the world. 

MAM Marketing Brands
How brands are leveraging Children’s Day for moment marketing

MUMBAI: Gone are the days when marketing only used to target adults with disposable income. Now-a-days, kids are an important constituent of marketing eco-system for brands, as they understand that kids can influence a lot of buying decisions of their parents. It’s no wonder then that 14 November...

MAM Marketing Brands
GroupM India rejigs top management

MUMBAI: GroupM India, the media investment group of WPP, has appointed Sidharth Parashar as President - Investments and Pricing, GroupM India and Ashwin Padmanabhan as President – Partnerships and Trading, GroupM India. As part of this elevation, both Sidharth and Ashwin will join the GroupM...

MAM Marketing MAM
This Children’s Day, SBI Life brings to you an inspiring story of Dipti Gandhi & Muskan Foundation, under its digital property #DilBacchaTohSabAccha

MUMBAI: The celebration of Children's Day in India dates back to 1956. Children are regarded as the ‘future of the country’ and this day is celebrated to increase awareness of their rights, care and education. This Children’s Day, SBI Life Insurance along with Muskan Foundation support the cause of...

MAM Marketing MAM
Tata Motors announces 'India Ki Doosri Diwali' campaign

Extending the festive cheer, Tata Motors announced the launch of its new ‘India ki Doosri Diwali’ campaign, to celebrate the success of its SCV range. Under this offer, for every Tata Motors SCV and Pickup (PU) vehicle bought during the month, the buyer will receive an assured gift through a...

MAM Marketing MAM
Dentsu Impact bags digital mandate for Tea Brands of Tata Global Beverages India

Dentsu Impact’s Bangalore branch has bagged the digital mandate for Tata Global Beverages from its tea portfolio including Tata Tea Premium, Tetley, Kanan Devan, Chakra Gold to name a few. After one year of its successful operations out of Bangalore, this is another key business to be handled by...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories