|
 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! |
