Rao one movie marketing campaign

• 1. IMC CAMPAIGNPRESENTED BY- ADITYA M. KARWAGAURAV VERMA

2. THE GAME ISONCATEGORY- BOLLYWOOD SCI- FI FILM 3. MOVIE BY -RED CHILLIES ENTERTAINTMENTRELEASED ON 26 OCTOBER 2011ACTOR- KING KHAN, ARMAN VERMA, TOM WU,ACTRESS- KAREENA KAPOOR, SHAHANA GOSWAMIVILLIAN- ARJUN RAMPALMUSIC- VISHAL AND SHEKHAR, AKON 4. BUDGET-COMPLETE BUDGET- RS.150 CrMOVIE MAKING BUDGET- RS.90- 100 CrMARKETING BUDGET RS. 52 CrDIGITAL MEDIA MAREKETINGBUDGET RS.15 Cr 5. MARKETTING BUDGET WAS PLANNEDVERY NICELYMAJOR SPENT WAS DONE BY THE BRANDSASSOCIATED WITH RA-ONEEVERY BRND ASSOCIATED WITH THEMOVIE SPENT AVERAGE 2Cr.MORE THAN 20 BRANDS WERE ASSOCIATEDWITH IT 6. MARKETING CAMPAIGN STARTED NEARLY10 MONTHS BEFORE THE RELEASEFIRST TEASER CAME OUT ININDIA VS AUSTRALIA QUATER FINALMATCH IN WC 2011FROM JUNE MOVIE WAS MARKETEDAGGRESSIVELYOBJECTIVE WAS TO CREATE PRERELEASEBUZZZ. 7. USPMOVIE WAS MADE ACCORDING TO GLOBALSTANDARDSSPECIAL EFFECTS WERE DESIGNED WITHGLOBAL STANDARDSRED CHILLIES VFX TIED UP WITH MANYGLOBAL FIRMS 8. SUPERHERO SUITS WORN BY SRK ANDARJUN WERE DESIGNED BY ROBERTKURTZMANELECTRICAL EFFECT WERE ADDED INSUITS COSTED 1 Cr/EachBEFORE FINALIZING; 21 SUITS DESIGNSWERE TRIED 9. MUSICMUSIC WAS COMPOSED BYVISHAL AND SHEKHARBACKGROUND SCORE WAS GIVEN BYA.R RAHMANAKON CHHAMMAK CHALLO AN DCRIMINAL -FIRST TIME IN HINDI 10. COLLECTION CONSISTS OF 15 TRACKSIN TAMIL AND TELGU 6 SOUND TRACKSWERE RELEASEDINTERNATIONAL VERSIONS OF CHAMMAKCHHALLO WAS RELEASED TOO 11. PRODUCTION AND POST PRODUCTIONRA- ONE CREW WAS MIXED BAG OFDOMESTIC AND OVERSEAS PERSONNELLOCATIONS WERE DOMESTIC ANDOVERSEASCREW WAS HAVING 5000 PPL AT A TIMEHIGHEST IN HINDI CINEMA 12. POST PRODUCTION-MAJOR IDEA CAME WAS TO GET 3DVERSIONTO ARRANGE WHOLE A.V . EFFECTS 1200ARTIST WORKED ON ITFOR 2 AND HALF YEARMAJOR FOCUS OF SRK WAS TO DEVELOPTHESE TECHNOLOGIES IN INDIA 13. FIRST INDIAN MOVIE TO HAVE OFFICIALWEBSITE RANK 3558 IN INDIAYOUTUBE CHANNEL- 1,79,42965+ 14. GOOGLE WAS ASSOCIATED WITH RA-ONESPECIAL THEMES WERE DESIGNED ,HOMEPAGES , THEMESFACEBOOK- FANS 187,288+FIRST MOVIE TO BE MARKETED ONGOOGLE+ ,SRK DID LIVE CHAT WITH FANSTWITTER-30000+ FOLLOWERS 15. MY SPACE -ORKUT-THESE WERE ONLY THE OFFICIALCHANNELS OF RA-ONEOTHER PAGES OF ASSOCIATES, FANS WEREALSO POSTING ABOUT RA-ONE 16. SRKS TWEETS WERE RELATED TO RA-ONEEVERYTHING RELATED TO MOVIE WAS ONSOCIAL MEDIAAKON TRIP TO INDIA FOR RECORDINGCHAMMAK CHALLO WAS A BUZZ..NO STONE WAS LEFT UNTURNED 17. T.VSTAR INDIA NETWORK WAS OFFCIALPARTNER FOR RA-ONESRK PROMOTED RA-ONE ON EVERYREALITY SHOW AT THAT TIMEADVANTAGE EVERY SHOW WAS NEARINGTO THEIR GRAND FINALE 18. WAS GETTING MAXIMUM TRPKBC-3,INDIAS GOT TALENT,DANCE INDIA DANCESARE GAMA PAMANY MORE..FIRST TIME IN BOLLYWOOD MUSICLAUNCH PARTY OF 4 HRS WAS ON T.VTELECAST RIGHTS WERE GIVEN FOR-10Cr 19. P.R WAS HANDELLED AMAZAINGLYPRINT MEDIA-1700 BILLBOARDS WERE GIVEN INREGIONAL AS WELL AS NATIONAL PAPERSSPECIAL SUPPLEMENTS WERE PUBLISHEDDURING HOLIDAYS FOR KIDSCOMICS WERE PUBLISHED POST RELEASE 20. PROMOTIONAL VISITSSRK VISITED 36 CITIES FOR PROMOTION OFRA- ONEDURING THIS VISITS FIRST TIME 36000FEET LONG FAN MAIL WAS CIRCULATEDAMONG FANSVISITS WERE WELL PLANNED ANDPUBLICIZED 21. BRAND ASSOCIATIONALMOST 22 BRANDS HAD TIE UP WITHRA-ONE BEFORE RELEASENUMBER INCREASED LATERIT WAS WIN WIN POLICY FOR BOTH 22. RA-ONE NOT TAKEN MONEY FROMSPONSORS FOR ASSOCIATINGTHEY ASKED BRAND TO MARKET THEMOVIE WIT H THEIR PRODUCTSBRANDS ON AVERAGE SPENT 2 Cr FORPROMOTIONIT USED TO VARY BRAND TO BRAND 23. MANY THINGS WERE DONE BY BRANDS TOPROMOTE THE PRODUCT WITH RA-ONELIKEGAMING CONTESTSLUCKY DRAWRA-ONE TOYSMERCHENDISESPECIAL GIFTSOPPORTUNITY TO MEET SRKRA-ONE GAME, MOB APPSAS MOVIE WAS TARGETTED FOR FAMILYAND SPECIALLY FOR KIDS 24. BRAND ASSOCIATIONOFFERS GIVEN BY THEM TO PROMOTEBOTH 25. AT THE TOP IN i PHONE FREE GAMES 26. BRAND ASSOCIATIONWITH F1 TEAM TOGET GLOBALEXPOSURE SYMBOLOF SPEED ANDTOUGHNESS 27. SONY PLAY STATION-2 28. ONE HOURSHOW WITHDISCOVERY ONMAKING OFRA-ONENOKIA CAMEUP WITH APPSAND GAMES,THEMES 29. CONTEST BY STAR INDIA NETWORK 30. BUY A PRODUCT AND WIN THEPRIZE- DISCOUNTS AND MANYMORE 31. MANY ,MANY AND MANY MORE.. Green Ply Videocon Tommy Hilfiger Ducati Volkswagen HCL 32. PRE-RELEASE RESULTSTHE EXTENSIVE MARKETING CAMPAIGNWAS WORTHTOPPED A NUMBER OF POLLS GAUGINGTHE MOST AWAITED BOLLYWOOD FILMSOF THE YEAR 33. PRE RELEASE EARNINGSDISTRIBUTION RIGHTS BOUGHT BY EROSINTERNATIONAL FOR 77CrTELEVISION RIGHTS WERE BOUGHT BYSTAR INDIA FOR 35Cr.MUSIC RIGHTS WERE BOUGHT BY T-SERIESFOR 15Cr.GAME FOR 5Cr. 34. TOTAL- 132 Cr.HIGHEST PRERELEASE EARNING BY ANYBOLLYWOOD MOVIE2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr.PRE- RELEASE ADVANCE BOOKING WASDELIBERATELY STARTED LATECONSIDERING DIWALI TIME ADVANCEBOOKING WAS 60% THAT WAS GRT -TOI 35. SCREENING AND PREMIEREINTERNATIONAL PRIMIERES WERE DONEAT DUBAI, TORRONTO , LONDONTHE FILM WAS RELEASED AT 4000+SCREENS WORLDWIDE3100 SCREENS IN INDIAIT WAS RELEASED IN RUSSIA 2NDBOLLYWOOD FILM AFTER MERA NAMJOKER 36. VISITS TOCITIESBRANDSASSOCIATESOUTLETPLAYSTATIONSONY/NVDIAT.V. ADS/SHOWSRADIO ADCONTESTSWebSiteOVERALL IMC CAMPAIGNVARIOUS CONTESTS ENTRIES WERE DIFFERENTGOODIES TO CHILDERN PREMIERETICKETSAT MUMBAI GRANDGAMING CONTESTORGANIZED BY NVDI ANDREDCHILLES LIVE TELECASTON YOUTUBEWinPREMIEREWITH SRKWINNINGPRIZE PS 3Public Relations at all stagesGOODIESANDTICKETSLoseWHOLE OBJECTIVE WASIMC TO CREATE A BUZZAND MAKE PEOPLE WATCHMOVIE IN HOLIDAYDSPROMOTING IT AS AFAMILY MOVIE 37. POST RELEASE COLLECTION DETAILSAND SUCCESS OF IMC CAMPAIGN 38. EROS INTERNATIONALS RA.ONEBREAKS ALL BOX OFFICE RECORDSFOR ANY HINDI FILM TILL DATEWITH THE BIGGEST EVER GROSSOPENING WEEKEND COLLECTIONSOFRS. 170 CRORE WORLDWIDE 39. HIGHEST SINGLE DAY BOXOFFICE COLLECTIONRS.23.10 Cr.HIGHEST OPENING DAYDIWALI COLLECTIONRECORD14Cr. 40. HIGHEST WEEKEND COLLECTIONS.HIGHEST FIRST WEEKENDOVERSEAS COLLECTION IN THEHISTORY OF INDIAN CINEMA.ENTERED TOP 10 MOVIES OFTHE WEEK IN USA ATRANK 8 41. HIGHEST GROSS EARNERAFTER 3 IDIOTSAND YET TO RELEASE INMANY COUNTRIES THIS IS THE ONLY BOX OFFICECOLLECTION BUT RA-ONEERNED WITH MERCHENDISEHOW MUCH??? 42. LEARNINGSTHIS STRATEGY WAS A DERISKINGSTRATEGY AS PRODUCERS MADE PROFITBEFOERE MOVIE RELEASEWIN- WIN POLICY FOR EVEYONE WILLWORK BUT N EED FOR OPTIMIZATION 43. THANK YOU..ALL