30 December 2008

Ghajini: A lesson in Marketing!


After 25th December:
  • 100% opening day collections with over 1500 prints
  • Over 90 crore business by the end of first Sunday
  • Expected 120 crore by end of first week
  • Best Ever Opening
  • Top film of 2008 already
Before 25th December:
Lets have a look at what the hell happened to get these earth shattering numbers.a sneak peek at the Marketing Strategy for Ghajini :
First Look:
Ghajini's marketing started way back from March 20 when he came out on the premier of RACE with his new BALD look. It actually gave the perfect sneak peek at the two looks of Aamir in the movie.Notice the jacket and rolled up half sleeves?Did anyone say Sanjay Singhania?

And then in November, this photo shot across leading dailies and Aamir without even showing his face and his 8 packs instantly became the talk of the town.

The 8 pack promotion:
Cut back to october 2007 and remember SRK and the ho-hallah around his 6 pack abs.It was only around that time that Aamir silently started working on his own, and just to make it better, he added a pair and made it eight!The fact that the man now had a 8 pack and a fantastic body, he decided to show the world how he got it! Up came the videos with 'Making of Aamir's 8 pack' on all news and entertainment channels.Videos similar to this youtube got thousands of visits!


He even went a step ahead and called a press conference to introduce his trainer and explain his diet chart!

Television appearances
With the TV channels filled with Ghajini promos, Aamir went into overdrive with his interviews, which came in by the day on every news and entertainment channel. Not to forget the guest appearances on reality shows, which is now a sort of a norm.

Offline Promos at Theaters
One of my personal favourite was the 'Theater personnels with Ghajini hair cut' act that he did on the release on Rab ne Bana di Jodi.Simply Fantastic. Imagine going to a cinema hall to watch RNBDJ and you watch all these Aamir Khan look alikes and his life size cut outs. You almost wish that you had come to watch Ghajini!


Co Branding

Tata Sky
started running Ghajini “specials” complete with behind-the-scenes stories of the upcoming film. Samsung launched special Ghajini edition mobile phones of L700 and M200 models. These handsets have preloaded with Ghajini ringtones, pictures and songs.
Tata Indicom started with a outbound dialer service with Khan's pre-recorded voice.
Van Heusen launched Ghajini's apparels in their stores all across India and is backing it with in-store campaigns and giant posters of Khan dressed in formal attire.
Van Heusen also organized a fashion show wherein models along with Aamir sported the Ghajini look.Add a little big of jig and a bit of Guzarish and he had all the TV channels beaming again!

Viral SMS campaign

Remember the chain SMS which threatened to reveal what could possibly be the climax of the film? For those who were not on the mailing list, here it goes...
“Someone killed Aamir’s girlfriend and he lost his memory. Then he tries to find out the killer. Suspense… Aamir himself is the killer. Now enjoy Ghajini!”

I bet this one was proposed by someone at Tata Indicom!!!


Digital Promotion
With so much happening offline, something had to be done online to. And Ghajini makers had that well covered.
Websites like www.rememberghajini.com, www.findghajini.com and www.wallofsuspects.com were built to drive curiousity levels around the movie and provide a movie like experience on the Internet.
Add to that a 3D PC game and a number of mobile games and applications, and you have the digital space busy.

Not to forget that he has his own popular blog, which was a constant source of dope for all those waiting for Ghajini to release.

Final Week controversy
Just to cap it all, we had this 'Ghajini Release Stayed' court notices which threatened to stop the release of the immensely anticipated film a day before 25th December. Naturally, this became breaking news with minute to minute tracking on the latest updates. And after much drama, when the permission was granted, it was like a whole nation had taken a sigh of relief and they could all breath again!


A 10 month Campaign, where we saw Aamir from 8 pack fighting machine to turning in to a barber on the streets of Delhi, is a real case study in motion picture marketing.

To hear from the horse's mouth :

With Ghajini we've opened with the highest number of screens ever. So the marketing needed to have depth and width, so we needed to be very aggressive with the marketing of the film.
And so you did Aamir. You also made me pay 300 bucks for this one. Do read here on how I liked it!

50 comments:

  1. Movie was a typical bollywood BS. But a great business. Excuse my language but i really think that the movie showed deteriorating standards of best film-makers. Bad copy with very old stories of hindi cinema were joined.

    ReplyDelete
  2. That was one of the best marketing campaign I have seen happening in Asia. They covered all the aspects.

    hp laptops reviews - Mobile Prices in Pakistan

    ReplyDelete
  3. 360 direct company and their Reviews team have just redone my company's website and it looks FANTASTIC. She has been a creative collaborator with me for over a year now and I would do not think of making a move on line with our image without consulting them.
    360 Direct

    ReplyDelete
  4. I want to say thanks to you. I have bookmark your site for future updates.
    website design westchester New York

    ReplyDelete
  5. I don`t stop using text messages to promote the services view our website https://www.intistele.com/solutions/chief_of_departments/ of our construction company and inform regular customers about promotions and profitable offers for them. As you know, modern people stick to their favorite gadgets every time. It is thanks to social networks and SMS messages that humanity now receives most of the information. And probably it needs to be used as much as possible.

    ReplyDelete
  6. Only strive to mention one's content can be as incredible. This clarity with your post is superb! Thanks a lot, hundreds of along with you should go on the pleasurable get the job done. MarijuanaMarketing

    ReplyDelete
  7. Ghajini is one of my favourite movies of Aamir Khan. He acted so well in that movie. I just got to know the marketing tactic of ghajini after reading your article.

    ReplyDelete
  8. https://globalwebsolution.net/ was founded in 2013 by Junaid Ali It was in college where he discovered a new and better version of the contemporary brand design agency. One where a global network of independent experts share values and a passion to co-create a world where people connect deeper with the things they love. The discovery was not just a broader vision for brand design, communication.

    ReplyDelete
  9. This is actually good to read content of this blog. A is very general and huge knowledgeable platform has been known by this blog. I in reality appreciate this blog to have such kind of educational knowledge.ถ่ายภาพ อาหาร

    ReplyDelete
  10. I gained new knowledge from well written content of this blog. It is showing some different kind of strategy to keep work better and improve with every new assignment. Gracefully written blogSound Effects

    ReplyDelete
  11. This features the significance of focusing on individuals with posts, remarks, and messages that have some level of attachment with the brand's central advantages and catchphrases.
    Fax Broadcast

    ReplyDelete
  12. Digital marketing goes by many names such as e-commerce marketing, online marketing, and internet marketing. account based marketing

    ReplyDelete
  13. I am grateful for this blog to distribute knowledge about this significant topic. Here I found different segments and now I am going to use these new instructions with new enthusiasm.Fax blast

    ReplyDelete
  14. Enthusiastic words written in this blog helped me to enhance my skills as well as helped me to know how I can help myself on my own. I am really glad to come at this platform.ขอใบอนุญาตโฆษณาอาหาร

    ReplyDelete
  15. Now that is the thing that I call a colossal blog. Wonderfully composed.
    Binance reviews

    ReplyDelete
  16. That way, you can assemble an information base of individuals that will share your presents on their companions and in this manner make the ceaseless chain.buy twitter followers

    ReplyDelete
  17. A Business showcase has not very many clients when contrasted with a purchaser advertise which has expansive quantities of clientsEmery EPS

    ReplyDelete
  18. It is constantly basic to remain one stage in front of your opposition and it's more probable you will do as such with the guide of expert and experienced SEO administrations. SEO Hrvatska

    ReplyDelete
  19. Couldn't have improved myself. Wonderful!
    magento commerce

    ReplyDelete
  20. Great post, please keep on sharing amazing article like this! It makes me happy reading your post. digital marketer

    ReplyDelete
  21. I might want to thank you for the endeavors you have made in composing this article. I am trusting the same best work from you later on too. Much appreciated... Jason Kulpa (Who is our CEO)

    ReplyDelete
  22. There are additionally assets accessible that, for a charge (little now and again), will compose content for you to distribute on your site and SM pages.martazkagan

    ReplyDelete
  23. Wonderful article. Fascinating to read. I love to read such an excellent article. Thanks! It has made my task more and extra easy. Keep rocking. Agencia de marketing digital

    ReplyDelete
  24. I discovered individuals thinking about whether CRM and marketing robotization exists together. site

    ReplyDelete
  25. It is interesting to read your blog post and I am going to share it with my friends.aybabg

    ReplyDelete
  26. If you believe these innovative suggestions will help you enhance and advertise your Digital marketing business efficiently, then do it. The even more you expand your promotion and advertising attempts, you will be able to be successful in your Website marketing business career.increase web traffic

    ReplyDelete
  27. I'm shakshi.I am working in India top most Escort serviceEscorts in Puri.If u want to join the all facility of escortsEscorts in Cuttack.pls call me & whatssapEscorts in Bhubaneswar
    visit the sites.Escorts in Mumbai or follow me.Escorts in jaipur

    ReplyDelete
  28. Hi friends ! I'm Archana Kumari. I like to have bed relationship with different persons rather than with a single man for the whole of life. Not only is this my notion , but also is this fact that secret organs are made for enjoyment.
    Please follow me on the links given bellow.
    Thanks.

    Mumbai Escorts
    Mumbai Call girls
    Escorts in Kolkata

    Escorts in Kolkata
    Escorts In kolkata
    Jaipur Call girls


    Kolkata Escorts
    Call girl in Kolkata
    House wife escorts in Kolkata
    If you are interested in me and my ideology ,then you are invited to my bed.
    ========================================================

    ReplyDelete
  29. Initial You got a awesome blog .I determination be involved in plus uniform minutes. i view you got truly very functional matters , i determination be always checking your blog blesss.
    mason soiza

    ReplyDelete
  30. Not at all like the clear style of AdWeek Magazine, AdFreak presents its substance in an amusing, wry way somewhat reminiscent of the incomparable Defamer. martial arts

    ReplyDelete
  31. A Social Media Marketing Strategy is just the aftereffect of the combination of human capabilities and webtools that permit social communication, trade and sharing to the benefit of a brand..Info Here

    ReplyDelete
  32. Paid advertising is any kind of advertising that you have to pay for, versus owned or earned advertising. With paid advertising, marketers pay the owner of ad space in exchange for use of that space. ... There are several categories, including pay-per-click (PPC), pay-per-impression (PPI), and display ads

    ReplyDelete
  33. Entrepreneurs are making the most out of Facebook and accepting the open door to gauge their execution from both positive and negative remarks on their items and administrations. Visit URL

    ReplyDelete
  34. As social media is ruling our life, social media exposure is now important for all business to gain online visibility. That's why, the importance of social media marketing has become very vital nowadays.
    Read here how to improve social media marketing

    ReplyDelete
  35. Structures are not merely crucial and helpful to the human body.https://socialener.com

    ReplyDelete
  36. Building links is one of the many tactics used in search engine optimization (SEO) because links are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings. There's a right way and a wrong way, however, to build links to your site.

    ReplyDelete
  37. Those who decide to shell out cash for purchasing Facebook fans don't need to understand that they are not as real as they think.https://buyrealsocial.com/buy-real-facebook-post-likes this website let you know how to work with real people.

    ReplyDelete
  38. There's a misconception out there that search engines (SEs) don't read (spider) niche backlinks. They do. Of course, HTML pages are faster to index than a PDF, but they can be indexed. The trick is to know how to set up the PDF to make sure you get maximum pick up by the search engines.

    ReplyDelete
  39. Words have that control, so advertisement duplicate is another point. Your recordings are to be centered around it's identity your conversing with that will watch and tuning in. www.youtube.com

    ReplyDelete
  40. Nice post! This is a very nice blog that I will definitively come back to more times this year! Thanks for informative post. Marketing en arabe

    ReplyDelete
  41. Web marketing is another time of marketing with the presentation of the Web and dynamic developments.https://pxm.com.au

    ReplyDelete
  42. Accreditation by the Better discover this info here Bureau in your area gives your business credibility and has a positive impact with your customers. Build your brand around this affiliation and see how it can support your business growth.

    ReplyDelete