INTEGRATED MARKETING COMMUNICATIONAN INTRODUCTION

DEFINITION

IMC is a marketing communication planning concept that recognizes the value of a comprehensive plan.

In 2007 a report by CII-AT Kearney titled 'The new economics of the Indian film industry: creativity and transformation' estimated the Indian film industry was worth around US$1.8 billion in 2006 (around Rs 7,500 crore) and expected to grow at 25% per annum in value terms for the next four years to reach US$4.5 to US$5.1 billion (around Rs 20,000 crore) by 2011.

It is estimated by experts that a “big budget” Hindi movie can cost in excess of US$30 million (around Rs. 120 Crores) with the 'bigness' of the budget is attributable mainly to the high fees paid to 'stars', celebrated music directors, high-end technologies and expensive travel costs to shoot in exotic locations worldwide.

PRODUCT DESCRIPTION Year of release: 26th Jan 2006 Director: Rajesh Omprakash Mehra Casting: Aamir Khan, Soha Ali Khan, Madhavan, Kunal Kapoor, Siddharth Narayan, Sharman

Joshi, Atul Kulkarni, British actress Alice Patten and

veteran Actors - Waheeda Rehman, Om Puri, Kirron Kher

and Anupam Kher in supporting roles. Music composers: A. R. Rahman Lyricist: Prasoon Joshi & Blaaze, an Indian-

based rapper. Budget: Rs. 25 crores Production house: UTV movies

THE COMPETITION

During the time that Rang De Basanti was to be released, the Indian Cricket Team was tour archrivals Pakistan (January 2006).

More traditional completion was from the other high profile movies to be released in 2006 including Hrithik Roshan starrer Dhoom 2, Omkara, Lage Raho Munna Bhai and the other Aamir Khan starrer Fanaah.

Thus Team Rang De Basanti had to ensure that the marketing campaign of the movie connected with the target audience and it translated into financial success.

THE 6 M MODEL

THE 6 M MODEL I. Mission: UTV spent 40% of the film’s production budget on

promotion UTV’s mission was very clear –launch the film with

a bang and ensure maximum collections in the first few weeks.

Tie-up with numerous brands to promote Rang De Basanti with the dual intention of 360 degree promotion while at the same time recovering its production costs through advertising/promotions if not through the sales of its tickets and music rights.

Unique brand image for Rang De Basanti so that the film could gain from co-branding and advertising revenues.

It was this aspect that framed the marketing and communication strategy of Rang De Basanti.

MESSAGE The brand image of Rang De Basanti was centered on its

tagline which read, ‘a generation awakens’ and even the entire marketing campaign of the movie was centered on this theme.

Everything from the use of the graffiti wall (shown in the picture below) in the publicity designs reflecting youth, attitude and rebellion; to ensuring a seamless personality fit with the brands associated with the film, the marketing of Rang De Basanti tried to stay true to the theme of the film.

Though Rang De Basanti had patriotic overtones and its protagonists played the roles of freedom fighters like Bhagat Singh and Chandra Shekhar Azad, it was initially not promoted as patriotic film. (Introduction Phase)

The message that the film sent out was “Be Socially Relevant”.

Internationally, the message to the audience was that the film captured the pulse of the new, vibrant and young India.

MARKET: URBAN YOUTH

Rang De Basanti focused on the urban and educated youngsters of post – independent India, it conveyed their mind-set by portraying their ways and speaking their language.

Rang De Basanti was predominantly marketed towards the cinema going urban youth, and it was quite successful in accomplishing that as youngsters connected with the theme of the movie. The film had a distinct North Indian flavour, having been largely shot in New Delhi, but clever co-branding associations ensured that it connected with the intended Pan-Indian Gen X audience.

Hindi film and the director, Rakesh Omprakash Mehra, used the information from the focus group interviews in order to come up with the true to life story of Rang De Basanti.

Taking tips from various age-old youth imageries around the world, I decided to promote the film in a totally new light. We pulled off a method that appeals to the youth and make them think about the issues around them.

MEDIUM: USED 360 DEGREE INTEGRATED MARKETING MEDIA

COMPANY BRANDING- 1. Coca Cola launched a special edition bottle-

inspired by a spirit of Rang De Basanti. The unique association was extended across specially produced television commercials, print adds and radio spots.

2. Rang de Basanti of merchandise in association with provogue.

3. Rang De Basanti LG association- the movie also lent it colours and vibrancy to LG when it launched the new LG C2500 mobile targeted at the youth. It also launched wallpapers, screensavers and mobile games.

Rang De Pathshala tour in association with Airtel- In an effort to reach out to gen next the cast and crew of the film visited collage campuses to interact with the students, asking each one of them to “express yourself”(the Airtel tagline).

Rang De Basanti in Berger paints- Berger paints tied up with the film with a multimedia campaign covering television, print and outdoor.

Rang De Basanti and Club HP- 1. HP petrol stations across the country

promoted RDB banners, hoardings and standees at prominent spots.

2. Aamir Khan recognized to be an un canny marketer of his films.

Promotion-1. The movie was also well promoted through

the all ‘conventional’ media vehicles including print television, radio and internet.

Controversies- Days before the movie was slated to release, in mid-January 2006, reports in the media had the Indian Air Force objected to a computer-generated scene in the movie showing the crash of a MiG-21 fighter aircraft.

Special Screenings- The film was screened at various places including Infosys and other leading software companies in India. The movie was also screened at IIT.

Rang De Basanti became a part of group discussions and debates.

Media Partners- Radio Mirchi, Channel V and MSN Website and NDTV.

Screening at International Film Festival- It was premiered in France with the lyon Asiexpo Film Festival, the wisconsin Film Festival and etc.

MONEY Out of the Rs. 25 Crore Production Budget,

UTV spent Rs. 10 Crore – a whopping 40% compared to the usual 5% of a typical Bollywood film on its marketing and promotions alone.

Out of the Rs. 10 Crore marketing campaign, Rs. 2 Crore came from the producers while the rest was obtained through brand tie-ups and partnering.

The marketing campaign clearly paid off as it had gross revenues of Rs. 30 Crores in India in the first thirteen weeks of its release.

MEASUREMENT In a year that was stupendous for the Hindi

Film Industry, Rang De Basanti stood out as result of its focused integrated marketing communication campaign which managed to create the desired audience connect and the product lived up to the billing.

By the time the film led Oscar’s race (January 2007) it had collected Rs 125 crore at the box office till date (Rs 75 crore in the domestic market, Rs 25 crore overseas and Rs 25 crore through auxiliary income) and has had the highest DVD sales of 72,000 units.

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