This PR Campaign was prepared by the students of University of Management and Technology Lahore as an assignment given by Amna Waheeda Ex Researcher Geo News. The assignment helped the students to learn how PR Campaigns are designed for different products, political parties, NGO Projects,etc.

1. UNIVERSITY OF MANAGEMENT AND TECHNOLOGY,LAHORE
PR CAMPAIGN ON RACE 2
PUNJAB TIGERS
M.USAMA MANSOOR 110603010
KASHIF TAHIR 100503008
ALI PERVAIZ 100503003
M.ABDULLAH 110603004
SYED ALI HASAN 110603002
SAMIA SYED ZUBAIR
TARBIA HUDA SAEED
1/22/2013
SUBMITTED TO: MAM AMNA WAHEEDA

2. RACE 2
Brief History:
History plays an important role throughout life of a human being. And everything in this world
has a history. Similarly Race 2 is interlinked with the previous part and its whole story is based
on a character from previous movie Sonia the girl friend of Ranvir Sing and his crime partner.
Synopsis of Race:
A gripping multi star thriller, RACE is a story of two brothers, Ranvir Singh (Saif Ali Khan) and
Rajiv Singh (AkshayeKhanna), who live on the edge of life. Their business is horse racing and
their beat the fast track. Winning is their birthright and danger their sport.
Set against the high fly social fabric of modern South Africa RACE is about betrayal and greed,
intrigue and revenge. Even love comes laced with a motive. The stakes are too high. Double
them and you have the perfect grounds for a perfect murder. What was the game? Who held the
ropes? The glamorous model Sonia (BipashaBasu ), whom Ranvir loved or the beautiful
Secretary Sofia (Katrina Kaif), who loved Ranvir. The sudden appearance of Inspector Robert
D’Costa (Anil Kapoor) and his dumb and sexy assistant Mini (Sameera Reddy) deepens the plot
into gripping tale of drama at its best. With the brothers pitched against each other who will win?
The one who plays to win or the one plays to defeat?
Characters:
Ø Ranvir Singh (Saif Ali Khan)
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3. Ø
Ø
Ø
Ø
Ø
Rajiv Singh (AkshayeKhanna)
Sonia (BipashaBasu)
Sofia (Katrina Kaif)
Inspector D’Costa (Anil Kapoor)
Mini ( Smeera Reddy)
Ranvir Singh (Saif Ali Khan):
Ranvir Singh, the older brother of the two brothers is a ruthless businessman who will not stop at
anything to win the game. Playing with danger is his passion and outsmarting his opponents his
time pass.
Rajiv Singh (AkshayeKhanna);
Rajiv Singh, the younger brother is spoilt, laid back and happy. But underneath the surface there
lurks an anger which he tries to control with liquor. As a result both anger and liquor get the
batter of him and endup controlling him.
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4. Inspector D’Costa( AnilKapoor):
Robert D’Costa is a private detective with the deceptive air of an idiot. He is constantly eating
fruits while solving a case. He is sharp, resourceful and quick. His appearance in the story makes
the plot thicken as he unravels one lie after the other.
Sonia (BipashaBasu):
Sonia is a beautiful and glamorous model with a shady past. She’s looking for a man who will
keep her in his heart. She is waiting for the rich and handsome Ranvir Singh to propose her.
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5. Sofia (Katrina Kaif):
Sofia is Ravir Singh’s beautiful and innocent looking secretary who shadows him around
managing all his important matters, She is indispensable to Ranvir who trusts her completely but
does not reciprocate her love.
Minni (SmeeraReddey):
Mini is the attractive and sexy assistant of Robert D’Costa who is like a dumb blonde. She
constantly asks stupid questions and is forever relegated to cutting fruits and doing minimal jobs
by her boss.
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6. Director:
Abbas- Mustan, the directors have a penchant of dark films full of treacherous twists turns that
make for continuous edge-of-the-seat excitement. With racy thrillers like Khiladi, Baazigar, Drar
etc.
TIPS:
Tips was the golden dream envisionised by the two brothers Mr.Kumar S. Turani and
Mr.Ramesh S. Turani. They started their business from a small jib and soon became one of the
media tycoon in Indian film industry.
About RACE:
“Race” is set and mostly filmed in Durban and Dubai, Race is a comedy, thriller and action
movie which explores themes of sibling rivalry, betrayal and passion. It is loosely based on the
1998 Hollywood movie Goodbye Lover.
Distribution and Budget:
Tips Music Films and UTV Motion Pictures has produced and distributed the music albums and
reels of the movie worldwide. The movie will be in cinema houses for public in March 21, 2008.
The total budget allocated on the making of the movie is₹35 crore (US$6.37 million). On Box
office the movie has earned ₹106 crore (US$19.29 million) and remained fourth after Rab Ney
Banadi Jodi of Yash Raj Films.
MUSIC:
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7. The music for Race was composed by Pritam with lyrics by Sameer. It got favorable reviews
with the song "PehliNazar Mein" sung by AtifAslam as the biggest hit of the album along with
"Zara Zara Touch Me"
Promotion of RACE Worldwide:
Indiatimes and Race tie-up for the promotion of movie in the country.For the promotion of music
of the movie MTV Rodie 5.0 tie-up.BispashaBasu discusses Race at different media forums. The
music of Race was set to launch in ChotteUstad by the cast of the movie. In Pakistan Geo
promoted the movie and premiered it under his banner.
RACE 2
Synopsis of Race 2:
In Race 2, are exposed to Ranvir’s (Saif) multi-faceted personality and his determination to
avenge Sonia’s (Katrina) killer. We are also reintroduced to RD (Anil) and his new assistant
Cherry (Ameesha) who support him in his endeavors. In his attempt to track Sonia’s killer, he
meets Armaan (John) and his fiancé Omisha (Jacqueline) along with Elena (Deepika). Armaan
Mallik heads the Indian mafia in Turkey; and with his partner Elena they run the shrewdest
criminal outfit in the country. Ranveer treads through a world of ruthlessness depending only on
his wits to accomplish his goal. A world where betrayal lurks at every corner, where loyalties
change every minute and where love is just a four-letter word. Set in the exotic locales of
Turkey, the narrative takes unexpected twists and turns and moves at breakneck speed to keep
you at the edge of your seat.
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8. Characters:
Ø
Ø
Ø
Ø
Ø
Ø
Ranvir Singh (Saif Ali Khan)
ArmaanMallick (John Abraham)
Omisha (Jacqueline Fernandous)
Elena (DeepikaPadukone)
Inspector D’Costa (Anil Kapoor)
Cherry (Ameesha Patel)
Ranvir Singh (Saif Ali Khan):
Ranvir’s (Saif) multi faceted personality and his determination to avenge Sonia’s (Katrina)
killer.
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9. Armaan Mallik (John Abraham):
Armaan Mallik (John Abraham):Armaan Mallik heads the Indian mafia in Turkey; and with his
partner Elena they run the shrewdest criminal outfit in the country.
Inspector D’Costa( AnilKapoor):
Robert D’Costa helps Ranvir to find Sonia’s killer.
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10. Omisha (Jacqueline):
Fiancé and Partner of Armaan Mallik in the crime.
Elena (DipeekaPudukone):
Elena is new girlfriend of Ranvir and partner in Crime which helps her track her first love
Sonia’s killer.
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11. Cherry (Ameesha Patel):
Cherry envedors and supports his boss in every minimal job.
Music:
The music is again given by the mistroPritam and is released under the banner of TIPS. The song
tracks includes:
The first track is Party on my Mind, with vocals from ShefaliAlvares, YoYo Honey Singh and
K.K.
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12. Next track is Be Intehaan, which is performed by the lovely SunidhiChauhan and the charismatic
AtifAslam.
Next up we have Lat Lag Gaye, by Benny Dayal and ShalmaliKholgade. The song is a clubthemed track, with the typical drum and bass themes incorporated into it. It is an average song
which has only some catchy elements to it.
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13. Distribution & Budget:
The Production team this time go for bigger and have allocated a Budget of₹87 crore (US$15.83
million). They have planned to release the movie on 25 January 2013. The movie and music
album will be distributed worldwide under the banner of Tips Films, UTV Motion Pictures,
Illuminati Films, ShowMaker Pictures.
Director:
Abbas- Mustan, the directors have a penchant of dark films full of treachereous twists turns that
make for continuous edge-of-the-seat excitement. With racy thrillers like Khiladi, Baazigar, Drar
etc.
TIPS:
Tips was the golden dream envisionised by the two brothers Mr.Kumar S. Turani and
Mr.Ramesh S. Turani. They started their business from a small jib and soon became one of the
media tycoon in Indian film industry.
Promotion of RACE 2 worldwide:
For promotion of RACE 2 the production team and the promotion team have planned different
strategies they have joined hands with different brands like Audi, Tanishq. They have arranged
different contest like win an autographed merchandise from DeepikaPadukone, Act with
youfavourite stars in Race 2 by Audi. In Social Networking they have used three most famous
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14. sites i.e: Facebook, Twitter, Youtube. Before the release of the movie 40 lac people has visited
promo of the movie. The songs in a movie has an important role, Be Intehaan has been visited by
10,00,000 love birds. Lat lag Gayee a club remix is another popular track of the movie and been
watched by the people these days. Dialouges play an important role and seeking the importance
Promotion team has used them. In TV Anil Kapoor and JacqlineFernandouse has make a guest
visit I several reality shows like KonBaneyGaCrorePati, Big Boss, Comedy Circus. Also they
have launched a contest for mobile users. In Pakistan Geo is promoting RACE 2 under his
banner in the cinemas of Pakistan
Act in RACE 2 CONTEST
Anil Kapoor in CBC 6 promoting RACE 2 and Dipeeka performing in Zee Cine Awards
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15. 5 lac fans of RACE 2 on Face book
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16. Anil Kapoor Performing with the Sohail Khan and Comedians of Comedy Circus to
promote RACE 2
Poster of Song Allah Dhuai Hey on Face Book
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17. Lat lag Gayee song lyrics with Jacqueline Performance picture used for Promotion of the
movie on Face Book
Actresses wearing Tanishq IVA Jewelery in RACE 2
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18. Comments of fan on Face Book and Twitter about Be Intehaan
Lat Lag Gayee poster on Face Book
Comments by fan about song Party on My Mind on Face Book and Twitter
Anil Kapoor and producer Turani on CBC 6 with Amitabh Bacchan
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19. RACE 2 Contest for mobile users in India
Anil Kapoor and Jacquline for the promotion of Race 2 on Bigg Boss Season 6
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20. Contest for the fans of RACE 2 on Face Book
Dialogue by Ranvir Singh in RACE 2 as a poster on Face Book
A contest by Audi and RACE 2 for the fans of RACE 2 on Face Book
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21. Fans who visited promos and songs of RACE 2 on You tube
Fans of song Be Intehaan on You tube
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22. Dialouge by Armaan Malik in RACE 2 as a poster on Face Book
About RACE 2:
Race 2 is mostly shooted in Turkey where Ranvir Singh is in search of killer of her lover and
partner in crime Sonia.
What Can be done to Make the Promotion more Effective Worldwide and in Pakistan:
PR can be improved if they also advertise about tickets and different characters of the movie in
newspapers, send them on radio stations and let them have a chat with their fans. Arrange races
of cars and bikes in different cities and give them music album of the movie, autographed tshirts, watches that stars wears, perfumes that stars use, Provide a Jewelry gift to a lucky winner
of the contest about different characters of race and what they think about upcoming actors in the
movie. Arrange a contest of acting with favorite stars in the movie.
PR Should be done through Newspapers
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23. Radio should be used as a forum to promote the movie
T-Shirts and watches should be gifted to the winners of the contest
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25. Perfumes should be gifted to lucky winner of the contest
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26. Races should be held in different cities
Jewelry should be gifted to lucky winner of the contest
Type of Campaign:
It is an informative campaign in which Public is informed through different mediums about
movie songs characters and famous dialogues.
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27. Target Audience:
The target audience of the movie is youth. Today every youngster is searching a shortcut to
become famous and rich. It also highlights that revenge pays you nothing but pain for life.
CSR:
In the start of movie a detailed campaign should be added and Supported by the cast and crew in
whom they show how cigaretteaffects your health and that the cast and crew does not support
Smoking and is against it.
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28. Campaign of RACE 2 in Pakistan:
In Pakistan the Cinema houses have buyed the movie by paying a huge amount to the production
team of Race 2. Secondly a renowned media House Geo has promoted Race 2 has promoted it
through its famous programs such as, Khabarnaak, Nadia Khan Etc.
KhabarNaak
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29. The Nadia Khan Show
Conclusion:
This time it’s gonna be bigger RACE 2 is not only be shown in Asian region only but also in 50
different countries at the same day. Producers of the movie are very satisfied with the
performances of the stars and are expecting the excellent outcome through the promotion of the
movie done in the entire world. They are expecting to earn more than 100 Crores.
Refrences:
{HYPERLINK "http://www.race.tips.in/"}
{HYPERLINK "https://www.facebook.com/TipsFilms"}
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