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R. Balki Films.pptx

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R. Balki Films.pptx

  1. 1. R. Balki Films Marketing and Promotions
  2. 2. R. Balki A cinephile and an Amitabh Bachchan fan, Balki made his directorial debut with Cheeni Kum in 2007, followed by Paa in 2009. With English Vinglish he turned producer. Then came his third movie Shamitabh in 2015, and his last release was Ki and Ka in 2016. Before film-making, he was into ad-making for a long time and just recently (in August) he quit Mullen Lowe Lintas group, advertising for films.
  3. 3. Popular ads done • Idea Cellular’s popular “Walk When You Talk” campaign • Socially driven campaigns like “Jago Re” ads for Tata Tea • Fastrack’s progressive TVCs • Pepsodent’s “Dishoom dishoom” • Bajaj’s “Hoodibaba”
  4. 4. Cheeni Kum- Less sugar, more brands • Saw a lot of branding and product placement. • The theme of the movie- “Sugar free romance”- promoted Sugar Free • ICICI prudential propagated “Jeete Raho” ideology • “Spice 6 Restaurant”-incidentally a part of Catch Spices, whose spices and ketchup are depicted in the movie • Coming from an ad-maker, one expects an integration of movie and brands.
  5. 5. Paa- Uncliched in its own cliched way • Fresh movie theme and fresh marketing initiatives. They used the usual platforms but in a creative way. • Smart Messaging: Cinema activity where a slide pops out saying “Stand up for the national anthem, or I’ll tell Paa” • Brand Auro: The highlight of the movie weren’t the actors but the protagonist, Auro. • Engaging Properties: Mall activities like “Paa and I”, website launch which had links to the Facebook and Twitter pages of Paa (paathefilm.com) • Lastly, Big B’s make-up is a great marketing pull
  6. 6. • The first teaser ads showed just a bald head inside a cardboard box with a caption saying ‘See you in December’ • Jaya Bachchan introduced the cast and crew of the film. Though used in Hollywood, this is the first time that a Bollywood movie will do this. • Aishwarya Rai Bachchan oversaw promotions of the film, which was co-produced by ABCL (Amitabh Bachchan Cooperation). • The first time Big B promoted one of his films on his blog
  7. 7. Shamitabh - As unconventional as it gets! • Eros International collaboration; released in 3000+ screens worldwide. Budget: 250 million. • Attracted both Bollywood and Kollywood because of Amitabh and Dhanush • Amitabh made a collaboration with ICC (International Cricket Council) and gave live commentary during the India-Pakistan World Cup • First movie to ever release an audio trailer; most unconventional trailer launch
  8. 8. • The music launch also applauded music maestro Ilaiyaraaja’s genius as the recipient of over 1000 awards and had Rajnikanth, Kamal Haasan and Amitabh on the same stage. • R Balki: “ Nothing about Shamitabh is conventional and the trailers and movie-centric events are testimony to that. Our aim is to keep audiences guessing and we hope that they come to the theatre to know more.” • Bombay Dyeing launches its “Ebony and Ivory” collection through the movie.
  9. 9. Ki & Ka - Hatke promotions or not.. • This movie is Balki’s first firm in which Mr. Bachchan did not play the lead but instead promoted the movie through his VoxWeb profile by releasing a photo of Jaya and him on the sets of the film. Budget: 20 Crore • Social media marketing through Snapchat - face swap posts • Collaboration with Romedy Now • Unnecessary product placement with no connection to the story • Kareena Kapoor Khan even spoke on the Union Budget 2016 where she expressed her views on the special provisions should be made for women and education should get more attention.
  10. 10. • “There are scenes in Ki & Ka that seem to exist only to promote strategically placed consumer brands.” Scroll.in • Arjun Kapoor co-hosted RJ Nasar’s “Bhabhi ka show” to be the perfect house husband • Vistara Airline collaborated with Ki & Ka and snippets of the on- board and on-ground experience have been integrated into the film • Arjun Kapoor and Kareena Kapoor Khan attended a cook show with host Sanjeev Kapoor when Arjun cooked for his on-screen wife. • Kit Kat Duo was release in association with Ki & Ka
  11. 11. Conclusion • Balki trusts in the story, not the promotion. Also believes that society changes when advertising does. • Earlier, film promotions were very restricted. Today, it involves the social media, foreign tours, chat shows, interactive interviews, etc • Ki and ka’s marketing and promotions was not as interactive as Paa • Cheeni Kum’s promotions were dull • Paa and Shamitab have stood out with regard to technique and innovation
  12. 12. Nikita Shroff - 1537147 Chetna Sethia - 1537138

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