2. IMC CAMPAIGN
PRESENTED BY- ADITYA M. KARWA
GAURAV VERMA

4. THE GAME IS
ON……
CATEGORY- BOLLYWOOD SCI- FI FILM

5. MOVIE BY -RED CHILLIES ENTERTAINTMENT
RELEASED ON 26 OCTOBER 2011
ACTOR- KING KHAN, ARMAN VERMA, TOM WU,
ACTRESS- KAREENA KAPOOR, SHAHANA GOSWAMI
VILLIAN- ARJUN RAMPAL
MUSIC- VISHAL AND SHEKHAR, AKON

7. BUDGET-
COMPLETE BUDGET- RS.150 Cr
MOVIE MAKING BUDGET- RS.90- 100 Cr
MARKETING BUDGET – RS. 52 Cr
DIGITAL MEDIA MAREKETING
BUDGET – RS.15 Cr

8. MARKETTING BUDGET WAS PLANNED
VERY NICELY
MAJOR SPENT WAS DONE BY THE BRANDS
ASSOCIATED WITH RA-ONE
EVERY BRND ASSOCIATED WITH THE
MOVIE SPENT AVERAGE 2Cr.
MORE THAN 20 BRANDS WERE ASSOCIATED
WITH IT

9. MARKETING CAMPAIGN STARTED NEARLY
10 MONTHS BEFORE THE RELEASE
FIRST TEASER CAME OUT IN
INDIA VS AUSTRALIA QUATER FINAL
MATCH IN WC 2011
FROM JUNE MOVIE WAS MARKETED
AGGRESSIVELY
OBJECTIVE WAS TO CREATE PRERELEASE
BUZZZ….

10. USP
MOVIE WAS MADE ACCORDING TO GLOBAL
STANDARDS
SPECIAL EFFECTS WERE DESIGNED WITH
GLOBAL STANDARDS
RED CHILLIES VFX TIED UP WITH MANY
GLOBAL FIRMS

11. SUPERHERO SUITS WORN BY SRK AND
ARJUN WERE DESIGNED BY ROBERT
KURTZMAN
ELECTRICAL EFFECT WERE ADDED IN
SUITS COSTED 1 Cr/Each
BEFORE FINALIZING; 21 SUITS DESIGNS
WERE TRIED

12. MUSIC
MUSIC WAS COMPOSED BY
VISHAL AND SHEKHAR
BACKGROUND SCORE WAS GIVEN BY
A.R RAHMAN
AKON – ‘CHHAMMAK CHALLO AN D
CRIMINAL’ -FIRST TIME IN HINDI

13. COLLECTION CONSISTS OF 15 TRACKS
IN TAMIL AND TELGU 6 SOUND TRACKS
WERE RELEASED
INTERNATIONAL VERSIONS OF CHAMMAK
CHHALLO WAS RELEASED TOO

14. PRODUCTION AND POST PRODUCTION
RA- ONE CREW WAS MIXED BAG OF
DOMESTIC AND OVERSEAS PERSONNEL
LOCATIONS WERE DOMESTIC AND
OVERSEAS
CREW WAS HAVING 5000 PPL AT A TIME
HIGHEST IN HINDI CINEMA

15. POST PRODUCTION-
MAJOR IDEA CAME WAS TO GET 3D
VERSION
TO ARRANGE WHOLE A.V . EFFECTS 1200
ARTIST WORKED ON IT
FOR 2 AND HALF YEAR
MAJOR FOCUS OF SRK WAS TO DEVELOP
THESE TECHNOLOGIES IN INDIA

17. FIRST INDIAN MOVIE TO HAVE OFFICIAL
WEBSITE RANK 3558 IN INDIA
YOUTUBE CHANNEL- 1,79,42965+

18. GOOGLE WAS ASSOCIATED WITH RA-ONE
SPECIAL THEMES WERE DESIGNED ,HOME
PAGES , THEMES
FACEBOOK- FANS 187,288+
FIRST MOVIE TO BE MARKETED ON
GOOGLE+ ,SRK DID LIVE CHAT WITH FANS
TWITTER-30000+ FOLLOWERS

19. MY SPACE -
ORKUT-
THESE WERE ONLY THE OFFICIAL
CHANNELS OF RA-ONE
OTHER PAGES OF ASSOCIATES, FANS WERE
ALSO POSTING ABOUT RA-ONE

20. SRK’S TWEETS WERE RELATED TO RA-ONE
EVERYTHING RELATED TO MOVIE WAS ON
SOCIAL MEDIA
AKON TRIP TO INDIA FOR RECORDING
CHAMMAK CHALLO WAS A BUZZ..
NO STONE WAS LEFT UNTURNED …

21. T.V
STAR INDIA NETWORK WAS OFFCIAL
PARTNER FOR RA-ONE
SRK PROMOTED RA-ONE ON EVERY
REALITY SHOW AT THAT TIME
ADVANTAGE EVERY SHOW WAS NEARING
TO THEIR GRAND FINALE

22. WAS GETTING MAXIMUM TRP
KBC-3,
INDIAS GOT TALENT,
DANCE INDIA DANCE
SARE GAMA PA
MANY MORE…..
FIRST TIME IN BOLLYWOOD MUSIC
LAUNCH PARTY OF 4 HRS WAS ON T.V
TELECAST RIGHTS WERE GIVEN FOR
-10Cr

23. P.R WAS HANDELLED AMAZAINGLY
PRINT MEDIA-
1700 BILLBOARDS WERE GIVEN IN
REGIONAL AS WELL AS NATIONAL PAPERS
SPECIAL SUPPLEMENTS WERE PUBLISHED
DURING HOLIDAYS FOR KIDS
COMICS WERE PUBLISHED POST RELEASE

24. PROMOTIONAL VISITS
SRK VISITED 36 CITIES FOR PROMOTION OF
RA- ONE
DURING THIS VISITS FIRST TIME 36000
FEET LONG FAN MAIL WAS CIRCULATED
AMONG FANS
VISITS WERE WELL PLANNED AND
PUBLICIZED

25. BRAND ASSOCIATION
ALMOST 22 BRANDS HAD TIE – UP WITH
RA-ONE BEFORE RELEASE
NUMBER INCREASED LATER
IT WAS WIN – WIN POLICY FOR BOTH

26. RA-ONE NOT TAKEN MONEY FROM
SPONSORS FOR ASSOCIATING
THEY ASKED BRAND TO MARKET THE
MOVIE WIT H THEIR PRODUCTS
BRANDS ON AVERAGE SPENT 2 Cr FOR
PROMOTION
IT USED TO VARY BRAND TO BRAND

27. MANY THINGS WERE DONE BY BRANDS TO
PROMOTE THE PRODUCT WITH RA-ONE
LIKE…
GAMING CONTESTS
LUCKY DRAW
RA-ONE TOYS
MERCHENDISE
SPECIAL GIFTS
OPPORTUNITY TO MEET SRK
RA-ONE GAME, MOB APPS
AS MOVIE WAS TARGETTED FOR FAMILY
AND SPECIALLY FOR KIDS

28. BRAND ASSOCIATION
OFFERS GIVEN BY THEM TO PROMOTE
BOTH

29. AT THE TOP IN i PHONE FREE GAMES

30. BRAND ASSOCIATION
WITH F1 TEAM TO
GET GLOBAL
EXPOSURE SYMBOL
OF SPEED AND
TOUGHNESS

31. SONY PLAY STATION-2

32. ONE HOUR
SHOW WITH
DISCOVERY ON
MAKING OF
RA-ONE
NOKIA CAME
UP WITH APPS
AND GAMES,
THEMES

33. CONTEST BY STAR INDIA NETWORK

34. BUY A PRODUCT AND WIN THE
PRIZE- DISCOUNTS AND MANY
MORE

36. MANY ,MANY AND MANY MORE..
• Green Ply
• Videocon
• Tommy Hilfiger
• Ducati
• Volkswagen
• HCL

38. PRE-RELEASE RESULTS
THE EXTENSIVE MARKETING CAMPAIGN
WAS WORTH
TOPPED A NUMBER OF POLLS GAUGING
THE MOST AWAITED BOLLYWOOD FILMS
OF THE YEAR

39. PRE – RELEASE EARNINGS
DISTRIBUTION RIGHTS BOUGHT BY EROS
INTERNATIONAL FOR 77Cr
TELEVISION RIGHTS WERE BOUGHT BY
STAR INDIA FOR 35Cr.
MUSIC RIGHTS WERE BOUGHT BY T-SERIES
FOR 15Cr.
GAME FOR 5Cr.

40. TOTAL- 132 Cr.
HIGHEST PRERELEASE EARNING BY ANY
BOLLYWOOD MOVIE
2ND TO RA-ONE WAS 3IDIOTS AT 85 Cr.
PRE- RELEASE ADVANCE BOOKING WAS
DELIBERATELY STARTED LATE
CONSIDERING DIWALI TIME ADVANCE
BOOKING WAS 60% THAT WAS GRT -TOI

41. SCREENING AND PREMIERE
INTERNATIONAL PRIMIERES WERE DONE
AT DUBAI, TORRONTO , LONDON
THE FILM WAS RELEASED AT 4000+
SCREENS WORLDWIDE
3100 SCREENS IN INDIA
IT WAS RELEASED IN RUSSIA 2ND
BOLLYWOOD FILM AFTER MERA NAM
JOKER

42. VISITS TO
CITIES
BRANDS
ASSOCIATES
OUTLET
PLAY
STATION
SONY/NVDIA
T.V. ADS/
SHOWS
RADIO AD
CONTESTS
Web
Site
OVERALL IMC CAMPAIGN
VARIOUS CONTESTS ENTRIES WERE DIFFERENT
GOODIES TO CHILDERN PREMIERE
TICKETS
AT MUMBAI GRAND
GAMING CONTEST
ORGANIZED BY NVDI AND
REDCHILLES LIVE TELECAST
ON YOUTUBE
Win
PREMIERE
WITH SRK
WINNING
PRIZE PS 3
Public Relations at all stages
GOODIES
AND
TICKETS
Lose
WHOLE OBJECTIVE WAS
IMC TO CREATE A BUZZ
AND MAKE PEOPLE WATCH
MOVIE IN HOLIDAYDS
PROMOTING IT AS A
FAMILY MOVIE

44. POST RELEASE COLLECTION DETAILS
AND SUCCESS OF IMC CAMPAIGN

45. EROS INTERNATIONAL'S RA.ONE
BREAKS ALL BOX OFFICE RECORDS
FOR ANY HINDI FILM TILL DATE
WITH THE BIGGEST EVER GROSS
OPENING WEEKEND COLLECTIONS
OF
RS. 170 CRORE WORLDWIDE

46. HIGHEST SINGLE DAY BOX
OFFICE COLLECTION
RS.23.10 Cr.
HIGHEST OPENING DAY
DIWALI COLLECTION
RECORD
14Cr.

47. HIGHEST WEEKEND COLLECTIONS.
HIGHEST FIRST WEEKEND
OVERSEAS COLLECTION IN THE
HISTORY OF INDIAN CINEMA.
ENTERED TOP 10 MOVIES OF
THE WEEK IN USA AT
RANK 8

48. HIGHEST GROSS EARNER
AFTER 3 IDIOTS
AND YET TO RELEASE IN
MANY COUNTRIES …
THIS IS THE ONLY BOX OFFICE
COLLECTION BUT RA-ONE
ERNED WITH MERCHENDISE
HOW MUCH???

49. LEARNINGS
THIS STRATEGY WAS A DERISKING
STRATEGY AS PRODUCERS MADE PROFIT
BEFOERE MOVIE RELEASE
WIN- WIN POLICY FOR EVEYONE WILL
WORK BUT N EED FOR OPTIMIZATION

50. THANK YOU…..
ALL