1. A Case Study In 360 Degree Marketing

2. THE PRODUCT
A Hindi / English / Spanish movie.
Starring Hrithik Roshan, Abhay Deol, Farhan
Akhtar, Naseeruddin Shah, Kalki Koechlin,
Katrina Kaif and Ariadna Cabrol.
Directed by Zoya Akhtar and produced by Farhan
Akhtar and Ritesh Sidhwani of Excel
Entertainment.
Coming-of-age road-trip movie about three
friends.
Capitalizing on friendship / romance.

3. THE TARGET AUDIENCE
All Hindi / English / Spanish -movie goers.
Multi-starrer movie so the entire fan base.
All age groups (shows the importance of
friendship).
Adventure junkies (shows adventure sports).

4. SHORTCOMINGS
The movie might not succeed.
For the same reason, sponsors cannot strategize
to use a long campaign involving a movie.
So the best time for campaigning is right before
the release the movie and right after the same.

5. ZNMD’S PRIMARY PARTNERS
Aquafina Adventure Partner:
Mountain Dew

6. ZNMD’S PARTNERS

7. ZNMD’S PARTNERS

8. ZNMD’S SPONSORS

9. ZNMD PROMOTIONS
Aquafina
Mountain Dew
Land Rover
PVR Cinemas

10. ZNMD PROMOTING MOUNTAIN DEW
Alpana Titus, Category Marketing Director, PepsiCo India
Beverages said, “Mountain Dew is proud to be associated with
the movie Zindagi Na Milegi Dobara. Mountain Dew has
always supported and reasserted that one has to face their
fears to conquer it. Our new TVC and association with Zindagi
Na Milegi Dobara shows just that.”
Adventure sports is an integral part of the movie.
In-branding of Mountain Dew in the
movie is not forcibly placed & in seam
with the story.
USP of Mountain Dew used in the
movie: “Darr Ke Agey Jeet Hai!”

11. ZNMD PROMOTING LAND ROVER
Story: Road trip that changes their life forever.
The script demanded an SUV that could travel on
different terrains.
The safety & comfort of the cast was important, hence
Land Rover Discovery 4.
The vehicle is also being used to
promote the movie in an
innovative way by driving from
Mumbai to Delhi.
They did a public concert in
Gurgaon & stopped at various
cities to promote the movie.

12. ZNMD PROMOTIONS
ING Life Insurance

13. ZNMD PROMOTING ING LIFE INSURANCE
Uco Vegter, Chief Marketing & Strategy Officer, ING Life
Insurance India said, “We are delighted to partner with
Zindagi Na Milegi Dobara and we believe that the title and
theme of the movie, resonates very well with our core
proposition. Because you and your family are insured with
ING Life Insurance, you can live your dreams. After all you
have only one life to live.”
The company’s latest TV Commercial communicates a key
brand benefit “Manao Zindagi Ki Har Khushi, ING Life
Insurance ke bharosey ke saath” by using happy fun-filled
moments from the film.
The company has also launched a 360 Degree Marketing
Campaign to support the association across the country that
comprises of hoardings, in cinema promotions, special
screenings for its agents and employees, events targeting
housing complexes and on internet.

14. ZNMD PROMOTIONS
UTV Movies

15. ZNMD PROMOTING UTV MOVIES
The channel UTV Movies is to showcase ‘Jeeyo Zindagi’ film festival
from 11th to 15th July. A 5 day festival showcasing the best movies of
the stars of the film. Handpicked movies such as:
 Hrithik Roshan’s Guzaarish,
 Karthik Calling Karthik feat. Farhan Akhtar,
 Katrina Kaif’s Singh Is Kinng,
 Oye Lucky! Lucky Oye! starring Abhay Deol
 Kalki Koechlin in Dev D.
‘Jeeyo Zindagi’ was promoted through
integrated promos on-air, mailers, social
media and hoardings at key locations across
the city.

16. ZNMD PROMOTIONS
Opium Eyewear

17. ZNMD PROMOTING OPIUM EYEWEAR
Opium eyewear launched its limited edition ZNMD eclectic
eyewear collection.
Opium sunglasses are all about giving in to the addiction.
The characters in Zindagi Na Milegi
Dobara, empowers you when worn: your
identity, attitude and lifestyle.
“It empowers the real YOU!”
It enabled in promoting the movie as well
as marketing of Opium.
The limited edition was released in
affordable prices to meet the masses.

18. ZNMD PROMOTIONS
GoJiyo

19. ZNMD PROMOTING GOJIYO
GoJiyo is a collection of social, virtual and film platforms to engage with
consumers.
GoJiyo world has the new experiential engagement campaign comprising
the experience of playing games with friends in a movie like environment
along with the chance to meet the handsome Hrithik Roshan and the
gorgeous Katrina Kaif.
GoJiyo brings the virtual event of ‘La
Tomatina’ of Spain, promoted in
ZNMD, allowing young people to
engage in a festival with their friends.
Customer Centria has conceptualized,
designed and implemented the
promotional campaign for ‘Zindagi Na
Milegi Dobara’ on GoJiyo, India’s first
ever browser based 3D virtual world
with over 6,90,000 registered users in
span of months.

20. ZNMD PROMOTIONS
Gillette

21. ZNMD PROMOTING GILLETTE
Gillette, the leader in Men’s Care Category has established a
brilliant association with Zindagi Na Milegi Dobara.
Male brand association with male centric movie of the year.
The TVC talked about taking challenges, daring to face fears as
there is just one life.
Associating Gillette with the movie by
using various mediums: TV, On Screen,
Online (digital) & ‘Meet n Greet’ with the
stars.
A contest was announced on Facebook
which asked visitors to ‘Share the most
Exciting Moment of their Life’ to get a
chance to meet the cast of ZNMD.

22. ZNMD PROMOTIONS
Gaana.com

23. ZNMD PROMOTIONS
Hungama.com

24. ZNMD PROMOTIONS
Online Promotions

25. ONLINE PROMOTIONS FOR ZNMD
The reach and impact of online media is
stronger.
Connecting with the web audience across the
world will give the right push for promotion.
According to the producers of ZNMD, “Since the
film targets youth, the impact of the promo
would be greater with an online premiere.”
Hence, the first teaser promo was will online
release, not a theatrical one.
The plan was to get the audience involved right
from the beginning.
The first promo was simultaneously released on
the mobile and digital platforms.
Farhan Akhtar and Ritesh
Sidhwani visited Facebook India to promote the
movie.

26. ZNMD PROMOTIONS
Aircel

27. ZNMD PROMOTING AIRCEL
Excel Entertainment tied up with Aircel to make the promos
of the film available on mobile and internet.
The trailer got over 55 million views within
48 hours of its release.
Two more promos released on 27 May,
including the promo of the song ‘Ik Junoon’,
followed by the promo of ‘Senorita’.
The next week saw the release of the promos
of ‘Khaabon Kay Parinday’ and ‘Dil Dhadakne
Do’.
Two dialogue promos of the movie were
released on 3 July.

28. ZNMD PROMOTIONS
Royal Enfield

29. ZNMD PROMOTIONS
SOTC World Famous Tours

30. ZNMD PROMOTING SOTC
SOTC, an outbound travel brand of Kuoni, is marketing a 7
day Spain package using ZNMD to promote the ‘La Tomatina’
festival.
Kashmira Commissariat, Chief Operating Officer of Kuoni
India, said: “There has been a surge in demand and we do
have several packages for Spain, but this is the first time we
have organized an exclusive package to the ‘La Tomatina’
festival”.
The deal will enable Indian
travelers to visit all the locales,
where Yash Raj movies were shot,
as well as ‘Chandni’, ‘Darr’ and
‘Dilwale Dulhaniya Le Jayenge’.

31. ZNMD PROMOTIONS
ESPANA | I Need Spain

32. ZNMD PROMOTING ‘I NEED SPAIN’
‘I need Spain’ is the new slogan which
the Spanish Tourist Board hopes will
bring more people to Spain.
The objective of Spain tourism board is
to bring more people so the big budget-
multi starrer Bollywood movie which
showcased Spain seemed perfect for “I
need Spain”.
ZNMD has boosted Spain tourism, just
like DDLJ boosted Switzerland tourism.
Some criticized ZNMD as a 3 hour
advertisement by Spain tourism.

33. GAMES FOR PROMOTIONS OF ZNMD
The official game for Zindagi Na Milegi Dobara, based on the ‘La
Tomatino’ festival, was released by Jump Games to promote the movie.
The game was made available for all leading mobile platform.
The business head of Jump
Games in India, Rajneel Kumar,
said that a big similarity
between movies and games
today is that both of them
appeal to the youth. Zindagi Na
Milegi Dobara is a movie made
for the youth and it is full of
energy. The same amount of
energy is reflected on the game
too and hence the game
publisher is confident that this
cell phone game will be well
received all over.

34. WHAT SPONSORS GOT FOR RETURN
Brand Equity
Widespread promotions and marketing of their
brands.
Awareness of their brands for the people who did
not watch the movie, but wanted to win contests.
Data collection of the people who took part in the
different contests used for the promotion of the
movie.

35. Thank You!