MUMBAI: BIG Music and Home Entertainment has released the home video of the 2007 hit comedy Welcome.
The marketing and promotional elements of the home video launch have been designed keeping all target audiences in mind. Different, customized schemes and contests have been designed for the consumer and what is called ‘trade’ in industry parlance.
“Welcome Ghar Lao, Dubai Mein Holiday Manao” is a purchase-led contest for the consumers. The consumer needs to buy a VCD or DVD copy of the film and answer a simple question printed inside the cover. There are 501 prizes to be won. The grand prize is return air-ticket and a 3 day-2 night holiday in a 5 star for two in Dubai. The other prizes include Samsung 26″ LCD TV, Zenith Laptop, cool sippers and beach bags.
There are special schemes designed for dealers (Big Becho, Bigger Kamao, Biggest Inaam Ghar Le Jao), small retailers (Jeeto Big, Welcome Par) and a display contest for large format stores (Welcome Display Dikaho, Apne Store Ko Jitao). All these schemes and contests carry exciting prizes and have generated a strong positive buzz & excitement in the market.
The complete 360 degree marketing campaign includes media like never before. There is a six week TV campaign planned for the release. Special promos highlighting the consumer contest will be aired. The special POS designed highlight the contest and the availability of the home video. There is a special tie-up with MTV. There is special in-program integration with Super Select, a popular show hosted by VJ Nikhil. Viewers can win costumes from the movie and Welcome Gift Hampers. MTV will also be running contest spots and specials of the movie.
Going with the theme of the movie, there is also a special tie-up with www.simplymarry.com. The winners get a chance to dress like Katrina Kaif for their wedding, winning the costume that she wears for her engagement in the movie. On the mobile front, there are special SMS and WAP contests and pushes planned across operators. Promotions will happen across radio and other medium as well.