MUMBAI: Aamir Khan and Asin starrer Ghajini will make inroads into theaters on 25 December and as expected the marketing activities around the movie have to be seen to be believed. Brands that have associated with the movie have together spent about Rs 140 million (Rs 14 crores) worth of media in promoting the movie.
The campaigns tap numerous fresh ideas including life-size statues, ushers at multiplexes sporting Ghajini hairstyles, a special 3-D PC game, amongst others. Adding to all this, brands endorsed by Khan namely DTH provider Tata Sky and mobile handset company Samsung too have been roped in for promotional activities.
Ghajini producers conceptualized the film’s marketing strategy in a way that it targets maximum number of people to spread awareness about the movie in an engaging manner, where each touch-point with the film is designed to occupy the mind-space of the audience.
Flaunting his pumped up body, clothes and hairstyle that he sports in the movie, Khan has been out there to woo audience well in advance before the movie hits theatres.
Speaking to Businessofcinema.com about the hype around Ghajini, producer Madhu Mantena said, "I think at a time when big opening weekends have become essential for the films’ financial success, one needs to create an urgency in people to see the film in the first couple of weeks. Our marketing strategies are focused on creating this urgency."
Taking brand tie-ups to the next level is mobile service provider Tata Indicom’s outbound dialer service with Khan’s pre-recorded voice. In this a Tata Indicom service user will get a call in Khan’s voice, asking the caller whether he is Ghajini and will tell the caller that the film is releasing on 25 December. Tata Indicom plans to reach out to 10 million customers with these outbound dialer calls. Tata Indicom is also advertising on TV for mobile downloads of Ghajini songs.
Speaking about the association Tata Indicom brand manager Abdul Khan said, "Both Ghajini and Tata Indicom also intend to reach out to the mainstream mass market of India. We want to manifest our campaign ‘suno dil ki awaaz’ in every possible form and the film Ghajini represents this very well."
On the other hand, Samsung is launching special Ghajini edition mobile phones of L700 and M200 models. These handsets will be preloaded with Ghajini ringtones, pictures and songs.
Van Heusen has already launched Ghajini’s apparels in their stores all across India and is backing it with in-store campaigns and giant posters of Khan dressed in formal attire. Van Heusen also organized a fashion show wherein models will not only sport Khan’s clothing style from the film, but also his hairstyle. The Van Heusen association has been brought about by Lodestar Universal. Apart from the ramp walk, press & TV ads, multiplex activity and internet is also being done to amplify this association.
Tata Sky will air the making of Ghajini and will also showcase an interactive quiz on Ghajini.
Each multiplex property conducted a ground activity for Ghajini’s promotion and the incentive for doing this was that the entire staff of the multiplex, which runs a successful promotion, will get a chance to meet Khan. This promo activity was recently held at BIG Cinemas.
Some of these promotional ideas comprise ushers at multiplex sporting Khan’s Ghajini hairstyle, Khan’s bare chest and tattooed statue molded as per his body measurements are placed in some multiplexes, a ‘Ghajini Wall of Suspects’ will be specially created at some multiplexes where audiences can click and paste their photos on the wall and few randomly selected people may win a chance to meet Khan, tattoo stickers will be put up on some walls at multiplexes and in some other tattoos will be distributed.
In addition to this, there is a specially designed trailer of Ghajini, which will be played exclusively across a multiplex chain before every film till the release of the film.
Ghajini games have been developed for PC as well as mobile. FX Labs has developed a 3-D PC console game, which will be available in stores from the day of the film’s release.
Also, Indiagames has developed five mobile based games, some of which are already available. In addition to this, Indiagames has also created a mobile application called Ghajini Ultimate Workout, which has tips of Khan’s diet and workout regime.
Post the film’s release; merchandise of Ghajini will be launched in stores. The producers have made a high-end collectible, which is being manufactured and imported from China.