BOX OFFICE

Moser Baer designs promo to boost sales

BY ROHINI BHANDARI · January 12, 2008 · BOX OFFICE

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MUMBAI: Moser Baer has changed the face of home videos like never before. The compact disc maker recently acquired and…

MUMBAI: Moser Baer has changed the face of home videos like never before. The compact disc maker recently acquired and released movies like Apne and Jab We Met on home video. To add to the dynamics of the business, Moser Baer conceptualised special 30 second to one minute TV commercials to promote the two films. More importantly, the company thought beyond run-of-the-mill ads.

The promo shot for Jab We Met was in conjunction with the movie’s title and highlighted people’s memories associated with the first meeting with a lover (Jab We Met). A similar ad was designed for Apne as well. While Moser Baer also acquired home video rights for movies like Naqaab, My Friend Ganesha, Ek Chaalis Ki Last Local, Life Main Kabhi Kabhi etc., the ads were designed only for Apne and Jab We Met.

“It makes sense to promote successful movies on home video because people like to preserve good movies like Apne and Jab We Met on home video and it helps us push the sales,” says Moser Baer general manager acquisition Vikas Chopra.

For Jab We Met, Moser Baer has also conceptualized contests wherein winners get an iPod Shuffle or X Box players.

Chopra further adds, “Jab We Met has gone on to become the fastest selling home video pan India in history. The ratio of DVD to VCD sales for Jab We Met is 1:3 as against the normal industry trend of 2:5 for any other movie.”

Long before the home video hit the stores Moser Baer began advertising about its expected arrival in stores. “The producers asked us to delay the release of home video because the movie was doing well theatrically. So we began advertising that the movie is coming soon on home video because we did not want people to buy pirated copies.”

The company is also planning to launch Halla Bol and Mahabharat on home video in a few days with similar campaigns. Mahabharat will be available on a 47 VCD pack and 20 DVD pack priced at Rs 1,100 and Rs 2,999 respectively.

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