Reliance Big Entertainment’s integrated model aids Rock On promotion


    Mumbai: Rock On, the debut vehicle of Farhan Akhtar as an actor and singer in the film, will release worldwide on 29 August. Rock On is a co-production between Reliance and Excel Entertainment.

    The movie also stars Arjun Rampal, Purab Kohli, Sahana Goswami, Koel Puri and Luke Kenny The music is scored by Shankar, Ehsaan and Loy with lyrics by Javed Akhtar.

    Reliance Big Entertainment, which is distributing the movie, has aligned its various arms to promote the film. 

    "Different aspects of our relevant businesses have aligned with Rock On to market the movie appropriately. This is the first movie to be released from Big Motion Pictures and the first movie under our association with Excel Entertainment. We are extremely excited and supportive of this venture," stated Reliance Entertainment president Rajesh Sawhney.

    Big 92.7 FM and in particular have rolled out interactive promotional activities in conjunction with the movie where merchandise such as jackets and guitars from Rock On are being given away as prizes. The FM station has charted out live performances by Shankar, Ehsaan & Loy, as well as Farhan Akhtar, a hunt for campus rockstars, a jugalbandi between Farhan and Javed Akhtar and an opportunity to meet the cast and crew of Rock On.

    "We are approaching this association with the objective of delivering value to our listeners as well as producers of Rock On. We are sure that our combination of on and off-air package will make for great content and listener involvement across the Big FM network. With the youth as our core target audience, Rock On fits the bill as it portrays a story of four young boys who live for their dreams," says BIG FM vice president-programming Nirupam Sonu.

    Roping in BigAdda as the online partner for the movie was also seen as brand fit because the movie is a universal story of friendship and youth and this went hand in glove with BigAdda’s brand positioning – ‘Let’s Catch Up!’ BigAdda also announced the ‘Star Bangega’ contest, which aims at giving a boy and a girl a change to be a part of Farhan’s movie.

    Expressing his views on the association, Akhtar said, "Social networking sites have proved to be of most sought after mediums for self expression for the youth today especially because of the interactive platform that it offers. is a great combination of a social networking and social media, which will help us create buzz across a wider segment of our target audiences. Rock On is all about today’s Indian youth and their aspirations."

    Rock On is also being promoted at various BigFlix stores across the country by way of in-store contests. Reliance Communication is the mobile partner, which executed various ground level activities for the movie. has also announced an opportunity to meet Farhan by sending emails to their member database.