Bollywood takes OOH route to promote films

Over the years, Indian film industry and its audiences have evolved in their choices and behavior. This scenario has helped bold films like ‘Dirty Picture’, offbeat movies like ‘Zindagi Na Mileagi Dobara’ and ‘Rockstar’ and action-packed dramas like ‘Singham’ and ‘Bodyguard’ break many records at the box-office.

Aggressive marketing campaigns to woo audience for movies have significantly increased film making budgets. Innovative marketing strategies, catchy promotions and high visibility are necessary to get that big bang weekend.

To add to the impact, Mumbai-based OOH giant Global has thrown ‘viral marketing’ into the mix. This involves, in Global’s scheme of things, using a widely spread OOH campaign with the help of mix media. The ‘viral’ bit comes with the use of deliberate strategies designed to make the brand visible to its target audience through its innovative use of 3-D cutouts, vibrant artwork, posters on transit medium and mobile hoardings that travel to the ‘door-step’ of target audiences.

Recently, Global Advertisers has promoted Kya Super Kool Hain Hum, Jism-2, Mere Dost Picture Abhi, Baaki Hai, Yeh Jo Mohabbat Hai and many more.

Commenting on the efficacy of viral marketing for films, Sanjeev Gupta, MD, Global Advertisers, says, “On average Indian films cover their cost of production in first two to three weeks. A film has to be promoted extensively in metros and Tier II and Tier III cities of India for this to happen. Unlike TV, and Print, outdoor advertising is the most cost-effective medium for the promotion. Therefore at Global, we design comprehensive OOH campaigns that have contributed to the success of blockbuster hits like Dirty Picture, Singham, Ready and Kya Super Kool Hain Hum.”

He further adds “We use mix of hoarding along with other OOH platforms for movie promotion. To exceed the producer’s expectations, we give value added services like PR initiatives and direct mailers to Global’s 10 lakh clients. We also use social media platforms like FB, Twitter and blogs to generate the required buzz so the movie becomes the talk of the town in shortest span of time.”

For the record, the marketing costs of films have doubled in the last 3 years due to the diversity of methods being used for promotion, rising advertisement rates and the pressing need for creating sufficient weekend hype prior to release. Even a minimum budget film spend 3 crore on promotions and if the movie has heavy star cast then it goes up to 10 crore.

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