Reliance Media World Ltd. does it again, as it becomes the official partners for the year’s most awaited blockbusters Raavan. As Bollywood’s most celebrated couple come together in a movie that is expected to raise the temperature RMWL’s radio arm BIG FM, the events division of its experiential marketing arm BIG Live and its mobile and online solutions division BIG Digital, come together to ensure the film reaches out to the nation through extremely innovative, novel and highly interactive offerings.
The promotions which have already begun are spread across 36 Hindi speaking markets and 2 markets will happen across the 36 HSM’s and 2 markets in Tamil Nadu ensuring the best spread and reach.
On 92.7 BIG FM, the inner Ram or Raavan of the audiences will be reveled on 92.7 BIG FM, through the contest ‘Aander ka Raavan’, where listeners will get an opportunity to recommend friends and family whom they believe are the biggest Raavan’s in their lives, attributed to a certain trait which could range from laziness to a bad temper and more. Listeners will be encouraged to share unusual real life instances about their friends– these instances would bring forth their inner Ram or Raavan.
During the contest each person’s story will be played daily and the top 5 stories from across the 36 HSM as well as Chennai network will be short listed and shared with the stars of the film. At the end of the contest, the winner will be selected through votes across India and the final winner will get an opportunity to meet with the superstars. The on air magic will also include interviews with A. R. Rahman, Mani Ratnam, Abhishek, Aishwarya, southern superstar Vikram and more, ensuring not just great content but also an excellent opportunity for listeners to be able to speak with their favorite stars.
BIG Live’s Events division is executing one of the biggest road shows to be hosted along with Abhishek Bachchan himself being part of a cavalcade activity touching 10 high footfall areas in each of the cities of Delhi and Mumbai over the weekend. The event, christened “Thok De Killi” sees Beera’s entourage being led by a series of bikers dressed in the Beera outfit making way for the huge truck done up in the jungle theme with dancers atop it, grooving to the upbeat music of Thok de killi. Joining the dancers will be none other than Abhishek Bachchan himself who will wear his attitude, interact with audiences and share exclusive merchandise with them.
In ensuring an integrated offering, BIG Digital will promote the movie with mobile SMS promotions and branding on video web pages of BIG FM along with banners on BIG FM homepage and picture and video uploads of the stars on social community sites.
Recently, RMWL executed a highly successful promotional campaign for one of the biggest movie – Kites of this year and was able to garner maximum mileage for the movie.