Marketing ‘Baahubali’: India’s Biggest Blockbuster

This case is about the marketing strategies adopted by the makers of the blockbuster epic movie ‘Baahubali — The Beginning’ two years prior to its release. The stupendous success of the film was attributed to a well-executed promotional approach which included regular movie updates, introductory videos of lead stars, and interactive quizzes on social media platforms such as Facebook, Twitter, and You Tube. Apart from this, the makers also a launched website and sold merchandise such as apparel for men and women, accessories, and collectibles like concept sketches and posters to promote the movie. The magnum opus was marketed as the most expensive movie ever made in Indian cinema. This created hype and helped in positioning the film crossing the language barrier. The Hindi version of the movie was presented by Dharma Productions which promoted the movie in a big way in both print as well as visual media. Despite being a regional film, Baahubali garnered tremendous national appeal and emerged as the biggest box-office opener in the country. With aggressive online promotional strategies for Baahubali, the makers had taken film promotions in India to a new level, opined analysts.