Marketing Ghajini: Bollywood's Biggest Blockbuster

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG213 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Themes

Marketing Strategy | Promotion | Services Marketing | Public Relations
Case Length : 25 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Geetha Arts
Industry : Media and Entertainment
Countries : India

Abstract:

On December 25, 2008, the much-awaited Hindi film, 'Ghajini' (a revenge drama) was released and it went on to become an instant hit. It opened to packed houses and grossed Rs. 320 million in one day worldwide. Its first week collections amounted to Rs. 1 billion in India. According to trade observers, it had broken all records set by earlier Bollywood films.

The success of the film was widely attributed to aggressive promotional strategies adopted by the film maker (Geetha Arts) in conjunction with the lead actor of the film, Aamir Khan (Aamir), one of the top actors in the Hindi film industry, who played a vital role in the promotion of the film.

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The promotional strategies included viral marketing, ambush marketing, television advertising, multiplex promotion, tie-ups with several well-known brands, and merchandising. In addition to this, a 3D PC game based on the film was also launched.

The distribution strategy was also unique. Experts felt that the makers of Ghajini had raised the bar for film promotion in India. They felt that the rules of film promotion have changed as film makers were becoming more and more aggressive in their marketing strategies in their bid to ensure that the movie was viewed by the maximum number of people.

Issues:

To analyze the promotional campaign for Ghajini and understand the factors that led to its success.
Understand how the company managed to get huge publicity for the film.
Study how the promotions of films had changed with the emergence of new media channels such as the Internet.
Study the Indian film industry and explore strategies that film promoters could adopt to ensure good openings and longer shelf life for their films.

Contents:

  Page No.
Introduction 1
Promotional Strategies 3
Paid Previews 11
Distribution 12
Results 13
Looking Ahead 15
Exhibits 16

Keywords:

Marketing strategy, Promotional strategy, Advertising, Public relations, Ambush marketing, Viral marketing, Word of mouth, e-marketing, Multiplex promotion, Brand association, Distribution Co-branding, Merchandising, Paid previews, Indian Film Industry, Ghajini, Aamir Khan

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