Dil Karta Hai Sadko Par Jor Se Gaau Sab Apne Apne Ghar Ki Khidaki
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India’s platform for Events and Experiential Marketing Print Newsletter September 2008 14 Photographer - Abheet Gidwani Photographer - …Dil Karta Hai Sadko Par Jor Se Gaau Sab Apne Apne Ghar Ki Khidaki Khole Phir Main Aise Joshilein Geet Sunaau Mere Geeto Ko Sunke Sab Yeh Bolein Rock On, Hai Yeh Waqt Ka Ishaara… Ritesh Sidhwani, Producer, ‘Rock On’ BY JAGADEESH KRISHNAMURTHY ne wonders whether the lyrics at Infiniti Mall, Andheri, where concerts were managed by Big complete 360-degree marketing Oof the song ‘Rock On’, from Farhan Akhtar introduced the Music and Excel Entertainment’s effort, involving traditional the movie by the same name, songs by singing them on-stage. marketing team. mediums like radio, print, and inspired the promoters to take In Delhi, a full-fledged concert television too. “Along with these the on-ground route in such traditional mediums, an unprecedented manner, we also had a lot of on- to promote the movie. The ground activity going movie, based on a rock on for the film with live band, is filled with music concerts before and after concerts and shows. These the release of the movie,” were replicated on ground he explained. as part of its promotions across the country – and On the idea behind live abroad soon. concerts for promoting the movie, Sidhwani added, The rock band from the “It (live events) blends movie, MAGIK, comprises itself into the movie as it of actors Farhan Akhtar, forms a major part of the Arjun Rampal, Purab Kohli storyline. I don’t know and Luke Kenny. They whether I can do it for my performed in front of live next films.” audiences in Mumbai and Delhi. In Delhi, the musical Sidhwani elaborated on trio of Shankar, Ehsaan and the rationale of having Loy, the composers for the live concerts to promote movie’s music, also joined the a film. He noted that performance. was organized after the movie’s Marketing ‘Rock On’ audiences had started recognizing release. Over 15,000 enthusiasts Speaking on the marketing the star cast of the film as actual The first concert was for the attended the show. Talks are on to aspects, Producer Ritesh Sidhwani musicians. He reasoned that music album release in Mumbai take it to other cities as well. The observed that the movie had a building up on that recognition India’s platform for Events and Experiential Marketing Print Newsletter September 2008 15 Explaining the idea “behind live concerts for promoting the film, Sidhwani explained, “It (live events) blends itself into the movie as it forms a major part of the storyline. I don’t know whether I can do it for my next films.” Entertainment) with Farhan Akhtar, Sidhwani started his career with his family business - Marlex, a home appliances brand. Marketing movies has been a different ball game altogether, admitted the producer, and added that making the switch was not easy either. helped the movie, and said, “We communication mileage for the held before November 2008. wanted actors from the movie movie,” Sidhwani added. But the shift is done, and to be identified by audiences A positive association with Sidhwani has already made the as part of a band. And so, real The encouraging response for the Reliance ADA Group’s ‘Big’ move. He seems well-settled in concerts worked very well for us. ‘Rock On’ live shows in Mumbai banner of companies -Big Music, his new role now. He emphasized The concert held for the music and Delhi has egged organizers, Big FM, and Big Adda - has paid the need to create a differentiation release in Mumbai too helped Excel Entertainment, to create a off for Rock On a well. It is a fact while marketing movies, without us in establishing the film in our tour with the movie’s cast in more that Sidhwani acknowledges. It getting carried away by a one-way audience’s minds. To increase the cities. Plans have been worked out is understood that Big Events communication approach. interaction, we also gave away for performances in Bangalore, chipped in as well, to the success guitars and drums used while Shillong and Dubai. Sidhwani of the shows. “While marketing a film, the filming the movie as prizes and expects a 30,000 strong audience advantage is that you feel like gifts for various contests.” to attend the concert in Shillong, He noted, “It is tremendously you have a monopolistic product which he believes has the biggest beneficial for us and it is very with select actors and unique “These days, marketing has rock culture in India. important to have a partner storylines. However, at the same become so vital and people have who backs you with the same time, you realize that there are become so spoilt and pampered “The Shillong show is a tribute passion. Moreover, it is the only other films to sell too. It is very for choice, when it comes to to the passionate rock music company to have all necessary important to leverage your work, movies. They are making choices fraternity there. On an average, at arms for a movie promotion - and create a ‘connect’ between the based on a promo, and with more least one member of a family in radio, events, music and web.” (movie) brand and its audiences,” television channels coming, the city is a rock music fan,” he he said. increasing marketing budgets said. While the exact dates of the Marketing Movies is not at all a solution. The only live concerts are not known, it is Before starting his own film Noting that the split between option left is to increase PR and understood that the shows will be production house (Excel ATL and BTL marketing spends will vary depending on movie in question, he pegged the industry average at 80:20 favoring the former. He noted that the split was likely to remain the same, and reasoned that sheer number of people ATL caters to was likely to ensure that. Brand associations are being leveraged by movies increasingly, for on ground and other BTL promotions too. Rock On’s producer noted that these associations helped optimize the BTL spends too. For the movie, Saville Row Company London and Mojo Sunglasses joined the bandwagon alongside the Big banner companies from Reliance ADA Group. India’s platform for Events and Experiential Marketing Print Newsletter September 2008 18 Music, Football and the Budweiser Life! Budweiser was launched in India in July 2007 by Crown Beers India, the JV between Anheuser-Busch and Crown International. The beer was launched in two states initially, and is now present in Goa, Maharashtra, Karnataka, Andhra Pradesh, and most recently, Puduchery. With plans firmly in place to increase its presence in other markets, the brand has been promoting itself strongly in its current markets through events, promotions and sponsorships. EVENTFAQS’ Karishma Hundalani interviewed Anil Manjunath, Marketing Head, Budeweiser India, to learn more about the brand and its BTL activities in India. Excerpts: Budweiser has for long even organize our own amateur artists at popular night clubs in Then of course, we promote been associated with sport, football tournament 6v6 across the country. beach volley ball and beach and more specifically with the globe. Since football is a part Then, we have Football. We football tournaments as well. football. Given that football of our heritage, we don’t re-think now have Indians participate in is not seen as having the the association in new markets. our amateur football tournament Could you name some of same appeal in India as it ‘6v6’. It’s like a dream come the on-ground innovations does internationally, did you What is Budweiser’s true for footballers to play on the that have been made by the re-think before announcing marketing strategy in India? same grounds as other countries. brand to uniquely promote associations with football How is its positioning It is an international tournament and position itself? properties here? different from the increasing and the finals are held in the Old The 4x4 rally is a new sport Football is the second most number of beer brands in Trafford Stadium, which in itself and the experiential factor of popular sport in India after cricket. India? is an experience of a life time. this event is very important to Secondly, our global heritage is Our marketing strategy consists of The third platform is Budweiser participants. There are a lot association with football. We’re three verticals. Music: Budweiser Life. We promote polo (which is a of 4x4 rally enthusiasts in the associated with the English Clubbing is the platform through lifestyle sport). We also organize country, but they didn’t have a Premier League, the Manchester which we promote dance format a 4x4 rally, an off-road ride we do place or platform through which United Team, The FIFA World sounds. We bring down DJs from in different terrains. We’ve done they could pursue this interest. Cup and many other football all parts of the world. Last year, a couple till now. It’s untapped We provided them the platform platforms internationally. We we hosted 12 to 14 international by any other company till now. and it has done pretty well so far. India’s platform for Events and Experiential Marketing Print Newsletter September 2008 19 and new - we created an outdoor dance floor! I saw people taking Music, Football and Almost every time, pictures and inviting other friends “with every activity, to come to the night club too. we look to meet our consumers and What efforts have been taken the Budweiser Life! interact with them.