With the rise of social media, online advertising and marketing have become an integral part of Bollywood
The huge hoardings in the city -despite the constant reminder from
environmentalists that they come up at the cost of trees -
aren't going anywhere. But they aren't the sole source of promotions
now. More often than not, the first look of a Hindi film is
nowadays seen on the Internet, even before it goes live on television.
On April 5, the song Badtameez Dil from Ayan Mukerji's upcoming film Yeh Jawaani Hai Deewani was released online.
Within
two days, the video garnered more than 1. 2 million hits on YouTube.
Similarly, the Laila Teri Le Legi item song -
featuring Sunny Leone - from Shootout At Wadala attracted about half a
million viewers within a day. Speaking of which, every
single day Indians watch about 125 million videos on the aforementioned
video-sharing portal. But it's not the only available digital
option.
Back in 2009, Aamir Khan travelled across India during the launch of 3 Idiots for a campaign titled 'Catch me if you can' with
regular updates on his blog.
Over the years, this drive to connect and engage with the audiences has grown. Facebook (FB) pages dedicated to movies and
their stars along with Twitter handles -even the fake ones - generate curiosity.
The battle to grab eyeballs has
gradually moved from the real to the virtual world. And nobody is complaining. Besides, the producers pay by the seconds on TV
whereas online portals are a lot cheaper and a lot more accommodating.
The rising number of web users is a testament to this rather pleasant
change. Nonetheless, even the actors are more than willing
to contribute time as well as effort to connect with their fans on the
Internet.
`Interaction with celebrities is something
that excites millions of fans living in a world fascinated with stars. They can do so using Google Hangout and get the latest
updates from the cast and the crew about the merchandise, ` notes Kesavan Kanchi Kandadai, CEO, Tangerine Digital.
Understandably, Ranbir Kapoor had no qualms sharing frank
moments-including videos where he's singing out of tune-from the
sets of Barfi! Even Akshay Kumar shot an entire day for the digital
promotion of his last feature Special 26. Alongside his efforts,
the digital campaign for the heist movie was already in place and the
trending hashtag results were showing up on timeline.
According to Atul Hegde of Ignite, a leading digital marketing company, sky is the limit. `As of now, attention is a priceless
commodity and there's so much to explore in terms of innovation and adaptability.
We're
talking about social
networking sites, apps, interactive events, win-a-ticket contests and a
lot more. The best part is there is no limitation on the space
and time, ` adds Hegde.
Even Viacom18 reiterates this particular view. `Social media is the
strongest engagement tool that we can use to interact with the
youth. We have proven efficiencies of our extensive campaigns,
minimalistic posters, trailer mashups and many such innovative
tools, ` points out the spokesperson.
Bhaag Milkha Bhaag, starring Farhan Akhtar, is all set to hit the marquee on July 12. However, the campaign for the biopic
commenced way back in October last year. Hegde explains the mechanics behind this marketing strategy. `Today, Hindi movies
are about the first three days: Friday, Saturday and Sunday.
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