Wednesday, August 30, 2006

Of Marketing, Relationships and Relationship Marketing!

Bollywood embraces the 4th P, as films transcend conventional space…

Star power is no longer confined to the realm of Aishwarya Raithe cinema reel. Bollywood’s increasingly aggressive efforts to market its offerings with media blitzkriegs and nifty merchandising, is fast turning these tactics into auxiliary elements of the movie marketing mix.

In the new millennium, it began with the Hrithik-Esha starrer Na Tum Jaano Na Hum and the eminently huggable tote stuffed toy ‘Tutu’, and while the film washed out before you could say ‘Tutu!’, Tutu did not; more than 80,000 units were lapped up by moony-eyed teenagers! Preity ZintaGood-spirited affection rose to the fore again, with bands of friendship cementing bonds of love with the Yash Raj production Mujhse Dosti Karoge; whose fresh division Yash Raj Films Merchandise is solely meant to focus on this aspect. From Hum Tum cartoon strips in newspapers preceding the film’s release, as also in popular Esha DeolTV soap Jassi Jaisi Koi Nahin, to bags and caps, their strategy proved as humungous a hit as the film itself! Salaam Namaste promoted the trendy coffee mugs from which Preity and Saif slugged, and later slugged it out, in the film. And as this year’s most anticipated flick hits theatres, pre-launch for Kabhi Alvida Rani MukherjeeNaa Kehna, or KANK as the watchword has spread, has invaded news channels to youth music channels, to key-chains, pens and mugs, as the producers left no stone unturned in doing as much as they KANK!

Savoury or not, could leveraging relationships to arouse interest lie far behind in the marketing match? Neither novel nor outmoded, clubbing couples speared by Cupid’s arrow in real life on screen has met with success and failure in equal measure. While real-life twosomes like Elizabeth Taylor and Richard Burton, Richard Gere and Julia Roberts, Johnny Depp and Winona Ryder in Hollywood, and closer home Raj Kapoor and Nargis, Amitabh and Rekha, John and Bipasha have figured in box office wonders, there Aish & Vivekhave been disasters aplenty too – J. Lo and Ben Affleck (Gigli), Aishwarya Rai and Viveik Oberoi (Kyon! Ho Gaya Na), and to an extent Kareena Kapoor and Shahid Kapur (Fida, Chup Chup Ke) – to name a few.

It’s not amour alone though, that can captivate crowds. Take for instance the grapevine hinting of the subtle rivalry between Big B and King Khan. Throw in rumours of disagreements in footage time given to Junior B in KANK, and the launch of its music once for vacationing SRK in London and later for Bachchan at the IIFA weekend in Dubai, these folks sure catered to our appetite for juicy gossips!

So there lie the three golden caveats… one, any publicity is good publicity, two, as far as relationships go, it’s the prospect of thrill rather than the actual story, and finally the universal truth – relationships and marketing may forge the emotional connect but sensible content’s the definitive ingredient for business at the box office!


Anonymous said...

relationship problem

Obak pritibi said...

Vivek n aysh so chip