Bollywood and Online Marketing

by iridiumInteractive
August 7, 2008
in Company News, Interactive Marketing, iridium Interactive News, Media & Entertainment, Web2.0
1

Circa 1972
Bollywood has given us many scientific discoveries and hypotheses.
Good old fiery villain, Ajit, arguably had some amazing patent pending TORTURE TECHNIQUES up his villainous sleeve:

“JAAAANI – Voltage Badaaao-Currrrent Badaaao..Uska Resistance Kum Ho Jaayega”….
Even better technique:
“Usko Liquid Oxygen mein bundh kardo…..Liquid usko Jeeene Naheen Dega; Oxygen Usko marne Naheen Dega”

Circa 2008
In the light of this amazing history , the embracing of the new wave technologies by Bollywood is not surprising.
The active blogging by Big B and Small A are known to all.
The current activities being executed before the launch of a Bollywood film “PHOONK” by RGV is another fantastic case in point…..
This can be a case study of how to build the curiosity and community cascading effect for a brand.
Small but sure steps taken by RGV:

Writing in his own blog for the rationale to make such a film – ( a scary spooky film)
The Film Website ( www.phoonk.in) – designed and ready on the websphere well before the launch of the film
The Website has teasers, picture galleries, videos of the film in the making.
Smartly, the website also has features for trade enquiries like distribution, music rights etc
Groups have been set up on Facebook and Orkut.. Highly active members are already building the buzz thru these groups.
The website also has links to the Groups prominently placed on the homepage too. Fantastic idea to drive membership and awareness for the new groups.

RGV has even posted a challenge – asking anyone to watch the film alone in an empty theatre. Even before the launch of the film, a buzz has been created for the challenge- with many among the bold and beautiful coming forward to watch the film alone !!

I am no diehard fan of RGV – but would surely doff my hat to him for the smart manner of embracing the web medium to reach the audiences smartly.

Notwithstanding what FRIDAY has instore at the box office, RGV sure does pack a few spooky punches.