Case Study On Ghajini

CASE STUDY ON

INTRODUCTION ► ► ► ► ► ►

Ghajini is a 2008 Bollywood film directed by A. R. Murugadoss and produced under Geetha Arts. It is a remake of the Tamil film with the same name, which was also directed by Murugadoss. The plot of Ghajini is based on the Hollywood film Memento, written and directed by Christopher Nolan. It stars Aamir Khan and Asin in the lead roles Aamir Khan spent a year at the gym, continuously training with his personal trainer for the role. The movie is an action-thriller, with strong romantic elements, that explores the life of a rich businessman who suffers from anterograde amnesia(SHORT TERM MEMORY LOSS) following a violent encounter in which his love interest, model Kalpana, was killed. He tries to avenge the killing with the aid of Polaroid Instant camera photographs and permanent tattoos on his body.

MARKETING STRATEGIES

Before 25th December

First Look ► Ghajini's

marketing started way back fromMarch 20 when he came out on the premier of RACE with his new BALD look . ► It actually gave the perfect sneak peek at the two looks of Aamir in the movie .

► In

November, this photo shot across leading dailies and Aamir without even showing his face and his 8 packs instantly became the talk of the town.

The 8 pack promotion ►

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Cut back to october 2007 and remember SRK and the ho-hallah around his 6 pack abs.It was only around that time that Aamir silently started working on his own, and just to make it better, he added a pair and made it eight! The fact that the man now had a 8 pack and a fantastic body, he decided to show the world how he got it! Up came the videos with 'Making of Aamir's 8 pack' on all news and entertainment channels. He even went a step ahead and called a press conference to introduce his trainer and explain his diet chart!

Television appearances ► With

the TV channels filled with Ghajini promos, Aamir went into overdrive with his interviews, which came in by the day on every news and entertainment channel ► He even made some guest appearences on reality shows.

Offline Promos at Theaters

► 'Theater

personnels with Ghajini hair cut' act that he did on the release on Rab neBana di Jodi.

Co Branding ► Tata

Sky started running Ghajini “specials” complete with behind-the-scenes stories of the upcoming film

► Samsung launched

special Ghajini edition mobile phones of L700 and M200 models. ► These handsets have preloaded with Ghajini ringtones, pictures and songs.

► Tata

Indicom started with a outbound dialer service with Khan's prerecorded voice. ► Van Heusen launched Ghajini's apparels in their stores all across India and is backing it with in-store campaigns and giant posters of Khan dressed in formal attire. ► Van Heusen also organized a fashion show wherein models along with Aamir sported the Ghajini look.

Viral SMS campaign ► People

received sms on their mobile which goes ……

“Someone killed Aamir’s girlfriend and he lost his memory. Then he tries to find out the killer. Suspense… Aamir himself is the killer. Now enjoy Ghajini!” 

Digital Promotion ►

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Aamir Khan is known for his use of the web and digital medium to create buzz and word of mouth for his movies. the makers of Ghajini have roped in Hungama to create maximum visibility for the film via the digital medium. Hungama has created multiple properties for Ghajini. Properties like  www.rememberghajini.com,  www.findghajini.comand  www.wallofsuspects.com that drive the curiousity around the movie and provide an experience like the movie, over the Internet.

► The

film makers took Indian film making to the next level with a supporting full fledged 3D computer game based on the movie. ► the game is the first Indian Action 3D game ► This game was designed by FX Labs.

Final Week controversy ► 'Ghajini

Release Stayed' court notices which threatened to stop the release of the immensely anticipated film a day before 25th December.   ► Naturally, this became breaking news with minute to minute tracking on the latest updates. 

Were these promotional efforts where enough ?

YES

AFTER 25

TH

► 100%

DECEMBER:

opening day collections with over 1500 prints ► Expected 120 crore business by end of first week ► Best Ever Opening ► Top film of 2008 already

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Two weeks, 160 crores in local markets, 40 crores from overseas markets are some tempting benchmarks one cannot imagine in Bollywood. Yes! Marching towards 250 crore mark, Ghajini has everyone overawed. With 1200 digital and analog versions, this movie sneaked into nook and corner of India. The Ghajini mania provided by the bollywood perfectionist Aamir Khan who lived the film character himself with exclusive hairstyle, has created enough impression even on a school child that every family’s weekend agenda included a compulsory visit to this movie. Not to say of the post release exploitation by internet community that capitalized on the weakness of young boys by introducing online game which is also a big hit among the youngsters who claim the game to be much more thrilling. True! Ghajini is a benchmark.