MxMIndia

Tag: Bombay Times

  • In Freaking News, which will now appear every Tuesday and Friday, Ranjona Banerji reviews the fare in the morning papers and the nightly news. And sometimes the afternooners, the newsmags and all that's on the Web

    [MJR] The big wound in Indian newsgathering covered with Kareena Kapoor’s bandaid

    By Ranjona Banerji

     

    Even three years ago, my father couldn’t tell the difference between Kareena Kapoor and Shah Rukh Khan, if he even knew who they were. Now he can recognise every single Bollywood star and can even talk knowledgeably about their new films and their goings-on. He has not watched a film, I must clarify, in I-don’t-know-how-many years. But he is a news junkie. Therefore, when he told me on Saturday that the biggest TV news of the day was that Kareena Kapoor had a band-aid on her leg, I believe him.

     

    I think I also take back every criticism of Markandey Katju I ever made. I opened the e-paper of The Times of India this morning, to have a look at what was happening in the world. The front page of the main edition and the front page of Bombay Times opened next to each other. I have not read Bombay Times since Medianet began, so I did not look further. Why should I, when I already knew from opening the TOI website that Sajid Khan thinks that the Shah Rukh Khan-Farah Khan fight was meaningless and that Sachin Tendulkar had handed over the captaincy of the Mumbai Indians to Harbhajan Singh.

     

    Actually, it said ‘Bhajji” but by now we all know who that is. Should they have called Sachin “Tendlya” to keep the casual tone consistent? Maybe you’re not allowed to get casual with Sachin.

     

    I then went to Google to have a look at Hindustan Times. “Click for the latest Bollywood and cricket news” said the link. Ah well. I already know that, I thought. Kareena Kapoor has a band-aid on her leg and Sachin is no longer captain of the Mumbai Indians. Of course I was wrong. The most viewed story on the Hindustan Times website is “Akshay Kumar, John Abraham in a brawl”.

     

    I had foolishly thought that the Myanmar elections and Aung San Suu Kyi’s imminent victory was big news but couldn’t find it on the home page of these two worthy websites.

     

    So I went to the Times Now website and that is where normal service was resumed. Arnab Goswami, in save-India mode, looked at me sternly and I then knew all about Jaganmohan Reddy’s yatra as the CBI noose around him tightened, the fact that Team Anna was now taking on the BJP over Himachal Pradesh and the Lok Ayukta Bill, that the prime minister had refused to meet army chief VK Singh. I also saw Mynmar there.

     

    I hereby humbly take back all the nasty things I have ever said about Indian television. This I predict will last three days. Because I just remembered Kareena Kapoor and her band-aid.

     

  • From 3D glasses to bobbleheads and a shooter game, Don 2 makers deploy a 360-deg plan to draw people to watch the SRK starrer

    Don 2 marketing on overdrive

     

    By Tuhina Anand

     

    It’s another SRK release on December 23 and the marketing team for Don 2 is on its feet to get the maximum audience thronging the cinemas to watch the magic of King Khan. The December 19 edition of Bombay, Delhi and Bangalore Times carried a front-page invitation from Farhan Akhtar for the 3D music premiere of the movie on Google +Hangout – with a pair of 3D glasses encouraging people to watch Don 2’s videos in 3D on YouTube. The strategy is to attract audiences as the movie is being released in 2D as well as 3D.

     

    Priti Shahani, Chief Strategy Officer, Reliance Entertainment, said, “The TOI innovation is a tactical move. For us the strategy for Don 2 has been to partner with marketers and media that reach out to large numbers. We have looked at all platforms that would give us visibility so while our partnership might not be as grand as RaOne, it should reach a large platform.” Don 2 has associated with platform partners and media partners including Sakal, Lokmat and Amar Ujala to reach beyond metros.

     

    The Don 2 marketing may not be ubiquitous as the blitzkrieg for RaOne, but as Vishal Ramchandani, the Marketing Manager of Excel Entertainment puts it, it has been consistent and concentrated, and peaking at the right time with the movie release slated for this week.

     

    The marketing effort has been 360-degree including even a comic launch published by Om Books. The comic is on the origin of Don and fills in details on the making of Don, thus acting as a prequel to the sequel. Mr Ramchandani also said that on December 23, two sets of games will be launched, made in collaboration with Gameshastra. These games are compatible on PS3, iPad and Android platforms and are basically shooter games where the player gets to be the Don. The social media presence is taken care of with the Facebook game.

     

    Mr Ramchandani said, “We have looked at various innovative and interactive ways to connect with the audience. While SRK is a big name, these marketing bursts ensure in keeping the excitement alive. When tickets today are priced around Rs 300-350 in the first week of the launch, there is a need to create urgency to get people to the theatre and these activities help in doing that.”

     

    Besides the comic and games, there is also a tie-up with Microsoft India where the contest promotes ‘Meet the Don in Berlin’ on various platforms. There is a spin to the Don on the city tours where the hunt is for a Don from each city. This is a positive take on the search for Don. Last week eight cities were toured and more city tours are slated.

     

    The makers are also relying on the highly popular Don ‘sayings’ and marketing it in a big way. ‘The Don says…’ have been popularized on the 360-degree platform.  These dialogues have also been showcased at cinemas halls and even washrooms, thus trying to catch more eyeballs.

     

    In terms of merchandise, one can see T-shirts, bobbleheads and Think Tank board games. There are also a few brands present in the movie, though Mr Ramchandani vouches that these associations are not just for the sake of it but is in sync with flow of the story or, as he puts it, “requirement of the script”. Though a number could not be put on the marketing spend, it is estimated to be running into single-digit crores.  Trade pundits suggest that any big ticket movie spends at least Rs 7-8 crore on advertising and marketing.

     

    Explaining the reason behind marketing even an SRK release, who is a big brand himself, and the need to be promoted aggressively, Ms Shahani said, “Today, the reality is that the shelf life of a movie at best is around 8 weeks and the audience window is even shorter and shrinking. To capture the mind, a brand like SRK helps where like in this movie he stepped out 10 days ago to promote and the impact has been instantaneous. Owning the minds of the audience is impossible today and that’s where marketing and SRK helps.”