Actor-turned-filmmaker Shah Rukh Khan has pulled out all the stops when it comes to marketing his magnum opusRa.One. With 30 brands and associations and 10-month long marketing campaign, SRK has been promoting Ra.One with a marketing budget of nearly Rs. 40 crore.
Ra.One's marketing campaign has seen the star outrun himself and everything else in the run up to the release of his most ambitious project ever. Be it the full page advertisements at the beginning of this year, the first teaser launch way back in March or even the city tours to promote the first look of the film in May, SRK has created and sustained the marketing campaign ofRa.One like never before.
Ra.One's marketing campaign has seen the star outrun himself and everything else in the run up to the release of his most ambitious project ever. Be it the full page advertisements at the beginning of this year, the first teaser launch way back in March or even the city tours to promote the first look of the film in May, SRK has created and sustained the marketing campaign ofRa.One like never before.
Labelled as his biggest brand test ever, SRK's name has ensured that while brands associate with his project, even leading rival TV channels have vied for his attention for the finales of their reality shows.
Looking at the list of his tie ups, it becomes clear that even the brands that do not have him as their brand ambassador have come forward to be a part ofRa.One. Despite there being other members of the star cast, a leading distributor co-producer Eros and even the crew of the film, everything has boiled down to SRK.
SRK has made nearly 30 public appearances in last 40 days of the film's campaign, which is the highest ever by any star. And, it is not just marketing but even merchandising in form of Ra.Onetoys and comics has been the talk of the town.
But SRK knows that a film's final make or break moment is when the projector lights up the celluloid screen in a darkened hall. Marketing and merchandising would get the crowds to the hall but thenRa.One would have to take over to light up the eyes of those who had come to watch dreams unfold.
Will Ra.One break box office records?
It is a marketing thrust that has never been seen before in this intensity. In the process, expectations are running high. SRK knows the associated risk and he has bridged enough gaps to ensure that Ra.One gets a good shot at pulling in the moolah.
He has Amitabh Bachchan, Rajinikanth and even Lady Gaga on his side. Now all he has to do is bring in some 10 to 20 million viewers to go and watch his movie.
For the first time after quitting TV reality show Kaun Banega Crorepati (KBC) as a host, SRK went back to the sets to play the game with Big B. To promote his film SRK would do anything. Even bury, what people call, bad blood between the two super stars.
The film also has some of the other biggest names in the industry. SRK would be coming together with Kareena Kapoor after a decade. And tying in the southern audience there is Rajinikanth in a cameo appearance as Chitti the Robot. Add to that a chartbuster sung by R&B star Akon.
SRK is not going to hit the finish line on October 26, when the film releases. In fact, Force India 1's car would bear the film's logo at Delhi's first ever Formula 1 event.
Lady Gaga and SRK are going to have a chat session at the super villain Arjun Rampal's party. Who knows the singer might just end up endorsing the film too.
It is a marketing thrust that has never been seen before in this intensity. In the process, expectations are running high. SRK knows the associated risk and he has bridged enough gaps to ensure that Ra.One gets a good shot at pulling in the moolah.
He has Amitabh Bachchan, Rajinikanth and even Lady Gaga on his side. Now all he has to do is bring in some 10 to 20 million viewers to go and watch his movie.
For the first time after quitting TV reality show Kaun Banega Crorepati (KBC) as a host, SRK went back to the sets to play the game with Big B. To promote his film SRK would do anything. Even bury, what people call, bad blood between the two super stars.
The film also has some of the other biggest names in the industry. SRK would be coming together with Kareena Kapoor after a decade. And tying in the southern audience there is Rajinikanth in a cameo appearance as Chitti the Robot. Add to that a chartbuster sung by R&B star Akon.
SRK is not going to hit the finish line on October 26, when the film releases. In fact, Force India 1's car would bear the film's logo at Delhi's first ever Formula 1 event.
Lady Gaga and SRK are going to have a chat session at the super villain Arjun Rampal's party. Who knows the singer might just end up endorsing the film too.
Most successful Hindi flicks
So far, the biggest hit in Hindi film industry is 3 idiots, followed by films like Dabangg, Gajini,Bodyguard, Ready and Golmaal 3. All these films belong to SRK's contemporaries, making it difficult for his fans to justify his numero uno position.
With a Diwali release and so much hype, the prestige of Bollywood's number one position is at stake. Will G.One succeed in keeping the crown or will it all be an effort gone waste? Ra.Oneholds the key.
With a Diwali release and so much hype, the prestige of Bollywood's number one position is at stake. Will G.One succeed in keeping the crown or will it all be an effort gone waste? Ra.Oneholds the key.
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