A Case Study In 360 Degree Marketing

THE PRODUCT

A Hindi / English / Spanish movie.

Starring Hrithik Roshan, Abhay Deol, FarhanAkhtar, Naseeruddin Shah, Kalki Koechlin,Katrina Kaif and Ariadna Cabrol.

Directed by Zoya Akhtar and produced by FarhanAkhtar and Ritesh Sidhwani of ExcelEntertainment.

Coming-of-age road-trip movie about threefriends.

Capitalizing on friendship / romance.

THE TARGET AUDIENCE

All Hindi / English / Spanish -movie goers.

Multi-starrer movie so the entire fan base.

All age groups (shows the importance offriendship).

Adventure junkies (shows adventure sports).

The movie might not succeed.

For the same reason, sponsors cannot strategizeto use a long campaign involving a movie.

So the best time for campaigning is right beforethe release the movie and right after the same.

SHORTCOMINGS

ZNMD’S PRIMARY PARTNERS

Aquafina Adventure Partner:

Mountain Dew

ZNMD’S PARTNERS

ZNMD’S PARTNERS

ZNMD’S SPONSORS

ZNMD PROMOTIONS

Aquafina

Mountain Dew

Land Rover

PVR Cinemas

ZNMD PROMOTING MOUNTAIN DEWAlpana Titus, Category Marketing Director, PepsiCo IndiaBeverages said, “Mountain Dew is proud to be associated withthe movie Zindagi Na Milegi Dobara. Mountain Dew hasalways supported and reasserted that one has to face theirfears to conquer it. Our new TVC and association with ZindagiNa Milegi Dobara shows just that.”

Adventure sports is an integral part of the movie.

In-branding of Mountain Dew in themovie is not forcibly placed & in seamwith the story.

USP of Mountain Dew used in themovie: “Darr Ke Agey Jeet Hai!”

ZNMD PROMOTING LAND ROVER

Story: Road trip that changes their life forever.

The script demanded an SUV that could travel ondifferent terrains.

The safety & comfort of the cast was important, henceLand Rover Discovery 4.

The vehicle is also being used topromote the movie in aninnovative way by driving fromMumbai to Delhi.

They did a public concert inGurgaon & stopped at variouscities to promote the movie.

ZNMD PROMOTIONS

ING Life Insurance

Uco Vegter, Chief Marketing & Strategy Officer, ING LifeInsurance India said, “We are delighted to partner withZindagi Na Milegi Dobara and we believe that the title andtheme of the movie, resonates very well with our coreproposition. Because you and your family are insured withING Life Insurance, you can live your dreams. After all youhave only one life to live.”

The company’s latest TV Commercial communicates a keybrand benefit “Manao Zindagi Ki Har Khushi, ING LifeInsurance ke bharosey ke saath” by using happy fun-filledmoments from the film.

The company has also launched a 360 Degree MarketingCampaign to support the association across the country thatcomprises of hoardings, in cinema promotions, specialscreenings for its agents and employees, events targetinghousing complexes and on internet.

ZNMD PROMOTING ING LIFE INSURANCE

ZNMD PROMOTIONS

UTV Movies

ZNMD PROMOTING UTV MOVIESThe channel UTV Movies is to showcase ‘Jeeyo Zindagi’ film festivalfrom 11th to 15th July. A 5 day festival showcasing the best movies ofthe stars of the film. Handpicked movies such as:Hrithik Roshan’s Guzaarish,

Karthik Calling Karthik feat. Farhan Akhtar,

Katrina Kaif ’s Singh Is Kinng,

Oye Lucky! Lucky Oye! starring Abhay Deol

Kalki Koechlin in Dev D.

‘Jeeyo Zindagi’ was promoted throughintegrated promos on-air, mailers, socialmedia and hoardings at key locations acrossthe city.

Opium Eyewear

ZNMD PROMOTIONS

The characters in Zindagi Na MilegiDobara, empowers you when worn: youridentity, attitude and lifestyle.

“It empowers the real YOU!”

It enabled in promoting the movie as wellas marketing of Opium.

The limited edition was released inaffordable prices to meet the masses.

ZNMD PROMOTING OPIUM EYEWEAR

Opium eyewear launched its limited edition ZNMD eclecticeyewear collection.

Opium sunglasses are all about giving in to the addiction.

GoJiyo

ZNMD PROMOTIONS

ZNMD PROMOTING GOJIYOGoJiyo is a collection of social, virtual and film platforms to engage with

consumers.

GoJiyo world has the new experiential engagement campaign comprisingthe experience of playing games with friends in a movie like environmentalong with the chance to meet the handsome Hrithik Roshan and thegorgeous Katrina Kaif.

GoJiyo brings the virtual event of ‘LaTomatina’ of Spain, promoted inZNMD, allowing young people toengage in a festival with their friends.

Customer Centria has conceptualized,designed and implemented thepromotional campaign for ‘Zindagi NaMilegi Dobara’ on GoJiyo, India’s firstever browser based 3D virtual worldwith over 6,90,000 registered users inspan of months.

Gillette

ZNMD PROMOTIONS

Gillette, the leader in Men’s Care Category has established abrilliant association with Zindagi Na Milegi Dobara.

Male brand association with male centric movie of the year.

The TVC talked about taking challenges, daring to face fears asthere is just one life.Associating Gillette with the movie byusing various mediums: TV, On Screen,Online (digital) & ‘Meet n Greet’ with thestars.

A contest was announced on Facebookwhich asked visitors to ‘Share the mostExciting Moment of their Life’ to get achance to meet the cast of ZNMD.

ZNMD PROMOTING GILLETTE

Gaana.com

ZNMD PROMOTIONS

Hungama.com

ZNMD PROMOTIONS

Online Promotions

ZNMD PROMOTIONS

The reach and impact of online media isstronger.

Connecting with the web audience across theworld will give the right push for promotion.

According to the producers of ZNMD, “Since thefilm targets youth, the impact of the promowould be greater with an online premiere.”

Hence, the first teaser promo was will onlinerelease, not a theatrical one.

The plan was to get the audience involved rightfrom the beginning.

The first promo was simultaneously released onthe mobile and digital platforms.

Farhan Akhtar and RiteshSidhwani visited Facebook India to promote themovie.

ONLINE PROMOTIONS FOR ZNMD

Aircel

ZNMD PROMOTIONS

ZNMD PROMOTING AIRCELExcel Entertainment tied up with Aircel to make the promos of the film available on mobile and internet.The trailer got over 55 million views within48 hours of its release.

Two more promos released on 27 May,including the promo of the song ‘Ik Junoon’,followed by the promo of ‘Senorita’.

The next week saw the release of the promosof ‘Khaabon Kay Parinday’ and ‘Dil DhadakneDo’.

Two dialogue promos of the movie werereleased on 3 July.

Royal Enfield

ZNMD PROMOTIONS

SOTC World Famous Tours

ZNMD PROMOTIONS

ZNMD PROMOTING SOTCSOTC, an outbound travel brand of Kuoni, is marketing a 7day Spain package using ZNMD to promote the ‘La Tomatina’festival.

Kashmira Commissariat, Chief Operating Officer of KuoniIndia, said: “There has been a surge in demand and we dohave several packages for Spain, but this is the first time wehave organized an exclusive package to the ‘La Tomatina’festival”.The deal will enable Indiantravelers to visit all the locales,where Yash Raj movies were shot,as well as ‘Chandni’, ‘Darr’ and‘Dilwale Dulhaniya Le Jayenge’.

ESPANA | I Need Spain

ZNMD PROMOTIONS

‘I need Spain’ is the new slogan whichthe Spanish Tourist Board hopes willbring more people to Spain.

The objective of Spain tourism board isto bring more people so the big budget-multi starrer Bollywood movie whichshowcased Spain seemed perfect for “Ineed Spain”.

ZNMD has boosted Spain tourism, justlike DDLJ boosted Switzerland tourism.

Some criticized ZNMD as a 3 houradvertisement by Spain tourism.

ZNMD PROMOTING ‘I NEED SPAIN’

The official game for Zindagi Na Milegi Dobara, based on the ‘LaTomatino’ festival, was released by Jump Games to promote the movie.

The game was made available for all leading mobile platform.

The business head of JumpGames in India, Rajneel Kumar,said that a big similaritybetween movies and gamestoday is that both of themappeal to the youth. Zindagi NaMilegi Dobara is a movie madefor the youth and it is full ofenergy. The same amount ofenergy is reflected on the gametoo and hence the gamepublisher is confident that thiscell phone game will be wellreceived all over.

GAMES FOR PROMOTIONS OF ZNMD

Brand Equity

Widespread promotions and marketing of theirbrands.

Awareness of their brands for the people who didnot watch the movie, but wanted to win contests.

Data collection of the people who took part in thedifferent contests used for the promotion of themovie.

WHAT SPONSORS GOT FOR RETURN

Thank You!