IMC analysis of Dhoom franchise -Dhoom 3

Agenda IMC analysis of Dhoom

franchise -specific focus on dhoom 3

• Project launch(Trailers, Title songs) promos

• IMC Post-production campaigns

• Digital marketing

• Tie-ups and Sales Promotions

• Merchandise sales

• Co-branding and Ingredient Branding

• Overall Marketing strategy analysis

• Recommendations and Conclusions

Project launch “Trailer”

• Main Characters-Deliberately kept out viz Katrina and Uday

• 1St to launch in IMAX format -visually stunning picture quality

• Controversy creation through artists idiosyncrasies

• Sharing news related to shoots and injuries

Launch Promos “Title Songs”

• Main protagonists kept in dark regarding song release

• Trailer launch separate from title song release

• Title song dedicated to “Sachin Tendulkar”

• Title song alone fully released

• Just 30 sec teaser of all other songs-First time in bollywood

Analysis of Launch Promos

• Generating curiosity by not releasing the full songs

• Songs not shown on TV, Internet or any other promotional platform except 30 sec teaser

• Audience will get a glimpse of songs only in films

• Saved 50% of Television budget

• Riskier but curiosity kindling strategy

Digital Marketing Strategy

• “Less is More Strategy”

• Avoided promotional overdrive

• Less Snippets,Less Assets,High PR

• Theme and Trailer song promotion heavily on digital platform

• Title Song release in Mutiple languages (International Singers)-English-Arabic

Social media contests

• Behind the Scene videos

• Social Media contests-Facebook,Twitter

• Lebanese singer used to target middle east customers

• Tie up with Google Online Shoping Festival(GOSF)

• Aamir Khan-Google Hangouts with three biggest fans

Mountain Dew“Join the Chase” campaign

• Facebook app-Targeted at youth

• Games to keep fans engaged and excited

• Users get to share their activity on FB

• Game leverages BMW bike popularity

• Encourages people to buy the product in the first place

Exclusive Tie-ups -Microsoft

• Mobile game contests exclusive for window phones

• Good way for movies to build hype ahead of the launch

• Monetise Advertising

• Games with high local content but international quality

• Makes the contest viral by competing in common portal

Mobile promotion• Ring tones, Song and movie teasers in mobile phone

• Exclusive Android gaming app

• Promotion via mobile SMS,dialogues

• Content constantly updated and revitalised

Social media analysis

• Contests launched in multiple social media platforms

• Integration of content&contests launched in multiple social media platforms viz twitter,facebook

• Brand Engagement in Social media successful

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• Sharing of content in regional and multiple languages including tamil

Sales promotions

•  The production house is taking the less-is-more route for promotions

• Along with the publicity partner, Spice, it is ensuring that the media is not flooded with promos and hoardings of the cop-robber franchise

• At work, are strategically placed teasers to intrigue the audience till the movie's release on 20th of December

• Prabhat Choudhary, head, Spice PR says. "We wanted to buck the trend of plastering the media with promotions. It is a well thought-out strategy to have just enough publicity in the run-up to the film so that people will be encouraged to come to the cinema halls and see the feature film."

• Visual motifs are being employed to make the associations stronger

• Promo Features 1. Space out teasers, promote heavily on digital2. Strike extensive merchandising deals3. Open advance bookings right after first teaser4. Actor Aamir Khan dons the bowler hat in public

appearances

• Despite a minimalistic approach, the producers have signed as many as 18 merchandising deals across categories to establish the third instalment of India's thriller franchise as a brand before its release

•  The licensing partners include :1. Mattel (a collector's edition of dolls of Aamir Khan and Katrina Kaif, toy

bikes, cars etc.), 2. ICEX Electronics (Dhoom 3-branded phones, phablets and tablets),3. Collectabilia (fashion bags, sling bags and caps), 4. Archies (stationery) 5. Bollyexpress (musical and conversational gifting cards).

• The franchise has been successful with its past two instalments, released in 2004 and in 2006. The theme song has been promoted extensively on the digital platform.

• According to the multiplex chain, the movie has already seen sales of just under Rs 2 crore in advance bookings

Merchandise sales & Promotions

• 99 Games: Dhoom 3 mobile games successfully

launched

• Classic stripes:line of hot D:3 bike decals that transforms any bike into a D:3 look-alike bike.

• Nightingale:premium and varied range of D:3 diaries and notebooks

• Gulf Oil: Gulf Pride 4T Plus Bike Oils-retail displays-contest to win merchandise

• Ceat:Limited Edition ceat tyres

• Orosilber:Fashion accessories for men

Dhoom 3 - Mattel

ICEX – Dhoom 3

Collectabillia

Brand Element changes •For the first time ever the logo on the YRF Studio building has been changed.

•They have changed their logo to Aamir Khan's Dhoom 3 joker's mask.

•Throwing some cues about Aamir’s negative role in the movie.

•Drawing a parallel to ‘Joker’ of the Batman series.

•This has generated a lot of excitement and curiosity among the audience.

Celebrity Endorsements•Salman Khan takes the hat out of Bigg Boss' special box and sports it for a week on the TV reality show-Bigg Boss 7.

•Bigg Boss housemates played a game involving the hat.

•Hat, jokers mask and other visual motifs have been used effectively to create multiple brand associations with the parent brand.

•WOM marketing at its best.A strong message to TV viewers and Salman Khan fans.

Events and Experiences

•The children day celebration on Kaun Banega Crorepati turned out to be special for hundreds of children.

•Turns out in a simple avatar: jeans, tee n slippers.

•Oppurtunity for more than 100 school children.

•Looked like a last minute arrangement.

•Complemented with Big B’s tweet after the show about the movie.

OOH Advertising

•Never before a movie has come out with such a huge spread of a hoardings. The entire campaign is to highlight the release date of the movie.

•Crossing all bars to create a certain mystery around it and build curiosity. From releasing only 30 seconds visuals of songs to no previews, the makers have got the audience spellbound.

Ingredient Branding

• Exclusive partnership and Tie-up with BMW motorbikes

• Lead star casts to sport powerful bikes

• Leverages the Bike and the franchise popularity

• Clever ingredient branding-catching audiences attention

Radio promotion• Movie promotion through radios

• Meeting contest winners and signing exclusive merchandise

• Radio chat with audiences

• Sharing movie snippets

• Exclusive song promotions through radio mirchi website -Online listening

Dhoom 3 Radio promotion

IMC analysis• Successfully merged ATL&BTL promotion

• Franchise has leveraged merchandising & Licensing opportunity

• All promotions are innovative and under-played

• “Less is more” strategy adopted

• Conscious decision to avoid any promotional overdrive

Recommendations

• More aggressive campaign in digital media could have been launched

• Publicity via promoting Safe bike driving, Environmental protection could have been taken up

• Promotions of interactive marketing during live chat shows or meeting stars need to be increased

• Innovative print ads could have been adopted

Thank You