LUCKY a.k.a. SUPERCHOR

Mumbai: A compulsive thief, Lucky SIngh aka Superchor’s exploits border on the audacious usually. The super thief is a class nine dropout and he began his life of notoriety in 2003 when he was arrested in New Delhi but gave police the slip.

Luckyis reported to have committed over 500 burglaries with impunity across the country. From Delhi to Bangalore, Chennai and Mumbai,almost all the big cities have been privy to his silken craft. He is a master escape artist, giving the police the slip in Delhi, Chennai and Chandigarh after being captured.

The one thing that helped Lucky pull off his audacious robberies was how he tamed dogs, ensuring they hardly came in the way of him pulling one daring theft after other. While Lucky was not very picky about what he stole, he did have a weakness for fancy cars and luxury watches

“LOST CAUSE”

Atul Vasudeva

Darshan Shah

Nikhil Saraf

ATM Machine Stolen

Delhi : Police on CPsays a thief stole anATM machine fromoutside a conveniencestore. He wasobviously helped byhis partners. CPpolice say an officeron patrol noticed themachine missingbetween 3 and 4:30a.m. Friday.

The machine waslocated outside a MilkN Things store in.The store had closedat 11 p.m. the nightbefore. A mananswering the phoneat the store said themanager was notavailable to comment.Police did not sayhow much cash wasinside the machinewhen it was taken.

Planning & Strategy

PRODUCT-Edutainment. The movie educates the masses to be

alert to their surroundings. It helps them to beware of

people like Lucky- Entertains with its humour

and its music

PRICE-Keep the ticket prices low initially. This helps in

creating initial buzz as well as repeat viewings

- Social Media Marketing lowers the cost drastically at

the same time helps in reaching a large number of

people together

PLACE-All over India release in

multiple languages- Personal appearance of

actors and director (Dibakar) on talk shows and TV shows

PROMOTION-Both Online and offline

Online: Engagement of users on social networking sites like

Facebook and Twitter –Identity Theft, Games etc.

Offline: OOH, TVCs, Print, On ground activations and

announcements in public places

STRENGTH

- Director with an excellent track record

- Backed by a leading film studios in India – UTV Motion

pictures- Abhay Deol has proved himself now and again

-Paresh Rawal in a triple role will be a treat

- Music by Sneha Khanwalkar

WEAKNESS-Neetu Chandra’s inexperience in acting can be a reason for

concern-Relatively low budget-Low on distributors

-Except Abhay Deol & PareshRawal, rest of the cast

almost unknown-Can be considered off beat

movie because of the director

.

OPPORTUNITY-Previously unexplored

concept of a movie on a real life con man

-Ability to self distribute using various up and coming

platforms-class envy and conflict,

family dynamics, lower middle class aspirations

-wraps the whole thing in an extremely entertaining

package

THREATS- Other big budget movies

with bigger stars releasing on or nearby

dates.- lack of low budget

traditional distributors leads to the need and additional work of self

distribution..

4 P’s SWOT

Robbery articles in the name of ‘Lucky chor’ start appearing in the newspapers , once every week at the same space [Eg. ATM Machine Stolen]

Marketing strategies

< 6 months to release >

Identity Theft:Multiple Reports of online profiles being hacked and identities stolen. These,

profiles will be used by Lucky to announce a live robbery on a

particular day. .

Another Robbery

AHMEDABAD: TheMadhavpura policereported another caseof robbery today.Police suspecthandiwork of the sameperson who wasinvolved in the samearea last week.

At 2.30 pm, incidenttook place whenRanchhod Parmar, aresident of Gomtipur,reported theft of hisparked scooter. As perhis complaint, he wasstanding near DelhiDarwaja when twomen came near himand told him that hisshirt was soiled. Whenhe after cleaning theshirt after borrowingwater from a nearbyshop, he found hisscooter was missing.The scooter had Rs. 2.5lakhs in its glovecompartment.

70% of the Indian population travels through the railways, thus a tie with them would be beneficial. Regular announcements for taking care of your luggage could be modified to promote OLLO - “Lucky namak chor jo ki police kigiraft se faraar ho gya hai, yahin kahin ghoomraha hai, kripya apne samaan ki suraksha kare…!”

< 1 month to release >

SUPERCHOR

Rope in ‘Gameshashtra’

(a game development company) to develop a

MMORPG for the movie (online + mobile app) on the lines of

games like GTA

Radio announcements of keeping

safe; similar to those of

railway & news channels. Also, ask people to share their

robbery stories

Tie up with news channels to track Lucky

and his robberies over the course of a

month as if they were real

Share your personal

robbery stories through

facebook and see them

featured on the official movie

blog

LUCKY ARRESTED!

Cochin: Devinder Singh,also known as ‘LuckyChor' or 'Super thief', wasarrested today from ahotel in Pune in a jointoperation by theMaharashtra and theKerala Police. The arrestcame six days after Luckyreportedly broke into ahigh security house ofNRI businessmanVenugopalan Nair inThiruvananthapuramand stole goodsworth Rs. 50 lakh,according to the police.

He allegedly deactivatedelectronic surveillancedevices and drove offwith a sports utilityvehicle (SUV)worth Rs.28 lakh, alaptop and two mobilephones from Mr Nair's

house.

Mr Daithankar said thatLucky has hundreds ofcases against him indifferent states across thecountry; 300 in thenational capital alone,said the police today.

< 1 week to release >

SMS/Mail Direct marketing

strategies could be applied to reach out to

audiences with a social message like : ‘Jan hit mein jaari...’

A Crime Patrol & CID show based on Lucky and his robbery.

These episodes would end with them giving

up and asking audiences to visit theatres to find

Lucky

Announce through every channel possible of the

staging of a LIVE ROBBERY a week before release at a

destined time and place of a precious object.

This robbery will also be simultaneously webcast on YOUTUBE for a worldwide

audience

www.superchor.com

A massive 2 day online sale of various products. These can be in tie up with different brands. The entire thing will be marketed as

Lucky’s stolen goods

Entire ‘Chor Bazaar’ will be empty and shut with a huge ‘SUPERCHOR’ sign

directing people to the website as if this was all Lucky’s work.

A twitter campaign will accompany this strategy where we’ll try and trend

#superchorstrikes [this hashtag will also be used for all news reports

previously generated]

“Finally, Lucky has been caught, come and watch him confess his crime in front of millions of people in a theatre near you.”