Shah Rukh Khan's Magnum opus, Ra.One, has achieved a feat, herculean for many bigwigs to attain. An archetype of integrated marketing and promotion, Ra.One is one such movie that has been marketed into every sphere of common man's life. Extending to a period of 10 months, the integrated marketing and promotion of Ra.One has been done in an absolute Hollywood way. In a one of its kind campaign, Shah Rukh very cleverly publicized each aspect of his sci-fi film.

Considering the fact that the genre of superhero is lukewarm in Indian market, Shah Rukh adopted a unique strategy to grab eye balls and all the necessary attention. To generate buzz and create curiosity was SRK's outmost aim. For this, he like a very shrewd market guru left no stones unturned to make Ra.One strike big. Be it collaborating with over 30 brands or stretching a long promotion campaign, the integrated marketing and promotion of Ra.One was intended to be a scale above the rest.

A landmark in Indian History

Rewind ten years back and all you got to see in terms of a films promotion was newspapers full page advertisements or a few promos on television. But with competition getting cut throat, fresh ways of promoting a movie have surfaced high. Ra.One is testimonial to this fact. It all began with World cup this year when during the semi-final match between India and Australia the official trailer of Ra.One was launched. Lasting for a period of 10 seconds, this trailer took masses by surprise. Meanwhile, director Anubhav Sinha unveiled its first look on social networking website Twitter.

A brainchild of Shah Rukh Khan's witty mind

Soon it was followed by Shah Rukh's tour to 36 cities across the globe. In order to innovatively promote this film, SRK even didn't deter from collaborating with YouTube and video chatting with fans over the net. Setting new standards for promotion, Shah Rukh beckoned a global campaign attracting hullabaloo and thrill. Through means of digital media, he reached out to fans and people beyond boundaries. From Red carpet events to Google Plus platform to appearing in realty shows finales, he pulled out all stops to help Ra.One become a smashing hit. Be it games or digital comics, the Ra.One fever circulated rapidly in each possible sphere.

Teaming up with Multiple Brands

More so, Ra.One being a youth centric film tied up with numerous brands including Linc pens and Horlicks.

McDonalds being children's favourite too was roped in as a major collaborator. Through means of Ra.One's robot miniature toys, the Happy Meal of McDonalds tried attracting kid's fascination. A lucky few even got the opportunity to meet star himself.

Marketing Blitzkrieg

The music launch of movie too was no less than a grandeur event. With over Rs 10 crores being spent on its music launch, Shah Rukh ensured that this event stays inimitable.

Also, by releasing this movie in multiple languages i.e. Hindi, Telegu and Tamil, Shah Rukh played smart and extended viewership of this flick. Flexing its market muscle, Ra.One has been promoted in a uniquely never done before way.

Exploring the sphere of Merchandizing

Moreover, in order to benefit from merchandising, SRK's home production, Red Chilies, is even in a process of launching G.One products at the film's official website. Products like piggy banks, pencil box, notebooks, sippers and lunchbox shall all be sold as a part of this movie's promotion gimmick.

Mind of an astute Marketer

Touted as a savvy marketer, Shah Rukh Khan very well understands the need and power of Marketing. In his endeavour to associate himself with each possible brand, he has laid an example, for others to follow.

Making profits even before its release

The total costs incurred for the integrated marketing and promotion of Ra.One is estimated to be around Rs 40 crores. Hyped as India's most expensive movie till date, Ra.One's satellite rights have already been sold at a whopping price of Rs 35 crores. Even the distribution rights for this picture have been traded for about Rs 77 crores. The Ra.One game too has been bought by an electronic biggie for about Rs 5 crores. Spending money like water, SRK has even given a sizeable share of promotion to online media and News channels.

Reducing his dependence upon box office revenue, Shah Rukh has played clever by recovering the costs incurred from the pre-licensed content i.e. digital, cable, home theatre etc even before official release of his flick.

Taking all the right moves of an astute Marketer, SRK has struck gold with cash bells ringing in full swing. Shah Rukh in the past 40 days has made 30 public appearances, highest by any star.

From where to pursue Advertising and Marketing?

So, if you too want to make a successful career in the sphere of Advertising and Marketing then you can study the same at any of the following renowned institutes.

• Indian Institute of Pharmaceutical Marketing (IIPM)
• Institute of Marketing & Management (IMM)
• Times School of Marketing
• International School of Marketing Communications (ISMC)
• International Institute of Creative Marketing

Thus, it wouldn't be wrong to quote that digital media has played an essential role in promoting Ra.One, making it bollywood's first ever greatly marketed flick. Hence, if you too see yourself with creative bend of mind and innovative ideas flowing high then sky is the limit for your rise.

Source: Priyanka Wali (Shiksha Team)