Bollywood movie, ‘Zindagi Milegi Na Dobara‘ (You Only Live Once), will be promoted primarily through mobile channels. To achieve that, the production company, Excel Entertainment, has partnered with Aircel to share a two-minute trailer with its 55 million subscribers.
According to the AFP, movie producer Ritesh Sidhwani said that such technology enabled more targeted marketing for films, which are facing increasing competition from other forms of entertainment and are no longer guaranteed healthy box-office returns.
“We felt we needed to go beyond voice to promote ‘Zindagi Milegi Na Dobara’ and therefore we came up with this idea,” said Ritesh Sidhwani.
“I think it will work fantastically because mobile reach is much wider… Many people and especially the young crowd watch promos on the Internet, so we felt it was better to go with this plan.”
Besides mobile, Aircel has also developed a dedicated ‘Zindagi Milegi Na Dobara’ tab on its 600,000 strong Facebook page. It has even made it the landing page for this campaign. For non-Aircel subscribers, you can ‘like’ Aircel’s Facebook page to see the sneak preview. Alternatively, YouTube and Rediff also provide several interesting trailers. The one from Rediff below:
Thoughts
With Bollywood film ‘Zindagi Milegi Na Dobara’ having stepped into mobile advertising, other film maker companies would be keeping a close watch. Success or failure for ‘Zindagi Milegi Na Dobara’ would more or less shape how Bollywood movies approach mobile advertising in the future.
Excel Entertainment’s partnership with Aircel could work like a double-edged sword. 55 million people is a huge audience but it also means other non-Aircel subscribers are missing out the promotion. India has 791 million mobile subscribers ((or 573 million, counting active users), which means only 6 percent of all the mobile users in India will receive updates related to Zindagi Milegi Na Dobara. Nonetheless, this bold step to employ a mobile-advertising-only tactic has already helped Zindagi Milegi Na Dobara gain quite some buzz.
It’s refreshing to see a film company take a creative approach to bringing in a wider audience. It’s a wonderful contrast with other countries where film companies often try to profit from litigation instead of innovation
What do you think?
Stay updated on the go with our mobile app.
Get latest insights with smoother, more personalized experience through TIA mobile app.
