Distribution to the World

with Maximization of
Profit & Exposure Level

Build Film into Brands

The making of truly the first International

Super Hero from India

The Hanuman syndrome

First and most successful full length
Indian animation film
Created benchmark for animation
films
Pioneered the Indian animation film
industry
Successfully extended the brand
Hanuman for merchandising

Hanuman 2- The opportunity

Leverage on the established franchise of
Hanuman
Capatilise on the credentials
Explore new innovative avenues to market
the film
Make it a case study in film marketing
To make most successful film of the year

Marketing objective

Build Hanuman as the biggest

entertainment brand from bollywood
ever

The Strategy

CREATE a HANUMAN MANIA

HANUMANIA

The 360
Radio

Print

Outdoor
TV
Ground
promotions
Merchandising
Co branded

Internet

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

Return of Hanuman

10

Success story
Box Office collection
Part 1: Rs. 15 crores
Part 2 : Rs. 80 crores ( estimated)

Brand Hanuman
Sequel 3, 4 & 5 in 2009, 2011 & 2013
respectively
Hanuman Series on Television
Theme Parks
Broadway - Musical
Comics & Gaming
Merchandising

Brand Hanuman worth Rs. 800 Crores

Films as Brands
Krrish
Hanuman
Munnabhai
Dhoom
Don

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Build Entertainment Brands to Widen Distribution and

Increase Exposure Level to Maximize Profits

Exploit the worlds

Second biggest
Entertainment Brand

12

BRAND BOLLYWOOD
-Are v missing the biggest
picture ?

13

Merchandising

Theme Parks

Talent Management
& Fan Clubs

Bollywood Polls

Digital & Online

exploitation

Museums
Content Creation

How can we leverage

Brand Bollywood
at an Industry Level?

Films Festivals
& Premieres
Training
Institutes

Proprietary
Events

Publishing
Bollywood
Celebrations
& Awards

Research &
Development

Thank You

14

The marketing of Bollywoods mega brand

The property
The much-awaited sequel to the 2003
blockbuster, Koi Mil Gaya.
The film that spawned Indias first modern
superhero of note- a marketers delight.
An array of brands across categories
supporting its 20-crore promotional
blitzkrieg.

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The marketing effort

In-film Placement

Merchandising

Destination
Co-promotion

Partner

Media Tie-up

PR

The marketing effort

In-film Placement

Merchandising

Destination
Co-promotion

Media Tie-up

Partner

PR

16

In-film placement
Several brands integrated into the film,
some of which provided promotional
support close to release.

Total Revenue: Rs. 1 crore

Back

Cross promotions

ContestsOn-pack
to incentivise
purchase
Online
content
promotion

17

Co-branded TVCs
with Lifebuoy
with Power
with Acron Rangeela
with Singapore Tourism Board
with Diptrix
Total media value: Rs. 20 crores
Back

Media tie up

Total visibility worth: Rs. 50 crores

Back

18

Merchandising
The first time that merchandise based on
an Indian film was manufactured and
marketed in India through the organised
retail format.
Implemented
through
a revenue
sharing
Merchandising
deal value:
Rs. 7 crores
deal with Pantaloon Retail.
The retailer launched a merchandise range
Revenue
from merchandise
sales:
as well
as co-branded
carry bags.
2 crores
and stillacounting
Range Rs.
promoted
through
360-degree
multimedia campaign, including
multiplexes.
Back

Destination partner
Movie extensively shot on location in
Singapore, leading to a 50% saving in
production cost.
A co-branded campaign across mass media
vehicles.
A special Krrish Trail package launched by
STB to capitalize on viewer enthusiasm for
the destination.
Savings on production cost: Rs. 8-10 crores
Value of media promotion: Rs. 2 crore
Back

19

PR rollout
Massive PR gains by leveraging the
following pegs:
Hrithiks first release in three years.
Path-breaking association with STB.
Cutting-edge special effects that helped establish
the new superheros prowess.
Hrithik on Singapore

Priyanka on Singapore

PR worth Rs. 50 crores

Success story
Box Office collection : Rs. 170 crores
Revenue through others: Rs.18 crores
Brand KRRISH worth Rs. 500 Crores

20

To sum it up
Avenue

Revenue / value
achieved (in Rs. Cr.)

In-film placement

Cross promotion

12

Merchandising

PR

50

Destination partner (STB)

15

Media tie up

50

TOTAL VALUE: Rs. 137 crores!!

To sum it up
Media promotion worth more than Rs. 130
crores.
Universal recognition for brand Krrish- a
long-term cash cow for the producer and a
formidable vehicle for marketers talking to
kids.
Global academic recognition through the
Harvard Business School case study on
Krrish.

21

Proof of the pudding

The sequel to Krrish was announced soon after
release- and theres likely to be more than just
one!
Rs.1 crore worth media tie-up of Hansaplast with
Krrish six months after the release of the movie.

TVC

PoP display

Krrish-branded packs

Coming soon
Krrish comic book
Krrish animation series
Book on Marketing of Krrish

22

Indian Film Industry

Largest film industry in the world

in terms of number of films produced and number of admissions

DRIVERS Underlying
Growth of Indian Film Industry
Growing role
of multiplexes

Reduction in
Entertainment
Taxes

Improved
Industry
Organisation

Innovation in
risk-mitigation
and risksharing

Process
Optimization:
Production,
Marketing &
Release

Increased
Revenue from
new sources

Larger Films
&
Smaller Films

23

Brand Bollywood is
Brand Bollywood is worth Rs. 1 lac crores
v/s the business of Bollywood, i.e. Rs.
6000 crores.
Brand Bollywood touches the lives of
millions across the globe in more
intangible ways.
Bollywood the name conjures more value
world-over than mere box-office receipts.

Teaser Campaign
Teaser hoarding with only tail..

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