After some & #BANNER1 & # aggressive marketing efforts on its gaming venture, Zapak, the Anil Dhirubhai Ambani Group (ADAG)-owned Reliance Entertainment is set to venture into the home video market in India. Christened Big Flicks, this division will deal in DVD rentals as well as sell-throughs, a market that is still largely unorganised in India. To mark the launch of this venture targeted at movie lovers, Reliance Entertainment is in the midst of a pitch process, in which six-seven ad agencies have already participated.
Orchard and O&M were among those in the initial stages of the pitch. It is learnt that O&M is likely to be among the two or three agencies shortlisted for further rounds. The ad spends are estimated to be in excess of Rs 10 crore, and it is believed that Reliance Entertainment will pump in around $100 million into Big Flicks over the next few years.
No media pitch has been called for, as Reliance Entertainment has an internal planning and buying division.
Big Flicks will be much on the lines of international companies Blockbuster and Netflix and it is likely to be based on the same model of ordering DVDs online. Digital activities (Internet marketing, blogs, and mobiles) will be of prime importance to Reliance Entertainment. Hence, a digital offering from its agency will be preferred. As consumer education is crucial, customer relationship management (CRM) programmes and consumer contact programmes will form an important part of the communication.
This is not to say that a retail presence will be given any less weight. An elaborate network will be rolled out in a phased manner across India, for which above-the-line activities in select cities will be leveraged. Press ads in local newspapers, outdoor hoardings, maybe even a TVC, could be part of the media mix currently being worked out.
A decision on the pitch is expected soon.
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