afaqs!

Reliance Entertainment to shortlist agencies for home video business

By , agencyfaqs! | In Advertising | April 17, 2007
The size of the business is estimated to be in excess of Rs 10 crore. The home video unit will be called Big Flicks, and Reliance Entertainment is believed to be ready to pump in more than $100 million into the venture


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.

According to sources within Reliance Entertainment, "The brief to agencies is to prepare a plan that helps us popularise the concept of home video in India, as also launch the brand Big Flicks."

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.

2007 agencyfaqs!