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Movies go BTL: Upcoming film Aagey Se Right takes activities on ground

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | September 02, 2009
Aagey Se Right, a comedy from UTV Motion Pictures, is exploring the BTL route to grab the attention of its TG

Indian films are constantly on the lookout for innovative and interactive ways to reach the audience. Earlier this year, Excel Entertainment launched an integrated promotional campaign, called By Chance, to engage prospective viewers for its film, Luck By Chance. This time, UTV has come up with an innovative promotional campaign for the latest movie from its stable, Aagey Se Right, to find a 'lost gun'.

Releasing this Friday, Aagey Se Right is set in present day Mumbai and explores the story of chance, co-incidence and real life humour. The story involves a cop called Dinkar Waghmare, played by actor Shreyas Talpade, and a terrorist played by Kay Kay Menon. Through a series of events beyond their control, the cop loses his gun and the terrorist loses his heart. Their worlds collide in a maze of chance and mayhem spanning five days.

& #BANNER1 & #Kick started early in August, the promotional activities for the film have been executed as events associated with the chase to find Waghmare's lost gun. The gun is the high point of the film and the campaign has been woven around it. The campaign began with the launch of the 'Win a Gun' contest on the website, www.gunontherun.com, where users could take home a gun by answering a simple question and help the cop, Waghmare, find his lost gun as well.

A press conference was held at a shooting range at Vile Parle in Mumbai on August 21, announcing the mega chase. As a part of the chase, leading up to the film's release on September 4, Talpade is travelling to seven cities - Ahmedabad, Indore, Nagpur, Delhi, Chandigarh, Jaipur and Mumbai, posing as a security guard at the entrance of malls, frantically searching for his lost gun.

Dressed as a cop, he searches the shoppers' bags for the lost gun, surprising them and creating a lot of buzz. He has also visited various houses in the cities, looking for his lost gun and informing people about the film over a cup of tea.

A radio contest will be conducted across the seven cities in association with Radio Mirchi. The winner's house will be visited by Talpade in search of the gun.

Shikha Kapur, vice-president, marketing, UTV Motion Pictures, tells afaqs!, "This is the first time that UTV has relied on BTL (below-the-line) so heavily for film promotion. Nowadays, it becomes imperative to engage your TG (target group) in an interactive way. Aagey Se Right is a comedy and appeals to the youth in the age group of 15-30 years. We realised that holding press conferences and the usual promotional activities will not go a long way in catching our TG's attention, and therefore chose to go with an innovative campaign."

However, Kapur was tight lipped about the marketing spends on the BTL activities.

On UTV Bindaas, a series of fun filled vignettes called Breaking News will run where a first time reporter Aaliyah Khan along with a camera person Ranjeet work on a mission to bring an exclusive coverage of cop Waghmare's quest for his missing gun. This is their first big assignment and throughout the chase they immaturely fight with each other, make mistakes, interview the cop, and bring live commentary from the scene.

Talpade is also appearing in various reality shows and other shows on TV, not as a celebrity, but as the cop who has lost his gun. This will not be a vanilla movie promotion but a run-in, where he will be 'running into' episodes of various shows, including Sa Re Ga Ma Pa Little Champs on Zee TV and Tarak Mehta Ka Ooltah Chashma on SAB TV, searching for his lost gun.

Also, with a view to promote the movie, Talpade will do all the interviews with a gun pointed to his head, depicting the pandemonium that takes place after he loses his gun, which falls into wrong hands.

Recently, afaqs! explored how movie production houses are launching OOH (out of home) innovations to target viewers. On the same lines, the cast of the film, including Talpade, Menon, Mahi Gill, Shenaz Treasurywala and Vijay Maurya immersed a six foot 3D gun made of clay on August 26, the day of Ganapati Visarjan, praying for peace and freedom from violence and terrorism.

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