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<FONT COLOR="#FF0033"><B>FICCI Frames 2007:</B></FONT>‘Krrish’, more than just another Bollywood flick
At FICCI Frames, ‘Krrish’, the sequel to the 2003 box-office hit, ‘Koi Mil Gaya’, was held up as an example of how a uniquely conceptualised and well-marketed movie can actually grow into a mega brand
Branding need not be restricted to products and services. With the evolution and growing pervasiveness of branding, the concept has been extended to the arena of cinema as well. “Today, movies have evolved to a stage where they can actually be converted into mega entertainment brands,” said Navin Shah, CEO, P9 Integrated, at FICCI Frames 2007. Speaking on the marketing of movies, Shah went on to cite ‘Krrish’ as a case in point.
According to Shah, branding a movie effectively means that the impact should last beyond the release date and, preferably, spread itself over the years to come. As is known, last year’s blockbuster hit, ‘Krrish’, was a sequel to the 2003 success, ‘Koi… Mil Gaya’. While ‘Koi… Mil Gaya’ managed to create ripples with its concept of an alien befriending and transforming a mentally challenged man, ‘Krrish’ had to be dramatically different to be noticed.
Hrithik Roshan with Rakesh Roshan, unveiling the 'Krrish' merchandise |
The first, as is expected, was in-film placement. Brands such as Tide, Hero Honda, Bournvita, STAR India, Lays, Samsung, Singapore Tourism Board and Vicks were integrated into the storyline of the film, fetching revenues of Rs 1 crore.
Second on the list was cross-promotions. “We actually launched separate TVCs and contests with several brands, including Lifebuoy, HPCL Power, Acron Rangeela, Singapore Tourism Board and Diptrix,” revealed Shah. The total media value for these was Rs 20 crore.
The third weapon for P9 was media tie-ups with leading giants such as STAR News, STAR Movies, Channel [V] and STAR One. The tie-ups provided pre and post release hype created with several hours of content to pique viewers’ curiosity (total visibility worth Rs 50 crore).
Next, Starcom executives (which handle the media duties for the Singapore Tourism Board), came into the picture by making the board 'Krrish's' destination partner, thus saving on tour costs for the movie, and leveraging destination marketing for the tourism board. This activity was conceived, planned and executed by Starcom.
Perhaps the most important step P9 took was that of launching ‘Krrish’ merchandise for kids – toys, clothes, caps, cups, the works. Shah said that merchandise worth more than Rs 7 crore has already been sold.
The last leg in the plan was a massive PR rollout, considering the fact that the movie marked a comeback for actor Hrithik Roshan after a three year hiatus (he was last seen in Farhan Akhtar’s ‘Lakshya’).
While the film went on to garner Rs 170 crore at the box office (cost of production was Rs 137 crore), its income through other sources amounted to Rs 18 crore.
“Further, we made ‘Krrish’ a Rs 500 crore mega brand,” Shah said. He explained that this figure refers to all revenues earned by the various entities that were associated with the movie in one way or the other. Hansaplast ads, comic books, an animation series, and a book on the marketing of ‘Krrish’ are examples of how the movie grew into a brand that perhaps even the makers had not imagined.
© 2007 agencyfaqs!