Marketing Ghajini: Bollywood's Biggest Blockbuster

            
 
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Case Details:

Case Code : MKTG213
Case Length : 25 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Geetha Arts
Industry : Media and Entertainment
Area: Marketing Strategy | Promotion | Services Marketing | Public Relations
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Introduction Contd...

The film was made on a budget of Rs. 500 million with Rs. 140 million set aside for promotional activities. Aamir, being Internet-savvy, made extensive use of the Internet to promote the film. The promotional strategies included viral marketing, ambush marketing, television advertising, multiplex promotion, tie-ups with several well-known brands, and merchandising. In addition to this, a 3D PC game based on the film was also launched. The promotional strategies generated so much buzz around the film that the audiences began to eagerly await its release. The paid previews screened before the release of the film also attracted audiences in large numbers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Experts opined that while there might be myriad reasons behind the success of Ghajini, the way it was marketed played a big role in its ultimate success at the box office. The promotional strategies adopted by the film makers, online as well as offline, created such hype around the film that people turned up in high numbers to watch it in the theaters. Moreover, the film broke all prior box office records set by other films since the day of its release. According to Amod Mehra, trade analyst, “The film, in its opening spell, has broken all previous records of super-hit films like Krrish, Dhoom:2, among others. I feel both the producer and the distributor of the film would recover their money with surplus overflow.", The unprecedented success of the film prompted the film makers to launch the film with English subtitles on December 26, 2008.

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5] David Plouffe: Obama Campaign Manager," www.bittenandbound.com, November 5, 2008.
6] Transcript: 'This is Your Victory,' Says Obama," www.cnn.com, November 4, 2008.
7] White House to Copyright Brand Obama," www.paperarticles.com, February 3, 2009.
8] John Quelch, "How Better Marketing Elected Barack Obama," http://discussionleader.hbsp.com, November 5, 2008.

 

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