Cine-marketing like Rockstar - What is the purpose after-all ?

Seeing the current trend, Cine-Marketing definition may easily be related to Consumer Intense and Novel Engagement Marketing. Consumers today relate with brands in essentially innovative ways, often through communication channels that are beyond traditional product/service providers’ control. This article would revolve around the digitalization and marketing in context to cine-Business.

As with most of the business, during the early PLC phase, there is an enormous need of promotions and advertisement campaigns even beyond the expense limit. In case of marketing of movies, it is more reasonable as PLC becomes Movie Release-to-Revenue Cycle, and hence increasing revenues as early as possible turn out to be must need for creating buzz in the market. Conventionally, the promotions and advertising used to be handled by the distributors and exhibitors only but with the digitalization, the need to marketing has been extensively realized.

The golden strategies of promotions including but not restricted to TV, Radio, Print, Live-shows, Theatres & Shopping Malls, Internet, do sufficiently good to achieving the objective of increasing revenue. But the question arises –“What makes it different?” The differentiation - when all among one’s competitors are duplicating the process in fraction of seconds. Imtiaz Ali’s Rockstar (Starring- Ranbir Kapoor, Nargis Fakhri) – A perfect example of Cine-marketing describes how marketing should not be restricted only to promotions but must be extended to building relationships. The concept of creative strategies of marketing makes a film rightly targeted to its audience. Soon after releasing website, rockstar joined facebook. Well, it had to come on facebook because of its targeted audience residing there.

Facebook page (https://www.facebook.com/rockstarthefilm) first started talking about Ranbir to increase the like count on the page, seeing Ranbir’s fan-following on internet. I call it perfect marketing as the consumer engagement was kept on building by the series of uploaded pictures and corresponding likes & comments. The page started with status like – “Amazing guys....We have reached the 1000 landmark....we are awaiting this movie.....Cummon people spread the word....there are still many Ranbir Kapoor and Rockstar fans....who are unaware of the movie ....suggest to your friends....soon we will hear out from Ranbir Kapoor himself...stay tuned for more ROCKSTAR updates!” Besides, the rockstar team was doing many other things like meeting fans in cities, coming to live shows, etc and finally integrating all the events at social networking sites.

The page also talked about story of the movie in short statements and created the buzz asking audience about their expectations and queries on story lines. It started sharing original video links on the page and made fans felt valued. On 20 September, 2011, it posted – “Hey DELHI walooo..Imtiaz ali meets Facebook Fans in Waves cafe at Great Indian Mall...in 1hour :-)...So...how many coming??” And the discussion carried on with series of the movie yatra. What could be better strategy of marketing than this?

Surely not a viral culprit as Ra.One - 52 crore being spent for promotion but apart from the promotion nothing has been done right by the film makers. To continue with the Differentiation, it came up with rockstar diary, where movie team goes to different locations and captures the moments for its audience. With one month before the launch of the movie, they started spending on various competitions - participating people in different quizzes, making them follow twitter page, selecting random fans for free cds etc. As a result, it shares today more than 4, 00,000 fans on facebook and equally engaged other social media consumers, including twitter.

The recommendation is not only social marketing but is capturing your targeted audience. When it caters to Youth, the choice of facebook engagement seems apt. Decision of spending unnecessary huge amount on promotions without having consumer-connection may work, but spending comparatively less and letting your audience decide is a better way ahead. Be it viral, event / sponsored or media marketing, cinema requires equal, rather more of meaningful marketing. This kind of CINE- marketing refers not only to the top-line but also to the bottom-line of the production business.

Rocket Singh - Ranbir's Vision and management

Tonight, I am writing about one of the best movies I have ever seen in my life. Not because I appreciate the way Ranbir kapoor has been greatly performing, but here i am writing for some different purpose.

I still remember, that Friday, I lied my boss that I was unwell , and alternatively went for the first day first show and forced my mom to company  me to see the new role of an actor whom you would praise. Sorry to my boss first of all :D  ( as this movie provided great lessons on management.)

Ranbir as Harprit plays role of a B.Com graduate who has a VISION, vision to make it large; BIG LARGE in sales. He joins the corporate as he wants to become SALESMAN, full of honesty and integrity, yes! That is why even having about 35% of marks; he is SALESMAN of the year. He joins as a trainee in a company that sells computers but goofs up in an early deal that invites him abuse by bosses and ridicule by colleagues. Relegated to his desk, Harpreet is restricted from going on field and realizes that his ideologies are not in sync with the so-called professionals of today.

This is where he will find out that honesty is NOT the best policy; will be treated as a 'Joker Sardar'; be shunned and mocked by his superiors and colleagues alike. His overtures to make a name for himself will compel him to partner with four other employees from the firm, namely Girish Reddy, Koena Shaikh, Chhotelal Mishra, and Nitin Rathore, leading to the creation of a fictitious organization - 'Rocket Sales Corporation'.

Soon he thinks of a way to get even with his boss Puri (Manish Chaudhary) and starts his own secret sales and service agency while continuing to work in his existing company.

Read the plot from here http://en.wikipedia.org/wiki/Rocket_Singh:_Salesman_of_the_Year

"Business kuch nahin hota hai , hote ha sirf log , customer . Log khush honge toh figures apne aap badhenge."

"Risks to spiderman bhi leta hai....main toh sirf ek salesman hoon!!!"

“Tum main upar jaane wali quality hai, lekin tum main neeche jaane wali quality bhi hai”

"Customer ke naam mein hi likha hota hai 'mar'"

“jab paseena khoon se milta hai, daftar palang ban jaata hai, bachche bhul jaate hain; tab ja ke banti hai yeh COMPANY , Dhanda"

Accidently, today I had exam of marketing BRANDING and I can relate my fav. movie -

Branding is not just a logo. So in the movie, Rocket Sales Corporation reaches great heights with its good pricing and unique service offerings and the AYS computers now take over the company and make it AYS Rocket Sales Corporation putting the AYS badge on the logo. But AYS being a bigger and bloated company fails to deliver on customer expectations of the Rocket Sales Corporation and sales figures start to come down. When take over another firm and its brand, it is important to inherit its philosophy and culture and see how you can make the most out of it.

Rocket Sales Corporation is based on


Rule 1 : We never lie to clients. No matter we lose order,let the order go but never lose client's faith


Rule 2 : We believe in services more than sales because sales goes to only that company which offer services.


Rule 3 : We don't give bribe if client ask for it, we don't get such orders.


Rule 4 : We do not promise in false delivery and what date we promised, we deliver by the same date.


Rule 5 : We are always available for client, days and nights.

LESSONS 

The first real lesson the movie gives is, sales should be about people and not numbers; numbers must always follow people

Take Risks in life: “Even Spiderman needs to take risks, we are just HUMANS”

To be an ENTERPRENEUR, one doesn’t need to invent anything, just do things differently

Sales, Services and Supports are the three pillars of a successful business

Treat everyone with respect and have more partners in a company than more number of employees. Rocket Singh addresses one of the key problems faced by any large organization – of how to treat employees like co-owners.

Don’t sell to client what you have, arrange everything what client needs

Never lose hope. Continue to struggle, there will be lots of small gains and big losses on the way, but don’t miss the target.

Winning is not something but it is everything. History only remembers the winners not the runner up

Dishonestly BE HONEST: As a SALESMAN, never enter your correct name and address in the entrance register :p

Finally, one of the more personal lessons that one can learn from this film is that it not only pays to be honest, simple and truthful in the long term, but that this can also help you to improve your public image – and even help you ‘get the girl’ in the end!