INM MAGAZINE VOLUME 8 | FEBRUARY 2016
#M2M
and Comedy along with thrillers, family life
oriented
Behaviour: Brand Conscious, emotional
Geography: Tier-2 and Tier-3 cities of Maharashtra
and Andhra Pradesh
TARGETING
Working middle class population of 35 years of age
residing in states of Maharashtra and Andhra
Pradesh, emotional and brand conscious.
POSITIONING
Meaningful Cinema based on True Life Events
featuring a record breaking actor for his popularity
in the Lead Role
Asli Power Dil mein hoti hai! Yeh baat
humesha yaad rakhna Janaab!
¥
¥
¥
¥
¥
¥
¥
20th December 2012.
First promos of “Nautanki Saala” and
“Chashme Baddoor” were clipped with
Special 26.
The Out-of-the-box music launch at Regal
Cinema where movies premiered in 1980s.
The Star Cast visited the Crime Spot of the
incident from where the film drew
inspiration.
CBI officials were invited to a special
screening held exclusively for them on 6th
February 2013.
Movie was promoted in Tier-1 cities like
Mumbai, Hyderabad as well as Tier-2 cities
such as Nagpur by Viacom18 along with the
Lead Pair.
Akshay Kumar dedicated a mellifluous
romantic ballad, “Mujh Mein Tu” which was
recorded in his own voice to wife, Twinkle
Khanna on the occasion of their wedding
anniversary.
The Star Cast visited the sets of various
reality shows like Nach Baliye 5 and carried
out their individual promotions of the movie
on their respective Twitter Handles.
SUGGESTIONS
MARKETING MIX
PRICE: Tickets priced in multiple of INR 26 for initial
weeks, closer to the usual rates
MARKETING MIX
PRODUCT: The product is a quality movie rendering
the best combination of an extremely popular lead
actor Akshay Kumar, who set a record of five back to
back hits which generated more than 400 crores just
in India, a young actress Kajal Aggarwal and
critically acclaimed actors like Anupam Kher, Manoj
Bajpayee and Divya Dutta
PRICE: The pricing was standard depending on the
show timings and seat classes in single screens and
multiplexes.
PLACE: The movie should have been aimed at welloff educated multiplex audiences. It earned 50
crores at the multiplexes and 16 crores at the Single
Screens in the first month of its release.
PROMOTION: Online promotion was very less and
was only visible at individual levels on Twitter
Handles. Unusual Promotional Strategies like the
Music Launch at Regal could have been avoided and
promotion through commercial award show, TV
shows and YouTube Uploads should have been
considered.
STP
PLACE: It earned 50 crores at the multiplexes and 16
crores at the Single Screens in the first month of its
release.
SEGMENTATION
Demographics: 20-40 years of age, Urban Middle
Class and High Income Groups, graduates with
Annual Disposable Income around 123,025 INR.
PROMOTION:
¥ The movie has been shot at popular and
crowded locations in Delhi such as Chandni
Chowk and Jama Masjid.
¥ Theatrical trailer was released online on
Psychographics: Manage their money well,
optimistic about their future, interested in cultures,
conscious about health and well-being, outgoing
nature, rely on Word of mouth, like music and tend
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