The ‘Rang De Basanti’ marketing revolution

RANG DE BASANTI, the Aamir Khan starrer, produced by UTV Motion Pictures and Rakeysh Omprakash Mehra Pictures, has launched a series of unique marketing initiatives and tie-ups in the run-up to its January 26th release.

The tagline of RDB is ‘a generation awakens’, and the entire marketing focus went into ensuring that every piece of communication reflected this theme. From the use of the graffiti wall in the publicity designs reflecting youth, attitude and rebellion; to ensuring a seamless personality fit with the brands associated with the film, the aim was to stay true to the core values of the movie.

Thus followed a series of partnerships that reflect a turning point in brand-movie alliances in India:

The RANG DE BASANTI SPECIAL EDITION BOTTLES FROM COCA-COLA- For the very first time in the history of Indian Movie Marketing, the Most-Recognized Consumer Brand in the World has launched a special edition bottle – inspired by the spirit of ‘Rang De Basanti’. The bottle is packaged with a wrap-around label featuring the key art of the film – a bunch of friends who decide to accept responsibility for change taking pride in their beliefs, thus propagating Coca-Cola’s key message – “Piyo sar utha ke”. The unique association has been extended across specially produced television commercials, print ads and radio spots. Truly a tie-up that both the film and the brand can boast of “sar utha ke”!

The RANG DE BASANTI RANGE OF MERCHANDISE IN ASSOCIATION WITH PROVOGUE- Once again, a first-of-its-kind merchandising and licensing tie-up in Indian Movie Marketing, wherein the apparel brand Provogue has launched a whole new range of clothing inspired by ‘Rang De Basanti’. The merchandise gives audiences another ‘touch-feel’ opportunity to interact with the brand, with the clothing designs reflecting the tone, look and message of the film. ‘Rang De..-Provogue’ merchandise was launched with a star-studded fashion event in which the cast of the film (including Aamir Khan) walked the ramp showcasing the apparel, and vocalists from the film, including Daler Mehndi, performed to hits from the popular soundtrack of the movie. The event was broadcast in primetime on Zee TV, driving incredible reach and visibility for both RDB and Provogue. ‘Rang De..’ merchandise, which is now available at key Provogue outlets, was also promoted with full-page print ads across major cities.

The RANG DE BASANTI-LG ASSOCIATION- ‘Rang De Basanti’ lends its colors and vibrancy to the new LGX mobile, specially designed for the new generation. LG has packed the phone with exclusive wallpapers and screensavers from the film. The handset celebrates the new generation, which ‘Rang De Basanti’ is all about. This association is being promoted aggressively across media including TV and Print, through an extensive campaign covering cities and towns across the country.

The RANG DE PAATHSHAALA TOUR IN ASSOCIATION WITH AIRTEL-In an effort to reach out to Gen Next, the cast and crew of the film visited a Delhi campus to interact with the students, asking each one of them to “Express Yourself!” (the Airtel tagline). The student interactions involved a range of issues about the current state of the country and our youth – and it has been covered by NDTV to be aired in the week before the release.

The RANG DE BASANTI AND BERGER PAINTS-Berger Paints celebrates the colours of ‘Rang De’ with a multimedia campaign covering Television, Print and Outdoor.

The RANG DE BASANTI and CLUB HP– Hindustan Petroleum has tied up with ‘Rang De’ in a unique association which involves RDB branding at 200 key HP petrol stations across the country, including banners, hoardings and standees at prominent spots.

Mr. Ronnie Screwvala, CEO, UTV says, “We have also tied up with media partners such as Radio Mirchi, MSN and Channel [V] to ensure a 360-degree surround impact with viewers for Rang De Basanti. Each of these partners comes on board with massive media support, which is a win-win for both parties.” He further said, “Even Ten Sports has been running the ‘Rang De…’ title track as its anthem during India-Pakistan matches!”

It is estimated that this revolutionary movie campaign driven by UTV Motion Pictures, is valued at close to Rs. 10 crores of publicity for the film – a first in the history of Indian cinema!