Flow of the Presentation

• Introduction to
– Movie marketing
– Reliance BIG Pictures
– Raavan

• The campaign

• Recommendations
 Movie Marketing
• There is a fair amount of films for the viewers to consume every week.

• It is increasingly becoming important for a film to recover money with a good beginning.

• In this scenario, the opening weekend becomes critical.

• Marketing, at the end of the day, has to bring in viewers and then the content has to
stand on its own.

• Marketing ensures that these films get that fabulous opening.

 Reliance Big Pictures
• Reliance BIG Pictures, Reliance Big Entertainment's (RBEL) motion picture
brand, has built a formidable Indian film production slate in English, Hindi
and several other Indian languages, which it markets and distributes
worldwide. 

• Reliance Big Entertainment Ltd. is the flagship media and entertainment

arm of the Indian conglomerate Reliance Anil Dhirubhai Ambani Group.

• It has a significant presence in filmed entertainment (film production,

distribution, exhibition and TV content), broadcasting, studio
infrastructure, processing, digital services, music, home video, animation,
events, out of home, gaming and new media.
 RAAVAN
• Raavan is a 2010 Hindi film directed and co-written by Mani Ratnam.

• It stars Abhishek Bachchan , Aishwarya Rai and Vikram in the lead roles while Govinda, Ravi
Kishan, Nikhil Dwivedi, Tejaswini Kolhapure and Priyamani feature in key supporting roles.

• It was simultaneously released in Tamil as Raavanan with a slightly different cast, which would
also be dubbed into Telugu and other regional languages.

• The film's score and soundtrack is composed by A. R. Rahman.

• The film was released on 18 June 2010. The film's premiere was held in London on 16 June
2010.
 Box Office Collections

• As per reports, the first week business of ‘Raavan’ closed at around Rs 23-24
crore approx. The Tamil (Raavanan) and Telugu (Villian) versions together
grossed around Rs 12 crore over the weekend.

• The movie was released in 2200 theatres around the world in three
languages.

• The movie did a business worth Rs.200 million worldwide on the opening day.

• Film makers expecting the regional versions of the movie would collect about
Rs. 180 million.
 Raavan India and Overseas
INDIA OVERSEAS
HINDI – RAAVAN 1250 Screens 325 screens over 35
countries

TAMIL – RAAVANAN 225 Screens 150 screens

TELUGU – VILLIAN 215 Screens 25 screens

 Role of media
• Television: Quick Reach and Frequency

• Print: Recall

• OOH: Impact

• Digital: Informative + Engagement (Tap RI & NRI Traffic)

• Radio : Recall + Frequency

• Mobile : Awareness
 Creating Buzz through games
Objective
• Get youth involved into the story of the movie
• Creates an urgency for the user to see the movie

How the Raavan Game came to life

• Zapak designed concept, clues and executed the plan
• Discussions forums opened on Facebook and Twitter
• The Game helped to create a Buzz through the use of digital media
Insert Video
 Radio
• 92.7 BIG FM was the official radio partner of Abhishek Bachchan’s latest movie
Raavan and had spearheaded various innovative marketing campaigns to promote
the movie. 

• 92.7 BIG FM had held an on-air contest ‘Raavan ko jaante ho… toh Raavan se milo’
across 35 cities and winners of the contest were also present at the event to meet
Abhishek Bachchan.

• Big FM fulfilled the Bollywood dreams of 20 lucky listeners to meet India’s heartthrob
Abhishek Bachchan. Junior Bachchan chatted, clicked pictures, signed autographs
and completely charmed the listeners present with his wit, humour and intelligence.
 92.7 BIG FM Gets Raavan Live On The Roads Of Delhi

• 92.7 BIG FM, radio arm of Reliance Media World ltd goes live with
Abhishek Bachhan on the roads of Delhi NCR region in search of the
perfect BEERA promoting this year's much awaited blockbuster Raavan.

• The listeners got a 'feel' of the pre-release jitters that the Raavan lead
was experiencing in an all-exclusive show on 92.7 BIG FM.

• AB Junior delighted his fans from across ten prominent locations in the city
as part of the 92.7 BIG FM's entourage through a heart-to-heart
conversation with RJ Vidhi and RJ Satyakam.
 92.7 BIG FM Gets Raavan Live On The Roads Of Delhi

• To further cement the positive feel for the movie in the minds of the viewers, a
trained crew of 8 dancers, performed live for the audiences to the scintillating
"Thok Ke Dilli" in an artistically done-up forest canter (truck).
• This forest themed truck toured ten different locales in the city which was
escorted by 7 to 8 bikes which were also dressed up in the character Beera's
avatar.
• At each location where the Ravan team stopped, Abhishek Bachchan turned out
to be quite a cynosure, interacting with the audiences and distributing
merchandises from the movie.
• The entertainment quotient peaked ten-folds, when the BIG team reached
Ambience Mall, where Abhishek joined the dance crew shook his leg on the
same peppy number.
Insert Video of the road show
 Raavan first bolly film to use Cisco Telepresence
technology !

• Creating a milestone in use of communication technology,

'Raavan' became the first ever Bollywood film to use Cisco
TelePresence technology for film promotion.

• On Friday, June 11, the film's producers hosted a global press

conference using Cisco TelePresence technology to connect the
film's director and cast with media present at two global locations.
 Raavan Press Conference

• Actors Abhishek Bachchan & Aishwarya Rai Bachchan joined the

conference from the Cisco office in Mumbai, while actor Vikram and
director Mani Ratnam joined from a Cisco TelePresence unit deployed at
the HCL office in Chennai.

• Media persons from the US and Dubai attended the press conference
virtually over TelePresence, from their respective locations.
 Raavan Press Conference

• As the Indian film industry is becoming increasingly globalised,

technologies such as TelePresence can provide a platform for
stars and directors to connect with their global audiences
without having to travel thousands of miles to get an authentic
face-to-face meeting experience.
 The premier at london
• London: The Bachchans, the first family of Indian cinema, were out in force in London for the
world premiere of the Bollywood film Raavan

• Abhishek Bachchan, his wife Aishwarya Rai Bachchan and father Amitabh Bachchan attended
the showing late on Wednesday, as did the film’s director Mani Ratnam and Oscar-winning
composer A. R. Rahman

• India is the largest film industry in the world. We sell twice the amount of tickets that
Hollywood does,” Abhishek Bachchan told Sky News television

• The crème de la crème oh boollywood attended the premier.

• The premier was a much talked about event and created a hype on various news and radio
channels
 Raavan on Social media

• Will social media be Raavan’s Raavan?

• With Twitter’s popularity increasing, the film industry made full

use of it during the release of Mani Rathnam’s Raavan.

• However, a day before the film’s release, Raavan was thrashed

badly on Facebook, Twitter and even through sms’es!
 Will social media be Raavan’s Raavan?

• People witnessed an avalanche of Raavan reviews – the twitter search

page (for Raavan) already had 120+ tweets in 2 minutes and was
growing rapidly.

• Some people do take a decision to watch or not watch the film based on
their social media world’s (which massively differs with people) opinion,
the impact of all this on Raavan’s performance would have been
immense.
 Social Media Report
• Raavan was one of the most Awaited Bollywood movies of
the year……
• And rightly so it was a worldwide trending topic on the
social networking site twitter” – So what are people talking
about the movie??
Insert Video
Is it a hit? Or is it a Major Disappointment?
Few Reactions :
Is it a hit? Or is it a Major Disappointment?

An Overview :
16%
38% Positive
46% Negative
Neutral

Only 38% of positive responses about the movie, the ones

who liked it, like the cinematography and the locations
 Demography of the search
6%

Twitter
42% 52% FaceBook
Website

Over 200 reactions monitored from various Social Media Sites

 Raavan Brand alliance
Kazoonga.com
Abhishek Bachchan asks Fans to Book Tickets for Raavan on KyaZoonga.com - the Official
Ticketing Partner for his Upcoming Movie

Abhishek Bachchan tweeted, “Coolness! Was just hangin' with Kyazoonga.com crew, they're
the online ticketing partners for Raavan. And I booked my tickets for the world Cup 2011 in
India. How cool is that? Go get them guys!”

• IDEA
IDEA presents ‘RAAVAN kaun hai?’ [IDEA TV Ad]
The Ad Asks you who is Raavan
A.Abhishek
B.Vikram
C.Aishwarya
 Raavan Brand alliance
• Lux Superstar Commercial
• The Lux Superstar offer gives an opportunity to consumers to
meet Bollywood’s superstar couple Abhishek and Aishwarya in
London as well as save Rs.1, 3 or 5 on purchase of the soap
 Recommendations
• In the future Reliance BIG pictures should
invest in the movie by emphasizing on the
script rather than the star cast , the producer
and the director .

• A mistake which they made with Kites and

Raavan.