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The week saw the home video launch of the 2007 comedy blockbuster Welcome by the company. The much talked-about movie was a run-away success, and the team at BIG is making sure that the scale and hype around the home video launch sets another record of sorts.
The marketing&promotional elements of the home video launch have been designed keeping all target audience in mind. Different, customized schemes and contests have been designed for the consumer and what is called 'trade' in industry parlance.
"Welcome Ghar Lao, Dubai Mein Holiday Manao" is a purchase-led contest for the consumers. The consumer needs to buy a VCD or DVD copy of the film and answer a simple question printed inside the cover. There are 501 prizes to be won. The grand prize is return air-ticket&a 3-day 2-night holiday in a 5 star for 2 in Dubai. The other prizes include Samsung 26" LCD TV, Zenith Laptop, cool sippers and beach bags.
There are special schemes designed for dealers (Big Becho, Bigger Kamao, Biggest Inaam Ghar Le Jao), small retailers (Jeeto Big, Welcome Par) and a display contest for large format stores (Welcome Display Dikaho, Apne Store Ko Jitao). All these schemes and contests carry exciting prizes and have generated a strong positive buzz&excitement in the market.
The complete 360 degree marketing campaign includes media like never before. There is a 6 week TV campaign planned for the release. Special promos highlighting the consumer contest will be aired. The special POS designed highlight the contest and the availability of the home video. There is a special tie-up with MTV. There is special in-program integration with 'Super Select', a popular show hosted by VJ Nikhil. Viewers can win costumes from the movie and 'Welcome Gift Hampers'. MTV will also be running contest spots and specials of the movie.
Going with the theme of the movie, the winners get a chance to dress like Katrina Kaif for their wedding by winning her costume which she wears for her engagement in the movie. On the mobile front, there are special SMS&WAP contests and pushes planned across operators. Promotions will happen across radio and other medium as well.
The high pitch launch sure has grabbed the industry's attention. Big music&Home Entertainment seems set to enjoy themselves with this hit comedy caper.
|Katrina in playful mood|