Indiantelevision.com Team

(21 February 2008 7:30 pm)

MUMBAI: In an attempt to create a hype around the home video launch of Welcome, Big Music and Home Entertainment has come up with a slate of marketing and promotional initiatives.

Different, customised schemes and contests have been designed for the consumer as well as retailers.

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 question printed inside the cover.

There are 501 prizes to be won. The grand prize is a return air-ticket and a 3-day 2-night holiday in a five-star hotel for two people in Dubai.

The other prizes include Samsung 26" LCD TV, Zenith Laptop, sippers and beach bags.

There are special schemes like "Big Becho," "Bigger Kamao," "Biggest Inaam Ghar Le Jao" for dealers. In addition, there are special schemes for 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 prizes.

There is a six-week TV campaign planned for the release. Special promos highlighting the consumer contest will be aired. There is a special tie-up with MTV for in-programme 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, there is a special tie-up with simplymarry.com. 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 new media front, there are special SMS and WAP contests and pushes planned across operators. Promotions will happen across radio and other platforms as well.