Movie Channels
The ‘Rang De Basanti’ marketing revolution
Mumbai, 15th Feb, 06: The terms ‘out of the box’ and ‘innovative’ are bandied around quite a bit in the world of marketing. But here’s a campaign that truly embodies those claims!
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!
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
