From The Editor’s Desk

This time of the year, for us at Club MarkUp, not only marks the end of an year full of

activities, also the consummation of the most awaited event - the Marketing World Cup.

This is a special edition covering the highlights of Marketing World Cup 2011. Glimpses of

triumph, struggle, competition and glee could be seen through the “Moments of MWC”

captured in the pictures.

Theme articles based on Marketing of Films will throw light on the different takes of cine

marketing in the tinsel town. Divya Bhatia of Welingkar, Bangalore talks about the

changing nature and need of marketing of films in India post production. Kaustav

Chattopadhyay of IMT Ghaziabad discusses the recent marketing trends that have caught

audience’s eyeballs. Vinod Gandhi of IMI Delhi focuses on the increasing use of the Online

Media by movie makers. He cleverly relates it to Consumer intense novel engagement

marketing in use. And finally Aswani Raturi of IMT Delhi emphasises on the need for movie

marketers to be cautious of going over the budget in the course of advertising the movie.

We also have some interesting opinions on Ra.One – being a culprit or victim of over the

top marketing campaigns.

We thank you all for your overwhelming response to this edition and hope to witness more

participation in coming editions. We look forward to your valuable suggestions, feedback

and queries. Do mail us at markup.imt@gmail.com.

Now relax and enjoy our intriguing special edition in this holiday season! See you in 2012.

Happy Holidays and Happy Reading!!

Prity Jha

Page 3

From The Desk Of the Editor

Markezine Team

Editor — Prity Jha Content Development— Ankit Gupta, Prachi Agarwal Front Cover Design — Aashish Kumar Back Cover Design — Aashish Kumar

Page 5

1. Advertisement: IndianOil Corporation Ltd.………………2 2. From the desk of Editor………………………………………..3 3. Advertisement: Suzlon…………………………………………4 4. Meet the ‘Facebooking’ Rockstar…………………………..6 5. Changing faces of Cine Marketing………………………….7 6. “The Weekend That Counts”…………………………………8 7. Cine Marketing: Innovation is the key…………………...10 8. Mark-e-feeds: Salvation with Marketing Innovation..11 9. Marktoons………………………………………………………..12 10. Advertisement: Business India……………………………..13 11. Moments of Marketing World Cup 2011…………………..14 12. WoW: Words on Wall…………………………………………16 13. Advertisement: Airtel………………………………………….18 14. Marketing World Cup 2011: sponsors & partners………19

CONTENTS

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Facebook page (https://www.facebook.com/rockstarthefilm) first started talking about Ranbir to increase the

like count on the page, seeing Ranbir‘s fan-following on internet. I call it perfect marketing as the consumer

engagement was kept on revolving by the series of uploaded pictures and corresponding likes & comments. On

8 October 2010, the page says – ―Amazing guys....We have reached the 1000 landmark....we are awaiting this

movie.....Cummon people spread the word....there are still many Ranbir Kapoor and Rockstar fans....who are

unaware of the movie ....suggest to your friends....soon we will hear out from Ranbir Kapoor himself...stay

tuned for more ROCKSTAR updates!” Besides, the rockstar team was doing many other things like meeting

fans in cities, coming to live shows, etc and finally integrating all the events at social networking sites.

The page also talked about story of the movie in short statements and created the buzz asking audience about

their expectations and queries on story lines. It started sharing original video links on the page and made fans

felt valued. I remember on 20 September, 2011, it stated – “Hey DELHI walooo..Imtiaz ali meets Facebook

Fans in Waves cafe at Great Indian Mall...in 1hour :-)...So...how many coming??” And the discussion carried

on with series of the movie yatra. What could be better strategy of marketing than this? Surely not a viral cul-

prit as Ra.One - 52 crore being spent for promotion but apart from the promotion nothing has been done right

by the film makers. To continue with Differentiation, it came up with rockstar diary, where team goes to differ-

ent locations and captures the moments for its audience. With one month before the launch of the movie, it

heavily spent on various competitions by asking people different quizzes, making them follow twitter page, se-

lecting random fans for free cds etc. As a result, it shares today more than 175000 fans on facebook and equally

engaged other social media consumers, including twitter.

The solution here is to start with target audience in mind. When it caters to Youth, the choice of facebook en-

gagement seems apt. Spending unnecessary huge amount on promotions without having inner matter may not

work, but spending less and letting your audience decide is a much better way ahead. Be it viral, event / spon-

sored or media marketing, cinema requires equal, rather more of meaningful marketing. This kind of CINE-

marketing refers not only to the top-line but also to the bottom-line of the production business.

References : * http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1 * https://

www.facebook.com/rockstarthefilm * http://www.marketingmovies.net/chapters/chapter-1-creative-strategy-for-marketing/

Meet the ‘Facebooking’ Rockstar

By-

VINOD GANDHI,

IMI DELHI

Seeing the current trend, Cine-Marketing definition may easily be related to Consumer Intense

Novel Engagement Marketing. Consumers today correlate with brands in essentially

innovative ways, often through communication channels that are beyond traditional product/

service providers‘ control. This article would revolve around the digitalization and marketing

in context to cine-Business.

As with most of the business, during the early PLC phase, there is an enormous need of

promotions and advertisement campaigns even beyond the expense limit. In case of marketing

of movies, it becomes more reasonable as PLC is translated to Movie Release-to-Revenue

Cycle, and hence increasing revenues as early as possible turn out to be must for creating buzz

in the market. Conventionally, the promotions and advertising used to be handled by the

distributors and exhibitors only. With the digitalization, the need to marketing has been exten-

sively realized.

The golden strategies of promotions including but not restricted to TV, Radio, Print, Live-

shows, Theatres & Shopping Malls, Internet, do sufficiently good to achieving the objective of

increasing revenue. But the question arises –“What makes it different?” The differentiation -

when all among one‘s competitors are replicating the process in fraction of seconds. Imtiaz

Ali‘s Rockstar (Starring- Ranbir Kapoor, Nargis Fakhri) – A perfect example of Cine-

marketing describes how marketing should not be restricted only to promotions but must be

extended to building relationships. The concept of creative strategies of marketing makes a

film rightly targeted to its audience. Soon after releasing website, rockstar joined Facebook.

Well, it has to have come on Facebook because of its segmented audience residing here.

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Changing Faces of Cine Marketing

MULTI MEDIA MARKETING OF FILMS

SOCIAL MEDIA: The movie industry is busy leveraging social media to connect with fans and promote its prod-

ucts. Even much before the release of the films fan pages of the films are created on social network sites. Creating

viral alternate by using social networks, movie marketers build awareness about the upcoming films.

It is becoming like a habit of a youngster that after watching a movie they post reviews as their Facebook status, &

suggest movies to their friends. People also explore this medium they generally read reviews of the movie on inter-

net and then decide whether they want to watch the movie or not.

MARKETING BY FORMING A NEW MARKET

These marketing gimmicks are specially targeting to the kids. A large variety of toys, mobile applications are

launched into the market before the release of the films. By flooding the market with movie-centric products, the

movie gets more visibility, which is always welcome. Even large amount of revenue is generated by marketers by

the emergence of new market. Various product categories are: Video games, comics, 3D objects, toys

Ra-One was the one who was able to commercialize this channel very well. Even others films like Hum Tum ,

Bhoot, Krish, Koi Mil Gaya, Kabhi Alvida Na Kehna performed pretty well.

REVERSE MARKETING: When movies are based on great stories of Novels or Books already audience is ex-

cited about the movie and it create a kind of Buzz about the movie. But in this case director have to be very careful

about the plot to fulfill viewer‘s expectation.

Some of big success of these kind were Guide, 3 Idiots, Parineeta and Bride & Prejudice.

INNOVATIVE WAY OF MARKETING “AAMIR KHAN STYLE MARKETING”

These promotional strategies hit the audience mind with a great bang.

- He uses a sort of negative promotion, like he warns the audience before stepping to watch

Dhobhi Ghat and Delly Belly. He clearly tells audience what they are going to find in the movie.

- Ghajini haircut: Aamir Khan himself turned into Barber for promoting film and was doing mar-

keting through storytelling before the release of film.

- Doing promotion of his films in remote villages, weddings and whole India tripping.

- For the promotion of his film 3 Idiots he created a Facebook account named ‗Pucca Idiot.‘

What may be the method used by marketing films, one factor is common, fan following and

the stardom is so big in India it will keep on attracting audience.

By-

DIVYA BHATIA,

WELINGKAR

(MUMBAI)

EARLY 1960’S- 1980’S

The simple marketing campaigns used to attract

audiences to films were huge hand painted postures

on cloth. The small town and villages uses rick-

shaws decorated with film poster announcing about

release of the film on loudspeaker.

Actors don‘t go outside to promote the films, they

were maintaining their exclusivity. The premiers of

the films were mega events the films which were

declared hit in metros was able to pull the crowd in

small cities.

1980’S – 2005

After the introduction of cable Television, the way in which films were promoted also

changed. Much before the release of the films promotion videos of 1-2 minutes were shown

on television. In place of hand painted poster digital posters took place and small music

launch parties came into existence.

2005 ONWARDS

With the internet in hand here comes the digital marketing, which totally revolutionized the

way films are marketed. Producers spend huge amount of money in promoting their films

exploring every available media for promoting their films. Actors are also contributing

equally, they go extra mile to promote their films by appearing in reality shows, marriage

functions, international events and what not.

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“The Weekend That Counts”

Page 8

By-

KAUSTAV

CHATTOPADHYAY,

IMT GHAZIABAD

“I am only interested in the views of two people: one is called Bresson and one called

Bergman.”

― Andrei Tarkovsky

Well Mr. Tarkovsky, the business of movie making has changed a bit since your time. Once defined as the perception of a director about a subject, films today have become a full-fledged business proposition; in India it is one of the fastest growing sectors with a CAGR of 12.5%.

Well Mr. Tarkovsky, the business of movie making has changed a bit since your time. Once defined as the perception of a director about a subject, films today have become a full-fledged business proposition; in India it is one of the fastest growing sectors with a CAGR of 12.5%.

My mother once told me that unlike today when people enter the movie theatre during the open-ing credits, in the earlier days people used to enter the hall as soon as the gates opened - to see the advertisements!!! Com-pare it with today when a quite watchable pirated copy of the movie is available online within 2-3 days of the release free of charge. Gone are the days, when a dazzling poster hung outside cin-ema halls would attract the audiences towards it.

The sheer number of films made today forces multiple films to clash on the same Friday. The big releases at least get a free reign for a couple of weeks. Most small budget films go out of theatre after the first week itself. So marketing the movie effectively is vital for the film. Devika Shroff, Marketing Head of Excel Entertainment aptly puts it – ―A High Risk Business, but if done well – an extremely profitable and gratifying one.‖

We can say that the sup-

ply chain of the movie

business is as follows –

Producers create the end-

product, but they don't

sell directly to the con-

sumer. They market it distributors. Distributors market to exhibitors. Theatre exhibitors

and Internet strategists market to the end consumers.

Page 9

Movie is an intellectual property that can be ported to a variety of deliverables: theatrical exhibit, non-

theatrical exhibit, DVDs, CDs of the soundtrack, cable broadcast, pay-per-view in DTH, iMovies, etc;

merchandising such as clothing, toys, games, posters. So today there are a number of avenues for

revenue generation of a movie. Many movies today break-even even after lukewarm response because

of this. But pricing becomes a major issue in most cases. E.g. due to global piracy, movie DVDs and

music CDs are priced cheaply.

For some years, the internet, more specifically social

networking sites have become major vehicles of movie

marketing; as the age segment of 16-25 years being the

target segment of the industry majorly. Shahrukh Khan

practically promoted Ra. One for 18 months on Twitter

tweeting about the shoot, uploading photos. As a result

the interest level reached such a zenith that the movie

recorded unprecedented box-office collections in the

opening 5-days even though collections decreased expo-

nentially afterwards due to poor word of mouth.

Now let us look at some of the innovative movie market-

ing strategies in the recent past:

1) 3 IDIOTS: Aamir Khan is not called Mr. Perfectionist for nothing. He

alone has changed the face of movie marketing in India; be

it not disclosing the title of his next film thereby increasing

audience interest or multiplex workers shaving their heads

prior to the release of Ghajini, he indeed believes in doing

it differently. But to promote his 2009 Christmas release 3

Idiots, he raised the bar to a new level by embarking on a

journey through the country in disguise. Be it going to

Sourav Ganguly‘s house as his fan or riding ferry in the

ghats of Beneras dressed as an old man, Rancho‘s journey

definitely caught the eyeballs. That coupled with a good

movie resulted in the biggest blockbuster ever.

2) BAND BAJAA BARAAT:

This YRF offering had no big stars but a simple story to

tell about wedding planning. They ran a contest in which

the winning couple got a free wedding nearing the time of

the film‘s release and supposedly planned by the film‘s

lead pair. The movie had a slow but a very long run result-

ing in a box-office hit.

3) INCEPTION:

Warner Bros. went for a viral marketing approach to promote this Christopher Nolan science-fiction

movie. They opened a website almost a year before the release. Then it showed Cobb‘s (Leonardo Di-

Caprio) top. After four months the top toppled and made way for a game which needed to be won to

see the first poster of the movie.

Movie marketing is still in its early days and we will have to see with what innovative ideas marketing

experts come up with to market their movies.

“I was near PVR Saket, Delhi; I was having my dinner and heard two people saying

these days who watch movies in a theatre when you can get it online and that too for

free.”

So the opening lines gives a clear picture that how difficult it is for a cine-marketer to

get the viewers in theatres to make some money. It becomes very difficult to substanti-

ate the ROI of the marketing expenses. So with so many options available today it is a

gargantuan task for a movie marketer to justify the advertising expense and to convert

target audience into actual customers.

What we are seeing today is a very vibrant entertainment industry, movies are fighting

with every other single entertainment medium to keep their place intact and remain

profitable. On top of that piracy, ease of theft of digital media, competition and satura-

tion due to over dosage and multiple options are just adding on to the trouble. All this

has posed a great threat to the marketer and made it very difficult for him to make

every single penny spent effective. As the plethora of entertainment medium has occu-

pied spaces in the Indian homes, marketer needs to find more innovative ways to reach

the target customer or rather in this case target audience. Grabbing attention of the au-

dience is very challenging in between the clutter and noise of the marketing promotion

activities.

It just started with hoardings of movies in Mumbai and box office and now to satellite rights,

merchandising, promotional events, associations with internet portals (especially social networking

sites and you tube), watching online movies (legally on Yahoo and Youtube), contracts with food

chains (Ra.One and MacDonald), things have taken a totally different dimensions. This sea change is

totally justifiable when from the sea of entertainment media one has to create a distinct customer/

audience delight from their distinctive offering. It becomes immensely pertinent to create a brand

among so many films which entice audience to view the movie.

There are very high chances for a marketer to fall in the trap of over budgeted marketing campaign

because of the immense competition. Examining cine marketing on basis of Porter‘s five force model

it seems that one need to spend enough to capture attention of target audience. There is enough threat

from competitors, there are plethora of substitute products, and there is threat of new entrants too,

customer has enough bargaining power (even seeing movie for free through internet) and what not?

Innovation is the key to rule in the world of cine marketing and perhaps Ra 1 proved it by just having

a channel on you tube which provided every day happening of Ra1 making. One of the thing by

which an Indian viewers go to the cinema is by reviews of friends and not of critics. So buzz market-

ing becomes very important tool to make a movie a very successful product. Immense increase of

internet population in India (121 million, as per IMRB) also gives scope for use of online marketing,

so the online buzz can also be created, to be more precise what we call in marketing term-Viral Mar-

keting. Positioning of movie becomes very important and that can be easily established by these

means of buzz.

The marketing efforts must be directed in a way that audience is convinced about the movie and pre-

fer watching it in theatres. The likeability of the movies must be increased through the marketing ef-

forts. In the process the cine marketer must not become myopic by over or under spending for the

marketing expenses. It is albeit difficult but extremely important to identify the ROI of the market-

ing.

By—

ASWANI

RATURI

IMI, Delhi

Cine Marketing: Innovation is the key

Page 10

Religion is fast becoming a product in today‘s society. Faiths are not only competing with

other faiths, but a plethora of other things in the commercial clutter. Religion is probably

one of the oldest things to be marketed but the efforts are much more organized now. This

can be said to be the manifestation of struggle to survive for most of the faiths.

We can take the interesting case of United Methodist church in the US where they tried to

reach specifically 18-to-34 year olds with a catchy with a "Rethink Church" message to

redefine the church as a 24/7 social interaction . The campaign costs them a whopping $20

million! Innovative ways of marketing communication have been used. Street teams, door

hangers, T-shirts, Twitter and Facebook are included as campaign media, along with net-

work TV, radio print, mobile, e-mail, outdoor and event sponsorships. The Vatican in

2009 decided to start a channel on Youtube as they thought they were lagging behind other

faiths that used the medium for promoting their faith.

Cultural and spiritual plurality and readily

available information have made people

more curious about other faiths and their

practices. This has made Feng Shui prod-

ucts across the globe. The art of Yoga

knows no boundaries. It is even being

customized for other religions. In US,

some are practicing yoga, but replacing

the obligatory ―OM‖ with the words of St.

Francis of Assisi. Successful marketers

understand the fact that in the fast paced life people are sel-

dom able to observe religious rituals due to time constraints

but still they want to do something for the soul. As a result,

we see idols of Gods being sold online along with other reli-

gious products like pooja thalis, shankhas, religious threads,

rudraksha etc which are required while performing various Hindu rituals. There are portals even for e-pooja/

prarthna! We can find numerous websites for other religions also. A tweet on twitter reads ―Sunday April 26,

11:15 am Eucharist at Trinity Church will be tweeted live @trinitywallst. Don't miss it!‖ So people are now

being catered their way. The Dalai Lama is now tweeting. Even His Holiness is looking to attract a young au-

dience just like everyone else.

Beyond making money, ―Religious organizations can make use of marketing techniques to support activities

like fund raising and increasing their membership‖ (Kinnell and MacDougall 1997, 159).Religion is quite of-

ten used for collecting funds for charity, development, education, health facilities etc. Atheism also has be-

come a religion and prominent people supporting it like Richard Dawkins and Christopher Hitchens have be-

come the prophets of atheism. To promote the ‗no God‘ message, 800 buses were used in UK. The campaign

raised nearly $150,000 in four days. ―There‘s probably no God,‖ the advertisements say. ―Now stop worrying

and enjoy your life.‖

We need to understand the difference between marketing faith and using faith to market a product. For exam-

ple, box office hit of the year 2004, The Passion of the Christ. Was the audience really interested to see the

gory details of Jesus Christ‘s last hours? Or religion as usual lent itself to controversy for filmmaker‘s gain. A

lot of people, including priests and rabbis watched the movie to see if it was anti-Semitic. Or take the case of

2003 novel The Da Vinci Code by Dan Brown, people who had never shown any interest in Bible read it. The

power of controversy is being cleverly capitalized from a marketing perspective.

How far one can go to market a faith is a debatable topic. But it is true that marketing religion is a balancing

act. One has to be relevant and at the same time, true to his own faith. This is a complicated task.

References

http://www.marketingreligion.net/?cat=3&paged=4 * Brands of Faith (by Mara Einstein) * http://www.rethinkchurch.org/ *

A Changing Marketplace: Marketing Religion and Spirituality to Generation X (Robert D. Montgomery, Mark A. Mitchell, Daniel L.

Bauer, Gregory B. Turner) * The Role of Leadership in Marketing Religious Organizations (Mehmed Elezovic) *

http://www.alexleduc.com/2005/12/religious-marketing.html * How Religion has Embraced Marketing and the Implications for Busi-

ness, Ann Kuzma, Minnesota State University * http://adage.com/article/news/churches-religion-marketing/136541/

By—

MD

SHAHNAWAZ

AKHTAR

IMT

Page 11

Mark-e-feeds Salvation with Marketing Innovation

Markezine‘s Special edition presents the Marktoon for the theme of the

month i.e. Cine Marketing: What‘s your take on the marketing of films?

Below is the illustration for the same -

MARK-TOONS Page 12

Visit http://www.businessindiagroup.com/subscribe.aspx

Moments of “MARKETING WORLD CUP 2011”

As the happening 2011 comes to an end, we witnessed the culmination of our most coveted

event of the year – the Marketing World Cup.

MWC‟11 saw overwhelming response from the students across the length and breadth of the country. We had over 200+ team registrations which included teams from IIMs, IITs, NITIE,

SIBM, MDI, XLRI, IIFT, FMS and many others.

We saw ultimate competition in terms of innovation, creativity and intelligence in all the events of MWC‟11. Teams came up with very thoughtful and innovative strategies,

campaigns and ideas.

Marketing World Cup is the only core marketing event across B-School circles in India. This year MWC theme was Blue Ocean, as we believe in innovation as the key to breakthrough

change and progress. The fight for the customer attention is no more based on fierce competition, but on value innovation. And hence the theme was based on most talked about

theory of this era.

MWC‟11 boasts of corporate sponsors and partners such as IndianOil, Business India,

SAIL, Airtel, Croma, Bausch & Lomb, VIP, Spykar etc.

It proved to be a great platform for budding marketers to showcase their talent in various

categories of events, which addressed various facets of marketing from youth centric market

research to integrated brand promotion and shelf space management. With students across

India vying to get a place in the finals, the competition for the qualifying round was intense,

and the most innovative teams were invited for the finals that were scheduled for 26th-27th

Nov‟11 at IMT Ghaziabad campus.

The first day of the Marketing World Cup‟11 finals began with

our guest of honours Mr. Gopal Krishnan, Sr. Vice President -

HR, IndusInd Bank and Mr. Ajay Davesar, Head – External

Communications, HCL Technologies Ltd., lighting the lamp

and officially declaring the Marketing world cup open,

followed by an insightful talk on The Indian Advantage and

Innovation in Indian Companies. Our respected faculty Mr.

Amitabh Deo Kodwani, Chairperson PGDM (Full Time) was

also present to share with us his experience and thoughts on

Innovation in an Indian Context.

Page 14

We were also honored to have a guest lecture by Mr.

Ranjit Kumar – DGM Sales North at VIP Industries

Limited. He talked about innovation at VIP with focus on

changing demand and style of international travelers. It

was certainly a rich experience for the student managers

to gain tips from an industry expert on International

Business and Marketing. Pune came a close 2nd and 3rd

position.

The first event of the day, Placement Blueprint – a core event based on Shelf Management and

Floor Planning, started off in full swing with

teams from IIM Lucknow, IIFT Delhi, SIBM Pune and IMT Ghaziabad, presenting one after another

killer strategies to woo the customers into their store. Team “MadMen” from IIFT Delhi won the

show by grabbing the first position and two teams from SIBM,

The second event of the day, SIM-Plified

which was based on creating Defensive Market-ing strategy for a telecom titan due to latest

policy on Mobile Network Portability, saw fierce participation among teams from IIM

Shillong, IIFT Delhi, Welingkar Mumbai, FMS Delhi, SIBM Pune and IMT Ghaziabad. Judge

for the event, Mr. Pramod Bisht, Product Head,

Idea Cellular was immensely pleased by the ideas presented by the participants. He also

shared his views on application of Blue Ocean Strategy and Innovation in Telecom sector. Team “Monsters with Chivalry” from IMT Ghazia-

bad won with their witty ideas to defend the subscriber base of Helliance Telecom.

The third event on Day-1; Adrenaline Hike witnessed immense competition among four IMT-G teams and teams from IIM Kozhikode, IIM Indore and IIFT Delhi. IndianOil sponsored

event had some superb ideas from the participants for Servo‟s promotional campaign . Team “Avant Garde” from IIMK won the 1st prize by presenting a well-researched and designed

promotion strategy.

The last salvo for the first day was for The Grab Bag – a market penetration strategy based event sponsored

by VIP Industries. Team “Mariners” from IMT-G won

the awesome VIP bags for their ingenious ideas to market the ever expanding bag portfolio of VIP.

And as the first day of came to a successful close, the

sigh of contentment of MarkUpites was to be heard amidst the roars of winners and the cheers of partici-

pants! There was eager wait for day two among the teams as day one did not reveal a clear winner on the

leader board and that the teams were neck and neck at the end of day one.

Page 15

The second day started off with even

more enthusiasm and zeal. The first event of the

day; Parl-e-Carte based on go-to-market strategy

for ready to eat food segment of a well-known

brand which acquired another brand recently.

Judging over the event Mr. Raju Vaziraney, COO at

Radico Khaitan Ltd. was very pleased with the con-

duct of Parl-e-Carte and the presentations of the

teams. He shared his experience at Radico Khaitan

and explained to the participants about the impor-

tance of integrated brand communication has in

any new product launch. Although there was intense competition among other teams, Team

“Mariners” from IMT Ghaziabad stood first.

Next event „Thank You for Smoking‟ was an on-the-spot event based on surrogate

marketing in the tobacco industry. Team “The I-Dimension” from IMT-Ghaziabad stood first, presenting their creative ideas to promote

tobacco brands with Cause Marketing in focus.

The last on-the-spot event Line of Fire-2 con-tinued its legacy of attracting best of the brains

to face the press under the open sky showcas-

ing the best of public diplomacy. Judge for the event, Mr. Shishir Tripathi, Head CLM - Sr. Mar-

keting Manager, UNINOR was overwhelmed to find the questions and counter questions being

handled by the participants with alacrity. Team “Monsters with Chivalry” from IMT Ghaziabad

won the long game of questions and answers.

The last and the most speculated event of the MWC‟11 was Gale Force – based on

market research of youth‟s perspective on renewable energy and sponsored by

Suzlon Energy. Team “Spooky Caravan” from IMT Ghaziabad stood first with their

fierce presentation on youth‟s knowledge of green energy and level of engagement

needed by Suzlon to make an impact on today‟s youth.

With all the events being conducted

smoothly and participants demonstrating a great show of creativity, talent and

hard work, the Marketing World Cup‟11

came to an end. . Team “Monsters with Chivalry” became the ultimate champion with total 192.5 points. Team “Mariners” were Runner‟s up with 175 points.

The closing ceremony presided over by Mr. Shishir Tripathi, Head CLM - Sr. Marketing Man-

ager, Uninor testified MWC‟11 being a success.

Team MarkUp

Page 16

Once famous for the expenditures on

extraordinaire sets of Mughal-e-azam, today‘s

bollywood buzz is the promotion budget of

Ra.One which is 52 crore. Often described as

the "longest promotion in Bollywood history", the

term "promotional blitzkrieg" has been used for

its marketing campaign. The question is where to

draw the line?

- Vikash Kumar

IMI, Delhi

“Over the top marketing campaigns: Is Ra.One a culprit?”

Page 17

WOW!

Words O

n Wall

Ra.One definitely required aggressive marketing as it ventured into an unexplored zone in Indian Movies. Considering the effort gone into it digital-wise with 3000+ VFX shots it is understandable to use marketing with digital games, innovative merchandises and high graphic novels. It was important to establish the concept in the minds of the target audience.

- Kaustav Chattopadhyay, IMT Ghaziabad

MARKETING WORLD CUP 2011 PARTNERS & SPONSORS