MarkUp Markazine Nov SoftCopyLVersion3

8/3/2019 MarkUp Markazine Nov SoftCopyLVersion3

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From The Editors Desk

This time of the year, for us at Club MarkUp, not only marks the end of an year full ofactivities, 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 oftriumph, 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 cinemarketing in the tinsel town. Divya Bhatia of Welingkar, Bangalore talks about the

changing nature and need of marketing of films in India post production. KaustavChattopadhyay of IMT Ghaziabad discusses the recent marketing trends that have caughtaudiences 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 engagementmarketing 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 thetop marketing campaigns.

We thank you all for your overwhelming response to this edition and hope to witness moreparticipation in coming editions. We look forward to your valuable suggestions, feedbackand queries. Do mail us at [email protected].

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

Happy Holidays and Happy Reading!!

Prity Jha

Page 3From 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
mailto:[email protected]:[email protected]:[email protected]


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1. Advertisement: IndianOil Corporation Ltd.2

2. From the desk of Editor..33. Advertisement: Suzlon44. Meet the Facebooking Rockstar..65. Changing faces of Cine Marketing.76. The Weekend That Counts87. Cine Marketing: Innovation is the key...108. Mark-e-feeds: Salvation with Marketing Innovation..119. Marktoons..12

10. Advertisement: Business India..1311. Moments of Marketing World Cup 2011..1412. WoW: Words on Wall1613. Advertisement: Airtel.1814. Marketing World Cup 2011: sponsors & partners19

CONTENTS

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For online assess, please visithttp://www.clubmarkup.com/Markezine.html
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Facebook page (https://www.facebook.com/rockstarthefilm) first started talking about Ranbir to increase thelike count on the page, seeing Ranbirs 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. On8 October 2010, the page says Amazing guys....We have reached the 1000 landmark....we are awaiting thismovie.....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 meetingfans 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 abouttheir expectations and queries on story lines. It started sharing original video links on the page and made fansfelt valued. I remember on 20 September, 2011, it stated Hey DELHI walooo..Imtiaz ali meets FacebookFans in Waves cafe at Great Indian Mall...in 1hour :-)...So...how many coming??And the discussion carriedon 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 rightby 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, itheavily 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 equallyengaged 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 notwork, 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 essentiallyinnovative ways, often through communication channels that are beyond traditional product/service providers control. This article would revolve around the digitalization and marketingin context to cine-Business.

As with most of the business, during the early PLC phase, there is an enormous need ofpromotions and advertisement campaigns even beyond the expense limit. In case of marketingof movies, it becomes more reasonable as PLC is translated to Movie Release-to-RevenueCycle, and hence increasing revenues as early as possible turn out to be must for creating buzzin the market. Conventionally, the promotions and advertising used to be handled by thedistributors 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 ones competitors are replicating the process in fraction of seconds. ImtiazAlis Rockstar (Starring- Ranbir Kapoor, Nargis Fakhri) A perfect example of Cine-marketing describes how marketing should not be restricted only to promotions but must beextended to building relationships. The concept of creative strategies of marketing makes afilm 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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https://www.facebook.com/rockstarthefilmhttps://www.facebook.com/rockstarthefilmhttp://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1https://www.facebook.com/rockstarthefilmhttps://www.facebook.com/rockstarthefilmhttp://www.marketingmovies.net/chapters/chapter-1-creative-strategy-for-marketing/http://www.marketingmovies.net/chapters/chapter-1-creative-strategy-for-marketing/https://www.facebook.com/rockstarthefilmhttps://www.facebook.com/rockstarthefilmhttp://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1https://www.facebook.com/rockstarthefilm


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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 MARKETThese marketing gimmicks are specially targeting to the kids. A large variety of toys, mobile applications arelaunched into the market before the release of the films. By flooding the market with movie-centric products, themovie gets more visibility, which is always welcome. Even large amount of revenue is generated by marketers bythe emergence of new market. Various product categories are: Video games, comics, 3D objects, toysRa-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 carefulabout the plot to fulfill viewers expectation.Some of big success of these kind were Guide, 3 Idiots, Parineeta and Bride & Prejudice.

INNOVATIVE WAY OF MARKETING AAMIR KHAN STYLE MARKETINGThese 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 watchDhobhi 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 andthe stardom is so big in India it will keep on attracting audience.

By-

DIVYA BHATIA,

WELINGKAR

(MUMBAI)

EARLY 1960S- 1980SThe simple marketing campaigns used to attractaudiences to films were huge hand painted postureson cloth. The small town and villages uses rick-shaws decorated with film poster announcing about

release of the film on loudspeaker.Actors dont go outside to promote the films, theywere maintaining their exclusivity. The premiers ofthe films were mega events the films which weredeclared hit in metros was able to pull the crowd insmall cities.

1980S 2005

After the introduction of cable Television, the way in which films were promoted alsochanged. Much before the release of the films promotion videos of 1-2 minutes were shownon television. In place of hand painted poster digital posters took place and small musiclaunch parties came into existence.

2005 ONWARDSWith the internet in hand here comes the digital marketing, which totally revolutionized theway films are marketed. Producers spend huge amount of money in promoting their filmsexploring every available media for promoting their films. Actors are also contributingequally, they go extra mile to promote their films by appearing in reality shows, marriagefunctions, international events and what not.

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The Weekend That Counts

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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 afull-fledged business proposition; in India it is one of the fastest growing sectors with aCAGR 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 afull-fledged business proposition; in India it is one of the fastest growing sectors with aCAGR of 12.5%.

My mother once told methat unlike today whenpeople enter the movietheatre during the open-ing credits, in the earlierdays people used to enterthe hall as soon as thegates opened - to see theadvertisements!!! Com-pare it with today when aquite watchable piratedcopy of the movie isavailable online within 2-3 days of the release freeof charge. Gone are thedays, when a dazzlingposter hung outside cin-

ema halls would attractthe audiences towards it.

The sheer number offilms made today forcesmultiple films to clash onthe same Friday. The bigreleases at least get a freereign for a couple ofweeks. Most smallbudget films go out oftheatre after the firstweek itself. So marketingthe movie effectively isvital for the film. DevikaShroff, Marketing Headof Excel Entertainmentaptly puts it A HighRisk Business, but ifdone wellan extremelyprofitable and gratifyingone.

We can say that the sup-ply chain of the moviebusiness is as follows

Producers create the end-product, but they don'tsell directly to the con-

sumer. They market it distributors. Distributors market to exhibitors. Theatre exhibitorsand Internet strategists market to the end consumers.


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Page 9Movie 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 forrevenue generation of a movie. Many movies today break-even even after lukewarm response becauseof this. But pricing becomes a major issue in most cases. E.g. due to global piracy, movie DVDs andmusic CDs are priced cheaply.

For some years, the internet, more specifically social

networking sites have become major vehicles of moviemarketing; as the age segment of 16-25 years being thetarget segment of the industry majorly. Shahrukh Khanpractically promoted Ra. One for 18 months on Twittertweeting about the shoot, uploading photos. As a resultthe interest level reached such a zenith that the movierecorded unprecedented box-office collections in theopening 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. Healone has changed the face of movie marketing in India; beit not disclosing the title of his next film thereby increasingaudience interest or multiplex workers shaving their headsprior to the release ofGhajini, he indeed believes in doingit 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 toSourav Gangulys house as his fan or riding ferry in theghats ofBeneras dressed as an old man, Ranchos journeydefinitely caught the eyeballs. That coupled with a goodmovie resulted in the biggest blockbuster ever.

2) BAND BAJAA BARAAT:

This YRF offering had no big stars but a simple story totell about wedding planning. They ran a contest in whichthe winning couple got a free wedding nearing the time of

the films release and supposedly planned by the filmslead 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-fictionmovie. They opened a website almost a year before the release. Then it showed Cobbs (Leonardo Di-Caprio) top. After four months the top toppled and made way for a game which needed to be won tosee the first poster of the movie.

Movie marketing is still in its early days and we will have to see with what innovative ideas marketingexperts come up with to market their movies.


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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 toget 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 agargantuan task for a movie marketer to justify the advertising expense and to converttarget audience into actual customers.

What we are seeing today is a very vibrant entertainment industry, movies are fightingwith every other single entertainment medium to keep their place intact and remainprofitable. 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 thishas posed a great threat to the marketer and made it very difficult for him to makeevery 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 reachthe 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 promotionactivities.

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 networkingsites 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 istotally 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 brandamong 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 campaignbecause of the immense competition. Examining cine marketing on basis of Porters five force modelit seems that one need to spend enough to capture attention of target audience. There is enough threatfrom 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 havinga channel on you tube which provided every day happening of Ra1 making. One of the thing bywhich 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 ofinternet 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 thesemeans 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.

ByASWANI

RATURI

IMI, Delhi

Cine Marketing: Innovation is the key

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Religion is fast becoming a product in todays society. Faiths are not only competing withother faiths, but a plethora of other things in the commercial clutter. Religion is probablyone of the oldest things to be marketed but the efforts are much more organized now. Thiscan 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 toreach specifically 18-to-34 year olds with a catchy with a "Rethink Church" message toredefine the church as a 24/7 social interaction . The campaign costs them a whopping $20million! Innovative ways of marketing communication have been used. Street teams, doorhangers, 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 in2009 decided to start a channel on Youtube as they thought they were lagging behind otherfaiths that used the medium for promoting their faith.

Cultural and spiritual plurality and readilyavailable information have made people

more curious about other faiths and theirpractices. This has made Feng Shui prod-ucts across the globe. The art of Yogaknows no boundaries. It is even beingcustomized for other religions. In US,some are practicing yoga, but replacingthe obligatory OM with the words of St.Francis of Assisi. Successful marketersunderstand the fact that in the fast paced life people are sel-dom able to observe religious rituals due to time constraintsbut 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 nowbeing 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 activitieslike 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. Theres probably no God, the advertisements say. Now stop worryingand 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 thegory details of Jesus Christs last hours? Or religion as usual lent itself to controversy for filmmakers gain. Alot of people, including priests and rabbis watched the movie to see if it was anti-Semitic. Or take the case of2003 novel The Da Vinci Code by Dan Brown, people who had never shown any interest in Bible read it. Thepower 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.

Referenceshttp://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/

ByMDSHAHNAWAZ

AKHTAR

IMT

Page 11Mark-e-feedsSalvation with Marketing Innovation
http://www.marketingreligion.net/?cat=3&paged=4http://www.alexleduc.com/2005/12/religious-marketing.htmlhttp://adage.com/article/news/churches-religion-marketing/136541/http://adage.com/article/news/churches-religion-marketing/136541/http://www.alexleduc.com/2005/12/religious-marketing.htmlhttp://www.marketingreligion.net/?cat=3&paged=4


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Markezines Special edition presents the Marktoon for the theme of themonth i.e. Cine Marketing: Whats your take on the marketing of films?Below is the illustration for the same -

MARK-TOONSPage 12


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


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Moments of MARKETING WORLD CUP 2011

As the happening 2011 comes to an end, we witnessed the culmination of our most covetedevent of the year the Marketing World Cup.

MWC11 saw overwhelming response from the students across the length and breadth of thecountry. 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 theevents of MWC11. 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. Thisyear MWC theme was Blue Ocean, as we believe in innovation as the key to breakthroughchange and progress. The fight for the customer attention is no more based on fiercecompetition, but on value innovation. And hence the theme was based on most talked abouttheory of this era.

MWC11 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

Nov11 at IMT Ghaziabad campus.

The first day of the Marketing World Cup11 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.

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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 andFloor Planning, started off in full swing withteams from IIM Lucknow, IIFT Delhi, SIBM Puneand IMT Ghaziabad, presenting one after anotherkiller strategies to woo the customers into theirstore. Team MadMen from IIFT Delhi won the

show by grabbing the first position and twoteams from SIBM,

The second event of the day, SIM-Plifiedwhich was based on creating Defensive Market-ing strategy for a telecom titan due to latestpolicy on Mobile Network Portability, sawfierce participation among teams from IIMShillong, IIFT Delhi, Welingkar Mumbai, FMSDelhi, SIBM Pune and IMT Ghaziabad. Judge

for the event, Mr. Pramod Bisht, Product Head,Idea Cellular was immensely pleased by theideas presented by the participants. He alsoshared 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 fourIMT-G teams and teams from IIM Kozhikode, IIM Indore and IIFT Delhi. IndianOil sponsoredevent had some superb ideas from the participants for Servos promotional campaign . TeamAvant Garde from IIMK won the 1st prize by presenting a well-researched and designedpromotion strategy.

The last salvo for the first day was for The Grab Bag a market penetration strategy based event sponsoredby VIP Industries. Team Mariners from IMT-G wonthe awesome VIP bags for their ingenious ideas tomarket the ever expanding bag portfolio of VIP.

And as the first day of came to a successful close, thesigh 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 theteams as day one did not reveal a clear winner on theeader board and that the teams were neck and neckat the end of day one.

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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 theteams. 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 surrogatemarketing in the tobacco industry. Team The I-Dimension from IMT-Ghaziabad stood first,

presenting their creative ideas to promotetobacco 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 brainsto face the press under the open sky showcas-ing the best of public diplomacy. Judge for theevent, Mr. Shishir Tripathi, Head CLM - Sr. Mar-keting Manager, UNINOR was overwhelmed tofind the questions and counter questions beinghandled by the participants with alacrity. Team Monsters with Chivalry from IMT Ghaziabadwon the long game of questions and answers.

The last and the most speculated event ofthe MWC11 was Gale Force based onmarket research of youths perspectiveon renewable energy and sponsored bySuzlon Energy. Team Spooky Caravanfrom IMT Ghaziabad stood first with their

fierce presentation on youths knowledgeof green energy and level of engagementneeded by Suzlon to make an impact ontodays youth.

With all the events being conductedsmoothly and participants demonstratinga great show of creativity, talent andhard work, the Marketing World Cup11came to an end. . Team Monsters with Chivalry became the ultimate champion with total

192.5 points. Team Mariners were Runners up with 175 points.

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

ager, Uninor testified MWC11 being a success.

Team MarkUp

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Once famous for the expenditures onextraordinaire sets of Mughal-e-azam, todaysbollywood buzz is the promotion budget ofRa.One which is 52 crore. Often described asthe "longest promotion in Bollywood history", theterm "promotional blitzkrieg" has been used forits marketing campaign. The question is where todraw the line?

- Vikash Kumar

IMI, Delhi

Over the topmarketing campaigns:Is Ra.One a culprit?

Page 17

WOW

!

Word

sOnW

all

Ra.One definitely required aggressive marketingas it ventured into an unexplored zone in IndianMovies. Considering the effort gone into itdigital-wise with 3000+ VFX shots it isunderstandable to use marketing with digitalgames, innovative merchandises and highgraphic novels. It was important to establishthe concept in the minds of the target audience.

- Kaustav Chattopadhyay, IMT Ghaziabad


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MARKETING WORLD CUP 2011

PARTNERS & SPONSORS


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