A Look At Ghajini’s Online Marketing Strategies – And Those Benefitting From It!
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Aamir Khan is known for his use of the web and digital medium to create buzz and word of mouth for his movies. Right from his lagaan dvd selling days which prompted him to start his own website and blog. This preference for the digital medium has rubbed onto all the films he has been associated as well. So there was news that Ghajini would be heavily marketed on the web and so it has been. The makers of Ghajini have roped in Hungama to create maximum visibility for the film via the digital medium. Hungama has created multiple properties for Ghajini. Properties like www.rememberghajini.com, www.findghajini.com and www.wallofsuspects.com that drive the curiousity around the movie and provide an experience like the movie, over the Internet. Ghajini releases to a worldwide audience on Thursday, Dec. 25th 2008
Even AamirKhan’s personal blog dons the ghajini look. Check screenshot below:
The digital strategy has been aimed at maintaining the the suspense of this much awaited movie and hence the websites give very little on the story line of the movie. But instead the web is used to engage the user by driving curiosity around the movie via images and videos. Another unique aspect of the film that has been integrated into the website is that it refreshes itself every fifteen minutes. If one has seen the promo’s one would know that Aamir loses his memory every 15 minutes. So even on the website no matter which section the user is accessing, every fifteen minutes you are driven back to the homepage. To make sure that users get this there is a timer that runs at the bottom of each page.
Hungama was recently voted as the 2nd top most digital agency after Webchutney and this initiative for Aamir’s most awaited movie yet should add another feather on their cap!
Well if Hungama is promoting Ghajini Webchutney is being street smart by riding on someone else effort and promoting its own client Oktatabyebye by launching a Ghajini spoof viral called Gajodhar. Have a look for yourself below:
This is what I call a case of riding the hype. Contest2win had followed a similar strategy for the bucknor incident in cricket. I guess benefits of great marketing are for all to reap from even your competitors. Im off to see Ghajini tomorrow who else is going for it?
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check out the Ghajini contest at Indyarocks. They are giving out 3D game CDs of Ghajini
http://www.indyarocks.com/movieplex/movie_launch/contest_gajinimove.php
Looks like Ghajini makers are using multiple platforms to maximize their reach online.
Aamir khan is not just a superstar. He is a genius!!
http://www.iwebie.com/ghajini-review