Special 26

Marketing idea of movie Special 26

1. Introduction Movie Name: Special 26 Genre: Thriller Heist Film Release Date: 8 February 2013 Directed by: Neeraj Pandey Total Net Gross: ₹ 65,47,50,000 Movie Budget : ₹50,00,00,000 Screens: 1600 Footfalls: 77,53,000 Distributor Share: ₹32,08,50,000 Total Gross: ₹88,72,00,000 Adjusted Net Gross: ₹ 68,32,71,890 Certification: U/A Budget for Marketing of the film: ₹7,00,00,000 - ₹8,00,00,000 Point of Parity: Con movie; Male centric; Period Thriller Point of Differentiation: Akshay in a con artist role in the movie based on real incident Unique Selling Point: Akshay in a non action/comic role; Movie based on real incident

2. Deliverables 1: Analysis of Movie chosen in terms of STP and Promotions used . Segmentation Demographic Segmentation Age Geographic Segmentation Tier I, II & III cities & Towns Behavioral Segmentation Preference based on: Actor Director Genre Storyline Targeting Age group: 21 to 45 Tier I, II & III cities Akshay Kumar Fans Neeraj Pandey Fans Audience who likes Thriller films Audience who likes films based on true story Positioning True Story about India’s biggest unreported Sca m

3. Promotions Used Viacom18 Motion Pictures spent ₹ 7-8 crore for the marketing. Flavour of promotion: Newsy Three phases promotions strategy: 30 % 1 st Phase: Four 30-second   teasers  on top Hindi and English news channels between December 16 to 20, 2012 40% 2 nd Phase: Print ads   giving information about the fake CBI raids in different parts of the country ,500 daily television spots on news, music and general entertainment channels for official promos, along with activations on the digital medium and conversations on the digital media on social subjects such as black marketing 30% 3 rd Phase: Viacom18 initiated an outdoor campaign to scale up and engage with the audiences. Phase 1: https://www.youtube.com/watch?v=PjipM-sOZew Phase 2: Print ads Dainik Bhaskar Dainik Jagran Hindustan Times City Mumbai Mirror Mail Today and O thers during the same period. Phase 3: Digital Activation Official promo release 2 Apps released based on movie Social Media Marketing Release of Uncensored Video Press Conference Promotion on TV shows such as Nach Baliye Music Launch by creating the era of 80s Thousands of briefcases of 1980s style were distributed Promotion in Beneras - A city historically known for its thugs and conmen Akshay sung a song:” Mujh Mein Tu ”

4. Loopholes in the Marketing Strategy Less awareness regarding the original incident generated less pull. Bad Timing: Clash of ‘ Nirbhaya ’ incident with the first phase of promotion and release of movie in ‘Valentine Week’ Anchoring bias: Image of Neeraj Pandey created due to the film A Wednesday casted its shadow on Special 26 too. Lack of audience engagement before movie release leading to less word of mouth and word of mouse (internet). Lack of audience engagement before movie release leading to less Word Of Mouth and Word Of Mouse ( internet).

5. Deliverable 2: Creating your own marketing plan and explaining why it would be successful. New proposed marketing strategy Proposed Segment and Target: Same as earlier Proposed Positioning : Recreation of DAREDEVIL ACT New date for movie release: 5 th April, 2013 (No impact of Valentine week or any big release) Promotion strategy will be divided in 4 different phases with same budget : Phase 1: Cover story about most wanted con of India “Mohan Singh” on News Channels and National Newspapers (Both online and offline) from 15- 17 Feb, 2013 Interview police officers, CBI and other involved parties in the story Full page cover Story in Newspapers on Feb 17, 2013 (Sunday) It will increase awareness and interest about the incident . Phase 2 : Phase I of original plan must be repeated here i.e. release of teasers on news channels from 18-21 Feb,2013 Release teasers online on various news portals Create new logo Act as a reminder of incidents heard recently Builds curiosity & increase reach

6. Phase 3: Press release about the release of movie on the biggest con of India on 22 Feb, 2013 Interview Akshay Kumar about the same Interview CBI officers Make sure the story is covered by all the news channels and entertainment channels as well Run same story form 22-24 Feb, 2013 Helps in recall & connect Release of official trailer on silver screen and other channels such as television, radio, newspaper and online on 1 March, 2013 Ask experts to give reviews on released trailer Music Release during the same period Entry with a BANG ! Social Media marketing (1 March – 9 June, 2013 : Considering 11 weeks of runtime for movie) Engage audience by stories and discussion Run competition “Biggest con of India” to increase engagement: Provide chance to selected 26 people to watch first day first show with Akshay Release merchandise of the movie by collaborating with Bewkoof , Happily Unmarried etc It will generate word of mouth and word of mouse

7. Phase 4: Press release to communicate the product ( 3 March, 2013) Do include Neeraj Pandey Will help in communicating the crux of the movie Help in getting the feedback from media people about the impact BTL Activity: Prank raids in all the metro cities ( 4-10 March,2013) Creates word of mouth Creates content for online media Release of print ads in 80s style to capture eye balls (4- 17 March, 2013) Mainly focus on local newspapers To communicate on national level use social media more than print media Special appearance on shows such as CID, Crime Petrol etc (18 March- 7 April, 2013) Avoid shows which has no relation with the theme of movie such as Nach Baliye Appearance in these shows will help to communicate the theme of movie & catch targeted audience Organize India’s First Con Meet for premiere of movie, sending open invite to all the cons (24 March, 2013) Help in creating buzz and get necessary publicity Prank Emails, Calls and Radio Bakra (1 April, 2015) Emails, calls etc will be done representing CBI, giving audience shock and delight (Once they know the source) Help in reaching touched and untouched audience; Acting as a reminder of the final show PS: Phase 3 and Phase 4 will overlap; Distribution Network has not been changed

8. Total Budget Rs 7,00,00,000 Expenditure Newspaper Ad Rs 3,81,00,132 Channel Ad Rs 15,00,000 Viacom Fees Rs 50,00,000 News / Interview Rs 5,00,000 Press Release Rs 2,00,00,000 Social Media Marketing Rs 19,50,000 BTL Activities Rs 20,00,000 Miscellaneous Expenses Rs 9,49,868 Estimated Budget and Expenditure Print Ads: Average Full page Cost for newspaper ad per state: Rs 10,58,337 To be printed in 4 daily newspapers, All over India Teasers & Trailers Average TVC Cost: Rs 1,00,000 / Day * 15 Days TVC to be played 15 times per day Cover story on News Channels & Other PR activities News / Interview 30 Minutes Slot Charges: 5,00,000 Social Media Marketing Web Content Creation: $1500*65*20 Articles Team Name: KuDev College Name: IMT Nagpur Contact No: [phone]