Ranveer Ching Returns with India’s first Advertiser Funded Movie

 

When was the last time you saw a Hollywood movie which had the lead actor as the savior of humanity? I am sure the answer would be “pretty much every other movie”, isn’t it? Now, when was the last time you saw the same thing in a Bollywood movie? To make it interesting, did you ever see a full fledged ad movie in India?

This is where Ching’s Secret makes the Bollywood entry (whistle !!!!!). Ching’s Secret is a brand from the house of Capital Foods . Ching’s was launched in 1996 and over the years it has witnessed moderate growth until 2 years back when the brand started witnessing a steep rise in sales. Ching’s Secret is a perfect example of having right celebrity brand ambassador. It’s a perfect mixture of leveraging the celebrity’s success with the right offering. Ajay Gupta (MD – Capital Goods) feels Ranveer Singh is the right face for the brand as the brand is  targeted at today’s youth and young housewives, actor Ranveer Singh is the ideal youth icon who has pan-Indian appeal across all age groups.

Related post Can Movies be termed as BRANDS?

Recently, Chings’ Secret released an ad film. It’s not just an ad film, it a typical Bollywood masala movie . With the release of the ad movie Ranveer Singh took the social media by storm. The ad movie is termed as India’s first “Advertiser Funded Movie”.

The movie also stars Tamannaah Bhatia and is directed by one of Bolywood’s most succesful director Rohit Shetty. The advertising budget for the adverstiser funded movie (AFM) is 75 crore ($11 million) which is usually a budget for a big star cast movie in Bollywood.

Ranveer Singh as Ranveer Chings Return

‘Ranveer Ching Returns’ was released on YouTube on Friday (like most releases in Bollywood), August 19. On Sunday, August 28, there was a world television premiere on Sony Entertainment Television. One the release day, the movie gained 3.5 million views on YouTube. At this very moment, the views have surged to 9 million.

Watch the India’s first Advertiser Funded Movie here

 The brand is leveraging all the right hype on social media. Currently, Ching’s Secret has aprroximately 1 million likes on its facebook page. The brand has been very engaging with its new campaign on its sleeves.
Chings Facebook
 It will be interestimg to watch how the brand is able to reap benefits from this big budget AFM and its impact on sales.
Do share your thoughts in comments.

Law of Leadership – Souq.com and Flipkart.com

Every marketing professional is fascinated by a marketing guru. In my case, the list is  long but I would name 3 of my most favorite marketing gurus – Philip Kotler, Al Ries and Seth Godin. In this post, I will be focusing on learning from a well-known book “22 Immutable laws of Marketing” by AL Ries & Jack Trout.

Al Ries and Jack Trout coined the 22 laws that act like guidelines in any industry. This will be a series post, covering brands from India and GCC region. My aim in this blog post is to check if the laws still stand the test of time.

Read More »

How Lays could have co branded with the movie SHOLAY 3D (the idea that couldn’t reach the cinema hall)

 

Every individual working in the advertising domain would like to be remembered for one breakthrough campaign in his/her lifetime. Same was the case with me when I started my career in advertising field after completion of my post graduation.

As an amateur  marketing professional  straight out of college, I was bubbling with ideas. I started my advertising career with Percept group with one their divisions called as P9 Integrated (doesn’t exist anymore). Though I had a small stint in the company I found the place as a nurturing ground for ideas. In P9 Integrated, I was working in the merchandising department that catered to movies. The company was well known for in film brand placement. If you are hearing this term for the first time, it simply means strategically placing a brand in a movie either for brand awareness or for brand recognition.

Read More »

Above the line and Below the line activations simplified

ATL & BTL 01

If you are a marketing professional or a student and you are not well versed with current marketing lingo you might miss on opportunities coming in your direction. Two such terms are Above the line (ATL) & Below the line (BTL). Are you aware of these?

I spend a lot of time interacting with marketing students clarifying their concepts of the subject. Particularly, ATL & BTL concept is what I am being asked the most.

Read More »

Is your institute nurturing Decison Makers or producing Robots?

Every day we take decisions in our lives. Some are correct and some are not. Our correct decisions help us move forward in life and our wrong ones help us introspect our lives ( what did just happened?). I think both are necessary for a progressive career.

On the same topic, I started reading a book called as “Lead with Story” by Paul Smith and I am already captivated by it. This book has several stories and the one thing common in all of them is decision makers.The story that impressed me the most (so far) is a man known as Rasoul Madadi.

Read More »

Can movies be termed as Brands?

 

game-of-thrones-poster_85627-1920x1200

I might fall into a niche category of people who are just not interested in GOT. Now, if you don’t know what GOT stands for you are one of us 🙂 GOT is Game of Thrones.

As a marketer, it is of vital importance to know what is the current THING in the market. We may not like something (in my case it is GOT) but what if our customers associate themselves with it and want to be known by it? This is where most marketing professionals take a hit, they don’t listen to their customers (including myself at times).

The current season of Game of Thrones sparked a curiosity in me which resulted in a question “Can movies / web series be termed as BRANDS?” The question looks very simple but you don’t get a clear answer to it. In this post of mine, I have tried to answer this question based on the comments I received on one of my post on LinkedIn and my observations over the period of time.

Read More »

9 best ad campaigns that define Out of Box creativity

It will be an understatement to say that marketing has seen a paradigm shift in last five years. In a recent interview Brian Fetherstonhaugh – Chairman & CEO of Ogilvy One Worldwide shared his thoughts on the paradigm shift in marketing. He stated in his interview that

The traditional Marketing Mix i.e 4P’s of Marketing has now changed to 4 E’s of Marketing which is From Product to Experience, From Place to Everywhere, From Price to Exchange and From Promotion to Evangelism.

Read more about the new 4E’s

In last five years I have come across many campaigns which can be termed as BEST marketing campaigns but for my readers I have pruned it to 9 best marketing campaigns that define out of box creativity. The list is as follows:

Read More »

Planning to start or take up franchisee of a preschool or school?

One of my favorite role model El-Hajj Malik el-Shabazz aka Malcolm X once quoted

“Without education you aren’t going anywhere”.

For any nation to progress, the government of that country has to focus on two E’s – Economy and Education. In my post, I will talk about education and the strategies that preschool and higher schools can implement to reach their goals.

Marketing for Preschool

After spending good amount time into education sector I have come up with some crazy ideas for preschool and schools (few are really crazy ones). If you are planning to start your own preschool or looking for a franchisee you need to keep in mind the below points before starting your own venture.

Read More »

Liril is back to freshness

Liril, the soap brand from the house of FMCG giant Hindustan Unilever (HUL) made waves 40 years ago when model and Air India hostess Karen Lunel wore a swimsuit and dance under a waterfall with its famous jingle “La-la la la- lala la”.

Post the ad two things became iconic, the girl (rather the image of a girl dancing under the waterfall) and the jingle. 40 years later Liril has resurrected to its original positioning i.e freshness. Since 1985, Liril has roped in actresses like Pooja Batra, Hrishita Bhatt, Preity Zinta, Deepika Padukone but somehow was not able to match the aura the first shower girl Karen Lunel created.
Read More »