3Idiots has extended it promotional activities to the washrooms of multiplexes by putting up a message inside which calls you “the Fourth Idiot”.
The films promotional activities have come a long way as the stars have been promoting it wholesale on reality shows and sundry events in metros as well. Aamir Khan has overtaken Big B’s promotion for Paa and has created a buzz around 3Idiots.
With a view to promoting the film Khan played an Alternate Reality Game which was conceived by Zapak, the online gaming portal. As a part of the ARG, Khan travelled all over India in different disguises.
According to Chopra brand experts term this as disruptive marketing. The aim is to integrate the movie in every aspect of a common man’s life.
3Idiots has developed marketing alliances with Pantaloon, which has designed a special clothing line for the main characters of the film. “It is a unique initiative since the designs on the T-Shirts are doodles Aamir Khan drew during his spare time in between the film’s shooting. The T-Shirts are priced Rs 299 onwards since we wanted it to be affordable for all Aamir Khan fans and youngsters,” says Zahid Sheikh, Head Marketing, Pantaloon.
The tie-up with Reliance Life Insurance is the biggest one. This joint campaign communicates the message of the film – All is well – by airing it on over 50 mainstream television channels, around 40 radio stations which cover 250 cities and outdoor hoardings in over 500 towns as well.
In the words of Sanjay Jain, Chief Marketing Officer, Reliance Capital, “Prasoon Joshi (renowned adman) and I were watching the film’s preview and during the screening we connected with the thought behind the song ‘All is well’. That’s when we decided on the tie-up. When you take insurance, you look for an assurance that while we take care of your financial worries, you live life to the fullest. That’s the brand promise we want to communicate through this campaign.”
Certain brand experts point out the flip side of things as well by stating that the audience expectations are building up with such a high intensity campaign and that even a small disconnect can boomerang.