Bollywood plays ball with cricket

Cricket fever has caught Bollywood as well. While the Men in Blue are fighting it out on the field, Bollywood has decided to make the most of the cricket season by launching new promotional activities to market its movies.

Shah Rukh Khan’s home production, Ra.One which is set to release during Diwali, launched its promotional and marketing activities during the quarter-finals of the World Cup. The first teaser campaign of the sci-fi thriller went on air during the Pakistan-West Indies quarter final, while the promotion launched during the India -Australia match.

Vivek Krishnani,Head - Distribution, Marketing and Syndication, Fox Star Studios, says the best way to grab maximum eyeballs right now is through cricket. “We had launched the title song of Dum Maaro Dum with the entire star cast during the India-South Africa match in the Nagpur stadium. We had an immediate response,” says Krishnani.

 

Sajid Nadiawala’s sequel to Housefull, which is going on the floors on April 2, has already kick-started its teaser promotions during the World Cup.

“The returns one gets through such promotions have tremendous benefit to productions houses and stars,” says a senior marketing official, with a leading production house.

ESPN Star Sports has so far tied up with Housfull 2, Patiala House, Dum Maaro Dum and Ra.One.

Producers and distrubutors are also trying to exploit the Indian Premier League. According to officials, producers of Delhi Belly, Zindagi Naa Mile Dobara and Ready are exploring collaborations with Multi-Screen Media, which owns Set Max.