MAIN HOON NA

Main Hoon NaA case study in 360 degree marketingLets make a list of touch points in your life by maping your average day

THE PRODUCT A hindi film Starring Shahrukh Khan and Sushmita Sen Capitalising on student-teacher infatuation Capitalising on Indo-Pak Tensions

THE TARGET AUDIENCE All Hindi film goers Skewed towards youth (classroom experiences) Equal sex split: Shah Rukh Khan, Sushmita Sen

Or is it?

THE SPONSOR FACTOR Pepsi

HOW DOES PEPSI HIJACK THE MOVIE?

DANGERS OF FILMS Films flop Therefore, one cannot plan on a long campaign involving a film Therefore, maximum mileage before the film is launched, and in the immediate

period after

WHAT ARE THE ELEMENTS THAT PEPSI CAN EXCITE THE AUDIENCES WITH?

A preview of the film A preview of the music The parts of the film that audiences will surely be intrigued by if made into a

montage Shah Rukh Khan

THE FILM COMMUNICATION

LET’S TAKE A LOOK AT THE PEPSI SCREENSAVER How did I get it? Downloaded it How do youth get it? Viral, by e-mail

PEPSI’S SCREENSAVER

Pepsi screensaver: Last two frames: Let’s see it again Where’s Main Hoon Na disappeared?! Look at the weightage given to “Yeh Pyaas Hai Badi”

PEPSI’S SCREENSAVERS: LOOK AT THE BOTTOM CORNER

WHAT DOES THIS DO? Subliminally, makes Pepsi more cool: association with yahoo.com Somehow, promises you more. We’ll check on that later

WHAT ELSE IS PEPSI DOING? Simultaneously, airing spots on TV Remember the TVC

NOTICED HOW THEY’VE BUILT ON THEIR NEW BASE LINE? “New boy ki pyaas kucch badi hai”

Commercial closes with “Yeh Pyaas hai badi” Can you find a link to an old Pepsi line? “Yeh Dil Maange more” Is it any different? Or is it the same thought in a different execution?!! Think

about it. Builds on old investments

NOTICE COLOURS IN THE TVC? Think about the TVC again. Balloons, Shah Rukh with Pepsi bottle, the hearts

HOW DOES THE TVC CLOSE? Gratification, asking you to SMS

Now, the relationship is

TVC-sms contest… two levels of involvement However, for details, go to the website – a third touch point!

MOBILE DOWNLOADS GPRS wallpapers, with instructions on how and which operators

TAKE PART IN THE CONTEST THROUGH SMS Contest aimed at GUYS Give SRK a tip on how to he can make his teacher fall in love with him

Broadening the audience!

Participants entering the contest through pepsizone will have to provide complete details of their names, phone nos., address etc. in order to be eligible.”

They’re getting awesome details of you now

Pepsi shall be at liberty to use the photographs of the winners for media coverage, advertisement or publicity without any further consideration to the winner”

See what you’re getting into now!

THE CONTEST Low IQ Easy to take part Not dependant on success or failure of movie Works easily even if you’ve not seen it

FOR THOSE WHO SEE IT Pepsi has launched a consumer contest at key cinema theatres and eateries in

select cities across the country. Consumers are only required to order a Pepsi, fill-up a contest form in 15 words,

and drop it in specially-designated drop-boxes. Fourteen top winners of this contest will get to meet Shah Rukh Khan, and 50

other winners in each respective city will get complementary tickets to watch the film.

Pepsi shall be at liberty to use the photographs of the winners for media coverage, advertisement or publicity without any further consideration to the winner”

Is this positive or negative? Don’t you WANT to be in an ad? Do you really mind not being paid for it?

WHAT MAKES IT INTERESTING: TA which never see the movie are building a relationship with Pepsi….

BECAUSE of the movie

You take part because you want to win “cool” stuff Because you want the smallest chance of having dinner with SRK Because you want to win so that your girlfriend can go out for dinner with SRK

WHAT THE PROMOTION HAS DONE Main Hoon Na= Not failing= Fun and Falling in love= Pepsi They’ve now got your details: your age, your address, your name, your photo,

your e-mail id, your mobile or other phone numbers When they next do a ground event… they know how to get you!

DISCUSSED EARLIER Soft drinks have to reflect what YOU think is cool Till SRK and Main Hoon Na are cool, Pepsi will reflect that… And when you are confused about which cola to buy, you buy Pepsi, and you BECOME COOL

Pepsi and Airtel promote Main Hoon Na Shahrukh is one person who perfectly knows how to use the brand he endorses to

promote and market his movies. He is promoting his upcoming home-production Main Hoon Na through brands like Pepsi and Airtel with whom he is associated. He has endorsed their products; now they will market his movies. Pepsi has come up with television commercials featuring Shahrukh in the character he plays in Main Hoon Na and along with a contest wherein the winners get freebies related to the film.

Pepsi launches movie-based consumer initiative Consolidating its association with the world of movies, Pepsi on Thursday

launched a consumer initiative, leading up to the release of Shah Rukh Khan’s much-awaited film Main Hoon Na .

Winners of Pepsi’s "Love Mein Fail Ya Pyaas" contest will get prizes including an opportunity to dine with Bollywood star and Pepsi endorser Shah Rukh Khan. The theme of the contests is on lines of the film’s storyline, and consumers are required to give tips to Shah Rukh on how to romance his chemistry teacher.

The initiatives are being communicated to consumers through specially made TV commercials, truck-backs, point-of-sale materials and danglers etc.

Five top winners will get an opportunity to have dinner with Shah Rukh Khan, while four winners will get to keep actual costumes from the film. Others can win 200 autographed music CDs and cassettes of Main Hoon Na .

Pepsi has also launched a consumer contest at key cinema theatres and eateries in select cities across the country.

Consumers are only required to order a Pepsi, fill-up a contest form in 15 words, and drop it in specially-designated drop-boxes. Fourteen top winners of this contest will get to meet Shah Rukh Khan, and 50 other winners in each respective city will get complementary tickets to watch the film.

According to Shashi Kalathil, executive director (marketing), Pepsi Foods Pvt. Ltd. "Through our consumer initiatives, we take the magic of movies through to

our consumers in a real yet imaginative manner." Main Hoon Na is Shah Rukh’s home production, and directed by Bollywood choreographer Farah Khan.

WHERE DID THIS ARTICLE APPEAR? Brand Equity ( the supplement of The Economic Times) Readers are SEC A, B: not those who will make the movie a hit or a flop Mostly marketing professionals

What will this article do for Pepsi/ Let’s have a look at the headline again

“Pepsi launches movie-based consumer initiative” This now becomes a case study: Professionals will want to learn more Pepsi will become more “cool” in this community In advertising and marketing circles, Pepsi will reinforce its image as a happening

brand

WHO HAS PEPSI MANAGED TO TOUCH? All those who see the movie All those who haven’t seen the movie, but want to win Pepsi stuff All those who see the truckbacks, danglers, etc. The advertising and marketing community

POINTS OF CONTACT TV Outdoor Mobile Internet PoS Press: Ads and PR On ground (at cinema halls and select restaurants and fast food outlets) Database In film branding

IN CONCLUSION Pepsi’s Pyaas hai Badi! And the consumer says to Pepsi:

Main Hoon Na!