Innovative Marketing of Gangs of Wasseypur

Whether it is a car, software or toothpaste marketing these days determines either is it a hit or flop product. The case of movies is no different. In recent years movies have made money and declared as blockbusters not only for the good content and star cast but also for the innovative marketing activities which has get the attention of the masses and media alike, making the name and characters of the movie, “talk of the town”.

The Gang of Wasseypur is one such movie which has a great content and had been promoted through innovative marketing in terms of the social media, on ground and print media. Through these marketing techniques the gangs of Wasseypur team was successful in engaging the audience. This movie is basically divided into two parts Gangs of Wasseypur 1&2 and has got good ratings from all channels. The total money flooded of both parts is around 19 crores and marketing budget for the two parts was around 12 crores.

Now the question arises:

How did innovative marketing make this movie a hit at the box office?

 Innovative marketing strategy

A great product

The movie Gangs of Wasseypur is a crime thriller based on a coal mafia in Dhanbad. It’s a cocktail of facts and fiction. The movie covered 80 percent of the real mafia life in Dhanbad and it r added with cine fictions to give more lively and entertainment essence to the audience. As we know that thriller mafia kind of movies like “Once Upon A Time In Mumbai”, “Satya”, and “Vaastav” were one of the biggest hits of its times. It shows that the Indian cine fans likes thriller and violence packed movies. In this series, the Gangs of Wasseypur was also successful due to its songs, dialogues, locations, and content, which mostly resembles the background of Dhanbad in the screen and more over the actors in the movie represented the real behavior of Wasseypuries. The interpretation of the director of the socio-economic situation post-independence till date of the coal belt area gave to the audience a taste of Wasseypuri’s dialect, culture and inter-personal tussles among sects of the same religion, and the indomitable will of individuals to rise and remain in power.

On ground marketing

After screening of the film at Cannes film festival the Gangs of Wasseypur team danced on the street in the city wearing red Gamchhas which had taken centre stage and has given the rustic touch of the movie. Even the music launch of the movie was unique in its way where the cast and crew of Gangs of Wasseypur were in jeep including Anurag Kasyap the director of the movie and one of them dancing in front of the jeep giving real feel how the life is in Wasseypur. As we know now a day many Bollywood gimmicks are being taken to the news channels (entertainment section) and other entertainment channel like Zoom TV and MTV, hence the marketing team of the movie has utilized this medium well. They have come up with the unique memento which has bullets of different era. The music in the film has also been maintained the Bihari style which made the movie more alive and increased the anxiety among audience.  The 12-year old singer who used to sing in local trains for making her daily livings has sung the song “DIL CHICHA LEATHER”. Its Catchy lyrics and unconventional singing of the girl has successfully managed to grab the attention of the audience.

Print media

The marketing team of gangs of Wasseypur has hired professional graffiti artists from well-known colleges like J.J College of arts to do designs on outdoor walls in all major cities. These beautiful graffiti designs attracted the major population in these cities. This was done to add value to movie in box office window. Keeping the language and setup of the film the Gangs of Wasseypur key dialogues such as “goli nahi marenge”, “keh ke lenge”, has been painted on walls across 20 cities. This was one of the cost effective means adopted to reach the audience. Apart from these they have also circulated over 2 lakhs newspaper inserts and around 1000 hoardings have been put up in Mumbai and Delhi in a time frame of one week.

Social media

In spite, Gangs of Wasseypur2 has been released one day before the multistarrer film Bol Bacchan it succeeded to become a trending topic on twitter all over India. The reason was that the Gangs of Wasseypur team has used social media (Twitter, Facebook, and YouTube) in a very innovative way. To begin with the gangs of Wasseypur team has recreated the characters in movie on Twitter to wage their election battle and gather support online. Furthermore the users were created for all the characters in the movie and the language used for conversation with fans was Hindi to maintain the flavor of the movie. Within no time the characters has got a huge fan following on Twitter as well as in Facebook. For Ramdhir Singh there were 150 followers on twitter within 4 hours and currently it has around 700 followers. Apart from this they have also provided the t-shirt with the dialogues printed on it through bewakoof.com. They have used all these means of communication to maintain the eagerness in audience and to give them fragrance of movie.

The marketing team of Gangs of Wasseypur was successful in making the film a hit at the box office through there innovative marketing techniques. The idea creation was well balanced with the content and was fruitful in exposing the content of the movie through all channels. Its achievement is shown after the release as it earned its money back in the first week of the release. The movie was finally boomed among the audience with huge ratings and has created a world of Wasseypur.


Venkat Tushar
Member- ZAMAC
MBA 2011-13 (JGBS)

Maybelline !!

Maybelline is to women what women are to men….. Ecstasy en masse’…!!

A history snapshot is not what you need from this article… but then how does one create symphony without some history. Maybelline was founded in 1915 by chemist T.L. Williams in New York, US; and was named after his sister, Maybel. Today, it occupies 7.4% of the world’s market place that makes it the No. 1 brand in the world. Simultaneously, this position is not expected to be challenged anytime soon.

I hope, people especially men admire Aishwarya Rai and Sonam Kapoor. No prize for the obvious guess you have already made in your minds… L’Oreal (Paris). L’Oreal was founded in 1909 and today belts in more than 20 brands, Maybelline being one of them.

Aaah..!! And for those urchins who remain amongst the unknown masses, Maybelline is a cosmetic brand; gentle, awesome, sexy and yet for the masses. Forgive my misdemeanor, but if I were a girl, I could well fall in love with this one. And even as a man, I can easily fall in love with the girls who use this one.

                            “MAY BE SHE’S BORN WITH IT. MAYBE IT’S MAYBELLINE”

                

The purpose of choosing Maybelline and a cosmetic brand as a beginning cornerstone for this very first article in our marketing blog is downright simple: Get your bloody precious attention, Ladies & Gentlemen.

  And, if you have reached this page, I am quite sure I have got it.

    Now, getting down to business:

Men will question me, “Why on earth cosmetics?” After all, there are a million better things that men can get hooked on to. Cosmetics, certainly doesn’t figure up in that list. Lips yes, but not cosmetics. But I say, guys… it is actually the lipstick that makes you go gung-ho over the lips. It is the deep, dark, infinitely long eyelashes that call for your attention in a crowd of millions. It is the smooth, flawless face air-brushed by the Dream MatteTM Mousse that catches the flare of your glimpse. And all these enablers, my dear gentlemen, are cosmetics.

        Women will question me, “How many more words of indecipherable English before we can get to the product list?” To them, I must say… Not much. You can simply visit the “what’s new” and “products” tags at www.maybelline.com or www.maybelline.co.in . But before that, I must emphasize ladies… Do continue with your cosmetic cosmology. Because, it makes you look outright gorgeous. It boosts your self-confidence. It gives you that indomitable edge in the conference room. It gives you a new kick (in terms of confidence and hormones… ideally, I suppose) every day. It makes you look so good, irrespective of your age. It makes men wonder “How old are you?” and you love smiling back. Your response just leaves us guessing happily for the rest of our office hours (encompassing the whole week). I know you never did it for the men out there. But, I know you love it when you have got our total & complete attention. It will simply be irrelevant and dishonest of you to deny this fact. And if you so outrageously did so, romantics like me and many others are inevitably never going to give up, anyways.

Let me fast-track you the movement and evolution of Maybelline as a company & brand over the last century.

It is quite evident from the pictures as to how Maybelline wants to showcase itself across regions of the world and how exactly it is perceived. You will agree that there isn’t much of a gap out there. The ladies relate to it and men can’t find it easy to forget, pun intended. Some entities may state hard facts pointing towards the more luxurious and better brands, in terms of quality at least (like Dior, E Lauder, etc…); But, again Maybelline does constant R&D, became the world’s leading seller of cosmetics a decade ago, showcases just the most fashionable and contemporary ads, and has got the hottest models in its arsenal. Adrian Lima and Emily Didonato lead from the front these days. But the aging population; forgive my lousy tongue, the older beauties, will inadvertently remember Lynda Carter, Christy Turlington, Sheetal Mallar, Sarah Michelle Gellar, Miranda Kerr and Josie Maran, amongst others. For those of you (and I know it’s the guys), don’t lose steam, you have been knowingly/unknowingly watching these beauties in different forms and fashions across varied media space over the years.

Maybelline today has come up with an exquisite range of products like “Eye Studio Collection”, “Color Sensational Lipsticks”, “Dream MatteTM Mousse face foundation”, “Colossal Kajals”, Mascaras, eye-liners and nail-polish amongst others.  
       It is as imperative as having butterflies in the stomach for the ladies to visit this brand once, formally & diligently. Rest assured, you won’t need my words for further indulgence.

Rohit Singh

Member-ZAMAC

MBA 2011-13(JGBS)

Anytime Maggi Time

I very distinctly remember, my sister and I would come back home from school, throw our bags at the couch and shout, “mummy bhook lagi hai!” Mom very well knew what we wanted and without any delay, she would quickly break the Maggi cake into two equal halves and put it in boiling water. Those 2 minutes were effortlessly passed by playing tabla on the plate. Then as soon as the delicacy was put in front of us, we first made sure that both of us were served equally and then would immediately start slurping each single strand of noodle by making our lips round. It surely was “fast to cook and good to eat”.  

Along with it ran the super famous” Mummy bhook lagi..bas 2 min” campaign which promised and delivered yummy noodles in no time. Mothers at that time couldn't have asked for a better gift from the food industry. And as for the kids, as they grew, so did their Maggi. It soon focused on the health front by its “Taste Bhi Health Bhi” campaign and expanded its target group from kids and moms to everyone in the family. The ad showed grandfather and father enjoying Maggi together, and that welcomed Maggi as a new member in every house. It now became a healthy family meal.

After 25 years maggi realized that its kids have grown and now have an emotional attachment with the product. Maggi is no more only noodles, it's a story, a memory lived through time. Memories that are personal, yet speak for everyone in the country. It's no more Nestle Maggi, but “meri college wali Maggi”, “mere akele khane wali Maggi”, “humare exam time wali Maggi”, “meri camping wali Maggi” and various such precious moments which have captured the hearts of millions of customers and have given them a sense of ownership towards the brand.  The “Me & Meri Maggi”  campaign forced everyone to relive their old days and made it very clear that Maggi is the only synonym for noodles!

This bright yellow brand is a perfect example of identifying the right set of customers and growing with them. Maggi has spread much more than love and happiness around, has given its customers awesome memories to cherish and in return has asked for nothing more than just 2 minutes of their time!

Niyati Raj

Coordinator- Zamac

MBA 2011-13 (JGBS)