Indian Idol (Sony Entertainment Television)
No surprise that actress Katrina Kaif made a debut on the small screen to promote her next flick Singh Is Kinng. "Hindi television serials have become one of the major sources of entertainment and advertising gateway for promoting upcoming Hindi movies today. According to our TV ratings, viewership sees a unprecedented rise if the starcast of a film comes on a TV soap. And it is informative also as people come to know about the story," says Amit Varma, CEO, Audience Measurement and Analytics Ltd (aMap).
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"When actors Aamir Khan and Imran Khan came to promote Jaane Tu… on Salman Khan's Dus Ka Dum, the show got one of the highest TRPs on that day. This is just an extension of other promotional technique on television, he adds.
Ekta Kapoor, who started this trend, advertised her films like Krishna Cottage through her leading daily soaps, popular serials.
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Similarly,before the release of Taare Zameen Par, the director Aamir Khan with child actor came on a singing reality show Sa Re Ga Ma Pa. The latest movie Singh is Kinng was promoted by a special appearance of Katrina Kaif for a special episode of Baa Bahu aur Baby recently.
According to aMap data, around 45 lakhs viewers watched Baa bahoo aur baby on 3rd August as compared to 2nd August where 40 lakhs of viewers were glued to watch the serial.
"I think in today's world, promoting through only one medium is not enough. And TV serials are just an extension of marketing startegies. If a star a of a film comes on a TV serial, it helps in incrcease in both the serial and the film," says Imran Ali, VP Marketing & Communications, UTV Movies.
"Movies to move the audience have to be marketed competently with effective promotion, proper distribution channels, and state-of-the-art facilities and so on. Movies are promoted with a target audience, which eventually determines the box office success rates. And these soaps have a very good reach among the viewers and so can connect easily with the audience," he adds.
Adds, Varma, "The motto behind promotional activities is to draw the audience to the cinema halls. Any gimmick would sell provided it gels with the target audience' mindscape."
Film critic Taran Adarsh says that the reach of small medium has now become so huge that Bollywood has to keep experimenting with different promotional techniques.
"Avenues have changed. Some television serials are so popular that even housewives who really don't care about films, get to know about it after seeing the stars in their favourite soap."
The trend of marketing films started with cross selling of brands by way of organizing events, brand promotion of merchandised stationeries and commodities, for example, Don with Tag Heuer and Louis Philippe and Krrish with consumer brands like Hrithik's mask, Tiffin boxes, bottles, stationery and Coca Cola had a tie up with Dhoom 2.
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After this comes music albums as a tool to promote films. Kabul Express was advertised using a music album while it was primarily a song-less movie.
Even director like Ashutosh Gowarikar admits that television is a strong medium to promote the film. Asked if this is the sole reason to organise the world TV premiere of his hit film Jodhaa Akbar so soon, he says, "Yes. I think television has a huge reach. I have added some special footage in the film which were not in original. Like the scenes of Akbar-Birbal are new. I want everyone from children to senior citizens to watch the film and I know only small screen can do it." MTV Roadies
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