New Delhi: It may have started as a mere experiment but its all round success has made film producers take recourse to using the popularity and reach of TV soaps to market their movies.
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).
“When actors Aamir Khan and Imran Khan came to promote ‘Jaane Tu...´ om 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.
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 King´ 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 the reach of small medium has now become so huge that Bollywood has to keep experimenting with diffrent 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´.