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From The Desk Of the Editor

From The Editors Desk

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This time of the year, for us at Club MarkUp, not only marks the end of an year full of activities, also the consummation of the most awaited event - the Marketing World Cup. This is a special edition covering the highlights of Marketing World Cup 2011. Glimpses of triumph, struggle, competition and glee could be seen through the Moments of MWC captured in the pictures. Theme articles based on Marketing of Films will throw light on the different takes of cine marketing in the tinsel town. Divya Bhatia of Welingkar, Bangalore talks about the changing nature and need of marketing of films in India post production. Kaustav Chattopadhyay of IMT Ghaziabad discusses the recent marketing trends that have caught audiences eyeballs. Vinod Gandhi of IMI Delhi focuses on the increasing use of the Online Media by movie makers. He cleverly relates it to Consumer intense novel engagement marketing in use. And finally Aswani Raturi of IMT Delhi emphasises on the need for movie marketers to be cautious of going over the budget in the course of advertising the movie. We also have some interesting opinions on Ra.One being a culprit or victim of over the top marketing campaigns. We thank you all for your overwhelming response to this edition and hope to witness more participation in coming editions. We look forward to your valuable suggestions, feedback and queries. Do mail us at markup.imt@gmail.com. Now relax and enjoy our intriguing special edition in this holiday season! See you in 2012. Happy Holidays and Happy Reading!! Prity Jha

Markezine Team
Editor Prity Jha Content Development Ankit Gupta, Prachi Agarwal Front Cover Design Aashish Kumar Back Cover Design Aashish Kumar

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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Advertisement: IndianOil Corporation Ltd.2 From the desk of Editor..3 Advertisement: Suzlon4 Meet the Facebooking Rockstar..6 Changing faces of Cine Marketing.7 The Weekend That Counts8 Cine Marketing: Innovation is the key...10 Mark-e-feeds: Salvation with Marketing Innovation..11 Marktoons..12 Advertisement: Business India..13 Moments of Marketing World Cup 2011..14 WoW: Words on Wall16 Advertisement: Airtel.18 Marketing World Cup 2011: sponsors & partners19

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Meet the Facebooking Rockstar

Seeing the current trend, Cine-Marketing definition may easily be related to Consumer Intense Novel Engagement Marketing. Consumers today correlate with brands in essentially innovative ways, often through communication channels that are beyond traditional product/ service providers control. This article would revolve around the digitalization and marketing in context to cine-Business. As with most of the business, during the early PLC phase, there is an enormous need of promotions and advertisement campaigns even beyond the expense limit. In case of marketing of movies, it becomes more reasonable as PLC is translated to Movie Release-to-Revenue Cycle, and hence increasing revenues as early as possible turn out to be must for creating buzz in the market. Conventionally, the promotions and advertising used to be handled by the distributors and exhibitors only. With the digitalization, the need to marketing has been extensively realized. The golden strategies of promotions including but not restricted to TV, Radio, Print, Liveshows, Theatres & Shopping Malls, Internet, do sufficiently good to achieving the objective of increasing revenue. But the question arises What makes it different? The differentiation when all among ones competitors are replicating the process in fraction of seconds. Imtiaz Alis Rockstar (Starring- Ranbir Kapoor, Nargis Fakhri) A perfect example of Cinemarketing describes how marketing should not be restricted only to promotions but must be extended to building relationships. The concept of creative strategies of marketing makes a film rightly targeted to its audience. Soon after releasing website, rockstar joined Facebook. Well, it has to have come on Facebook because of its segmented audience residing here.


Facebook page (https://www.facebook.com/rockstarthefilm) first started talking about Ranbir to increase the like count on the page, seeing Ranbirs fan-following on internet. I call it perfect marketing as the consumer engagement was kept on revolving by the series of uploaded pictures and corresponding likes & comments. On 8 October 2010, the page says Amazing guys....We have reached the 1000 landmark....we are awaiting this movie.....Cummon people spread the word....there are still many Ranbir Kapoor and Rockstar fans....who are unaware of the movie ....suggest to your friends....soon we will hear out from Ranbir Kapoor himself...stay tuned for more ROCKSTAR updates! Besides, the rockstar team was doing many other things like meeting fans in cities, coming to live shows, etc and finally integrating all the events at social networking sites. The page also talked about story of the movie in short statements and created the buzz asking audience about their expectations and queries on story lines. It started sharing original video links on the page and made fans felt valued. I remember on 20 September, 2011, it stated Hey DELHI walooo..Imtiaz ali meets Facebook Fans in Waves cafe at Great Indian Mall...in 1hour :-)...So...how many coming?? And the discussion carried on with series of the movie yatra. What could be better strategy of marketing than this? Surely not a viral culprit as Ra.One - 52 crore being spent for promotion but apart from the promotion nothing has been done right by the film makers. To continue with Differentiation, it came up with rockstar diary, where team goes to different locations and captures the moments for its audience. With one month before the launch of the movie, it heavily spent on various competitions by asking people different quizzes, making them follow twitter page, selecting random fans for free cds etc. As a result, it shares today more than 175000 fans on facebook and equally engaged other social media consumers, including twitter. The solution here is to start with target audience in mind. When it caters to Youth, the choice of facebook engagement seems apt. Spending unnecessary huge amount on promotions without having inner matter may not work, but spending less and letting your audience decide is a much better way ahead. Be it viral, event / sponsored or media marketing, cinema requires equal, rather more of meaningful marketing. This kind of CINEmarketing refers not only to the top-line but also to the bottom-line of the production business. References :
* http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1 * https:// www.facebook.com/rockstarthefilm * http://www.marketingmovies.net/chapters/chapter-1-creative-strategy-for-marketing/

Changing Faces of Cine Marketing

EARLY 1960S- 1980S The simple marketing campaigns used to attract audiences to films were huge hand painted postures on cloth. The small town and villages uses rickshaws decorated with film poster announcing about release of the film on loudspeaker. Actors dont go outside to promote the films, they were maintaining their exclusivity. The premiers of the films were mega events the films which were declared hit in metros was able to pull the crowd in small cities. 1980S 2005 After the introduction of cable Television, the way in which films were promoted also changed. Much before the release of the films promotion videos of 1-2 minutes were shown on television. In place of hand painted poster digital posters took place and small music launch parties came into existence. 2005 ONWARDS With the internet in hand here comes the digital marketing, which totally revolutionized the way films are marketed. Producers spend huge amount of money in promoting their films exploring every available media for promoting their films. Actors are also contributing equally, they go extra mile to promote their films by appearing in reality shows, marriage functions, international events and what not. MULTI MEDIA MARKETING OF FILMS

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SOCIAL MEDIA: The movie industry is busy leveraging social media to connect with fans and promote its products. Even much before the release of the films fan pages of the films are created on social network sites. Creating viral alternate by using social networks, movie marketers build awareness about the upcoming films. It is becoming like a habit of a youngster that after watching a movie they post reviews as their Facebook status, & suggest movies to their friends. People also explore this medium they generally read reviews of the movie on internet and then decide whether they want to watch the movie or not. MARKETING BY FORMING A NEW MARKET These marketing gimmicks are specially targeting to the kids. A large variety of toys, mobile applications are launched into the market before the release of the films. By flooding the market with movie-centric products, the movie gets more visibility, which is always welcome. Even large amount of revenue is generated by marketers by the emergence of new market. Various product categories are: Video games, comics, 3D objects, toys Ra-One was the one who was able to commercialize this channel very well. Even others films like Hum Tum , Bhoot, Krish, Koi Mil Gaya, Kabhi Alvida Na Kehna performed pretty well. REVERSE MARKETING: When movies are based on great stories of Novels or Books already audience is excited about the movie and it create a kind of Buzz about the movie. But in this case director have to be very careful about the plot to fulfill viewers expectation. Some of big success of these kind were Guide, 3 Idiots, Parineeta and Bride & Prejudice. INNOVATIVE WAY OF MARKETING AAMIR KHAN STYLE MARKETING These promotional strategies hit the audience mind with a great bang. - He uses a sort of negative promotion, like he warns the audience before stepping to watch Dhobhi Ghat and Delly Belly. He clearly tells audience what they are going to find in the movie. - Ghajini haircut: Aamir Khan himself turned into Barber for promoting film and was doing marketing through storytelling before the release of film. - Doing promotion of his films in remote villages, weddings and whole India tripping. - For the promotion of his film 3 Idiots he created a Facebook account named Pucca Idiot.

What may be the method used by marketing films, one factor is common, fan following and the stardom is so big in India it will keep on attracting audience.

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The Weekend That Counts

I am only interested in the views of two people: one is called Bresson and one called Bergman. Andrei Tarkovsky Well Mr. Tarkovsky, the business of movie making has changed a bit since your time. Once defined as the perception of a director about a subject, films today have become a full-fledged business proposition; in India it is one of the fastest growing sectors with a CAGR of 12.5%. Well Mr. Tarkovsky, the business of movie making has changed a bit since your time. Once defined as the perception of a director about a subject, films today have become a full-fledged business proposition; in India it is one of the fastest growing sectors with a CAGR of 12.5%. My mother once told me that unlike today when people enter the movie theatre during the opening credits, in the earlier days people used to enter the hall as soon as the gates opened - to see the advertisements!!! Compare it with today when a quite watchable pirated copy of the movie is available online within 23 days of the release free of charge. Gone are the days, when a dazzling poster hung outside cinema halls would attract the audiences towards it. The sheer number of films made today forces multiple films to clash on the same Friday. The big releases at least get a free reign for a couple of weeks. Most small budget films go out of theatre after the first week itself. So marketing the movie effectively is vital for the film. Devika Shroff, Marketing Head of Excel Entertainment aptly puts it A High Risk Business, but if done well an extremely profitable and gratifying one. We can say that the supply chain of the movie business is as follows Producers create the endproduct, but they don't sell directly to the consumer. They market it distributors. Distributors market to exhibitors. Theatre exhibitors and Internet strategists market to the end consumers.


Movie is an intellectual property that can be ported to a variety of deliverables: theatrical exhibit, nontheatrical exhibit, DVDs, CDs of the soundtrack, cable broadcast, pay-per-view in DTH, iMovies, etc; merchandising such as clothing, toys, games, posters. So today there are a number of avenues for revenue generation of a movie. Many movies today break-even even after lukewarm response because of this. But pricing becomes a major issue in most cases. E.g. due to global piracy, movie DVDs and music CDs are priced cheaply. For some years, the internet, more specifically social networking sites have become major vehicles of movie marketing; as the age segment of 16-25 years being the target segment of the industry majorly. Shahrukh Khan practically promoted Ra. One for 18 months on Twitter tweeting about the shoot, uploading photos. As a result the interest level reached such a zenith that the movie recorded unprecedented box-office collections in the opening 5-days even though collections decreased exponentially afterwards due to poor word of mouth. Now let us look at some of the innovative movie marketing strategies in the recent past: 1) 3 IDIOTS: Aamir Khan is not called Mr. Perfectionist for nothing. He alone has changed the face of movie marketing in India; be it not disclosing the title of his next film thereby increasing audience interest or multiplex workers shaving their heads prior to the release of Ghajini, he indeed believes in doing it differently. But to promote his 2009 Christmas release 3 Idiots, he raised the bar to a new level by embarking on a journey through the country in disguise. Be it going to Sourav Gangulys house as his fan or riding ferry in the ghats of Beneras dressed as an old man, Ranchos journey definitely caught the eyeballs. That coupled with a good movie resulted in the biggest blockbuster ever.

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2) BAND BAJAA BARAAT: This YRF offering had no big stars but a simple story to tell about wedding planning. They ran a contest in which the winning couple got a free wedding nearing the time of the films release and supposedly planned by the films lead pair. The movie had a slow but a very long run resulting in a box-office hit.

3) INCEPTION: Warner Bros. went for a viral marketing approach to promote this Christopher Nolan science-fiction movie. They opened a website almost a year before the release. Then it showed Cobbs (Leonardo DiCaprio) top. After four months the top toppled and made way for a game which needed to be won to see the first poster of the movie. Movie marketing is still in its early days and we will have to see with what innovative ideas marketing experts come up with to market their movies.

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Cine Marketing: Innovation is the key

I was near PVR Saket, Delhi; I was having my dinner and heard two people saying these days who watch movies in a theatre when you can get it online and that too for free. So the opening lines gives a clear picture that how difficult it is for a cine-marketer to get the viewers in theatres to make some money. It becomes very difficult to substantiate the ROI of the marketing expenses. So with so many options available today it is a gargantuan task for a movie marketer to justify the advertising expense and to convert target audience into actual customers. What we are seeing today is a very vibrant entertainment industry, movies are fighting with every other single entertainment medium to keep their place intact and remain profitable. On top of that piracy, ease of theft of digital media, competition and saturation due to over dosage and multiple options are just adding on to the trouble. All this has posed a great threat to the marketer and made it very difficult for him to make every single penny spent effective. As the plethora of entertainment medium has occupied spaces in the Indian homes, marketer needs to find more innovative ways to reach the target customer or rather in this case target audience. Grabbing attention of the audience is very challenging in between the clutter and noise of the marketing promotion activities.


It just started with hoardings of movies in Mumbai and box office and now to satellite rights, merchandising, promotional events, associations with internet portals (especially social networking sites and you tube), watching online movies (legally on Yahoo and Youtube), contracts with food chains (Ra.One and MacDonald), things have taken a totally different dimensions. This sea change is totally justifiable when from the sea of entertainment media one has to create a distinct customer/ audience delight from their distinctive offering. It becomes immensely pertinent to create a brand among so many films which entice audience to view the movie. There are very high chances for a marketer to fall in the trap of over budgeted marketing campaign because of the immense competition. Examining cine marketing on basis of Porters five force model it seems that one need to spend enough to capture attention of target audience. There is enough threat from competitors, there are plethora of substitute products, and there is threat of new entrants too, customer has enough bargaining power (even seeing movie for free through internet) and what not? Innovation is the key to rule in the world of cine marketing and perhaps Ra 1 proved it by just having a channel on you tube which provided every day happening of Ra1 making. One of the thing by which an Indian viewers go to the cinema is by reviews of friends and not of critics. So buzz marketing becomes very important tool to make a movie a very successful product. Immense increase of internet population in India (121 million, as per IMRB) also gives scope for use of online marketing, so the online buzz can also be created, to be more precise what we call in marketing term-Viral Marketing. Positioning of movie becomes very important and that can be easily established by these means of buzz. The marketing efforts must be directed in a way that audience is convinced about the movie and prefer watching it in theatres. The likeability of the movies must be increased through the marketing efforts. In the process the cine marketer must not become myopic by over or under spending for the marketing expenses. It is albeit difficult but extremely important to identify the ROI of the marketing.

Salvation with Marketing Innovation
Religion is fast becoming a product in todays society. Faiths are not only competing with other faiths, but a plethora of other things in the commercial clutter. Religion is probably one of the oldest things to be marketed but the efforts are much more organized now. This can be said to be the manifestation of struggle to survive for most of the faiths. We can take the interesting case of United Methodist church in the US where they tried to reach specifically 18-to-34 year olds with a catchy with a "Rethink Church" message to redefine the church as a 24/7 social interaction . The campaign costs them a whopping $20 million! Innovative ways of marketing communication have been used. Street teams, door hangers, T-shirts, Twitter and Facebook are included as campaign media, along with network TV, radio print, mobile, e-mail, outdoor and event sponsorships. The Vatican in 2009 decided to start a channel on Youtube as they thought they were lagging behind other faiths that used the medium for promoting their faith.

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Cultural and spiritual plurality and readily available information have made people By more curious about other faiths and their practices. This has made Feng Shui prodMD ucts across the globe. The art of Yoga SHAHNAWAZ knows no boundaries. It is even being AKHTAR customized for other religions. In US, IMT some are practicing yoga, but replacing the obligatory OM with the words of St. Francis of Assisi. Successful marketers understand the fact that in the fast paced life people are seldom able to observe religious rituals due to time constraints but still they want to do something for the soul. As a result, we see idols of Gods being sold online along with other religious products like pooja thalis, shankhas, religious threads, rudraksha etc which are required while performing various Hindu rituals. There are portals even for e-pooja/ prarthna! We can find numerous websites for other religions also. A tweet on twitter reads Sunday April 26, 11:15 am Eucharist at Trinity Church will be tweeted live @trinitywallst. Don't miss it! So people are now being catered their way. The Dalai Lama is now tweeting. Even His Holiness is looking to attract a young audience just like everyone else. Beyond making money, Religious organizations can make use of marketing techniques to support activities like fund raising and increasing their membership (Kinnell and MacDougall 1997, 159).Religion is quite often used for collecting funds for charity, development, education, health facilities etc. Atheism also has become a religion and prominent people supporting it like Richard Dawkins and Christopher Hitchens have become the prophets of atheism. To promote the no God message, 800 buses were used in UK. The campaign raised nearly $150,000 in four days. Theres probably no God, the advertisements say. Now stop worrying and enjoy your life. We need to understand the difference between marketing faith and using faith to market a product. For example, box office hit of the year 2004, The Passion of the Christ. Was the audience really interested to see the gory details of Jesus Christs last hours? Or religion as usual lent itself to controversy for filmmakers gain. A lot of people, including priests and rabbis watched the movie to see if it was anti-Semitic. Or take the case of 2003 novel The Da Vinci Code by Dan Brown, people who had never shown any interest in Bible read it. The power of controversy is being cleverly capitalized from a marketing perspective. How far one can go to market a faith is a debatable topic. But it is true that marketing religion is a balancing act. One has to be relevant and at the same time, true to his own faith. This is a complicated task.
References http://www.marketingreligion.net/?cat=3&paged=4 * Brands of Faith (by Mara Einstein) * http://www.rethinkchurch.org/ * A Changing Marketplace: Marketing Religion and Spirituality to Generation X (Robert D. Montgomery, Mark A. Mitchell, Daniel L. Bauer, Gregory B. Turner) * The Role of Leadership in Marketing Religious Organizations (Mehmed Elezovic) * http://www.alexleduc.com/2005/12/religious-marketing.html * How Religion has Embraced Marketing and the Implications for Business, Ann Kuzma, Minnesota State University * http://adage.com/article/news/churches-religion-marketing/136541/

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Markezines Special edition presents the Marktoon for the theme of the month i.e. Cine Marketing: Whats your take on the marketing of films? Below is the illustration for the same -

Visit http://www.businessindiagroup.com/subscribe.aspx

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As the happening 2011 comes to an end, we witnessed the culmination of our most coveted event of the year the Marketing World Cup. MWC11 saw overwhelming response from the students across the length and breadth of the country. We had over 200+ team registrations which included teams from IIMs, IITs, NITIE, SIBM, MDI, XLRI, IIFT, FMS and many others. We saw ultimate competition in terms of innovation, creativity and intelligence in all the events of MWC11. Teams came up with very thoughtful and innovative strategies, campaigns and ideas. Marketing World Cup is the only core marketing event across B-School circles in India. This year MWC theme was Blue Ocean, as we believe in innovation as the key to breakthrough change and progress. The fight for the customer attention is no more based on fierce competition, but on value innovation. And hence the theme was based on most talked about theory of this era. MWC11 boasts of corporate sponsors and partners such as IndianOil, Business India, SAIL, Airtel, Croma, Bausch & Lomb, VIP, Spykar etc. It proved to be a great platform for budding marketers to showcase their talent in various categories of events, which addressed various facets of marketing from youth centric market research to integrated brand promotion and shelf space management. With students across India vying to get a place in the finals, the competition for the qualifying round was intense, and the most innovative teams were invited for the finals that were scheduled for 26 th-27th Nov11 at IMT Ghaziabad campus. The first day of the Marketing World Cup11 finals began with our guest of honours Mr. Gopal Krishnan, Sr. Vice President HR, IndusInd Bank and Mr. Ajay Davesar, Head External Communications, HCL Technologies Ltd., lighting the lamp and officially declaring the Marketing world cup open, followed by an insightful talk on The Indian Advantage and Innovation in Indian Companies. Our respected faculty Mr. Amitabh Deo Kodwani, Chairperson PGDM (Full Time) was also present to share with us his experience and thoughts on Innovation in an Indian Context.

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We were also honored to have a guest lecture by Mr. Ranjit Kumar DGM Sales North at VIP Industries Limited. He talked about innovation at VIP with focus on changing demand and style of international travelers. It was certainly a rich experience for the student managers to gain tips from an industry expert on International Business and Marketing. Pune came a close 2nd and 3rd position. The first event of the day, Placement Blueprint a core event based on Shelf Management and Floor Planning, started off in full swing with teams from IIM Lucknow, IIFT Delhi, SIBM Pune and IMT Ghaziabad, presenting one after another killer strategies to woo the customers into their store. Team MadMen from IIFT Delhi won the show by grabbing the first position and two teams from SIBM, The second event of the day, SIM-Plified which was based on creating Defensive Marketing strategy for a telecom titan due to latest policy on Mobile Network Portability, saw fierce participation among teams from IIM Shillong, IIFT Delhi, Welingkar Mumbai, FMS Delhi, SIBM Pune and IMT Ghaziabad. Judge for the event, Mr. Pramod Bisht, Product Head, Idea Cellular was immensely pleased by the ideas presented by the participants. He also shared his views on application of Blue Ocean Strategy and Innovation in Telecom sector. Team Monsters with Chivalry from IMT Ghaziabad won with their witty ideas to defend the subscriber base of Helliance Telecom. The third event on Day-1; Adrenaline Hike witnessed immense competition among four IMT-G teams and teams from IIM Kozhikode, IIM Indore and IIFT Delhi. IndianOil sponsored event had some superb ideas from the participants for Servos promotional campaign . Team Avant Garde from IIMK won the 1st prize by presenting a well-researched and designed promotion strategy. The last salvo for the first day was for The Grab Bag a market penetration strategy based event sponsored by VIP Industries. Team Mariners from IMT-G won the awesome VIP bags for their ingenious ideas to market the ever expanding bag portfolio of VIP. And as the first day of came to a successful close, the sigh of contentment of MarkUpites was to be heard amidst the roars of winners and the cheers of participants! There was eager wait for day two among the teams as day one did not reveal a clear winner on the leader board and that the teams were neck and neck at the end of day one.

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The second day started off with even more enthusiasm and zeal. The first event of the day; Parl-e-Carte based on go-to-market strategy for ready to eat food segment of a well-known brand which acquired another brand recently. Judging over the event Mr. Raju Vaziraney, COO at Radico Khaitan Ltd. was very pleased with the conduct of Parl-e-Carte and the presentations of the teams. He shared his experience at Radico Khaitan and explained to the participants about the importance of integrated brand communication has in any new product launch. Although there was intense competition among other teams, Team Mariners from IMT Ghaziabad stood first. Next event Thank You for Smoking was an on-the-spot event based on surrogate marketing in the tobacco industry. Team The I-Dimension from IMT-Ghaziabad stood first, presenting their creative ideas to promote tobacco brands with Cause Marketing in focus. The last on-the-spot event Line of Fire-2 continued its legacy of attracting best of the brains to face the press under the open sky showcasing the best of public diplomacy. Judge for the event, Mr. Shishir Tripathi, Head CLM - Sr. Marketing Manager, UNINOR was overwhelmed to find the questions and counter questions being handled by the participants with alacrity. Team Monsters with Chivalry from IMT Ghaziabad won the long game of questions and answers.

The last and the most speculated event of the MWC11 was Gale Force based on market research of youths perspective on renewable energy and sponsored by Suzlon Energy. Team Spooky Caravan from IMT Ghaziabad stood first with their fierce presentation on youths knowledge of green energy and level of engagement needed by Suzlon to make an impact on todays youth. With all the events being conducted smoothly and participants demonstrating a great show of creativity, talent and hard work, the Marketing World Cup11 came to an end. . Team Monsters with Chivalry became the ultimate champion with total 192.5 points. Team Mariners were Runners up with 175 points. The closing ceremony presided over by Mr. Shishir Tripathi, Head CLM - Sr. Marketing Manager, Uninor testified MWC11 being a success. Team MarkUp

marketing campaigns: Is Ra.One a culprit?

Over the top

W n sO rd o

ll a

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Ra.One definitely required aggressive marketing as it ventured into an unexplored zone in Indian Movies. Considering the effort gone into it digital-wise with 3000+ VFX shots it is understandable to use marketing with digital games, innovative merchandises and high graphic novels. It was important to establish the concept in the minds of the target audience. - Kaustav Chattopadhyay, IMT Ghaziabad

Once famous for the expenditures on extraordinaire sets of Mughal-e-azam, todays bollywood buzz is the promotion budget of Ra.One which is 52 crore. Often described as the "longest promotion in Bollywood history", the term "promotional blitzkrieg" has been used for its marketing campaign. The question is where to draw the line? - Vikash Kumar IMI, Delhi