CASE STUDY

ON
 INTRODUCTION
► Ghajini is a 2008 Bollywood film directed by A. R.
Murugadoss and produced under Geetha Arts.
► It is a remake of the Tamil film with the same name, which
was also directed by Murugadoss.
► The plot of Ghajini is based on the Hollywood film Memento,
written and directed by Christopher Nolan.
► It stars Aamir Khan and Asin in the lead roles
► Aamir Khan spent a year at the gym, continuously training
with his personal trainer for the role.
► The movie is an action-thriller, with strong romantic elements,
that explores the life of a rich businessman who suffers
from anterograde amnesia(SHORT TERM MEMORY
LOSS) following a violent encounter in which his love
interest, model Kalpana, was killed. He tries to avenge the
killing with the aid of Polaroid Instant
camera photographs and permanent tattoos on his body.
MARKETING STRATEGIES
Before 25th
December
First Look
► Ghajini's marketing
started way back
fromMarch 20 when
he came out on the
premier of RACE with
his new BALD look .
► It actually gave the
perfect sneak peek
at the two looks of
Aamir in the movie .
► InNovember, this photo shot across
leading dailies and Aamir without even
showing his face and his 8 packs
instantly became the talk of the town.
The 8 pack promotion
► Cut back to october 2007 and remember SRK and
the ho-hallah around his 6 pack abs.It was only
around that time that Aamir silently started working
on his own, and just to make it better, he added a
pair and made it eight!
► The fact that the man now had a 8 pack and a
fantastic body, he decided to show the world how he
got it! Up came the videos with 'Making of Aamir's 8
pack' on all news and entertainment channels.
► He even went a step ahead and called a press
conference to introduce his trainer and explain his
diet chart!
Television appearances
► With the TV channels filled with Ghajini
promos, Aamir went into overdrive
with his interviews, which came in by
the day on every news and
entertainment channel
► He even made some guest
appearences on reality shows.
Offline Promos at
Theaters

► 'Theaterpersonnels with Ghajini hair cut' act

that he did on the release on Rab neBana di
Jodi.
Co Branding

► Tata Sky started
running Ghajini
“specials” complete
with behind-the-scenes
stories of the
upcoming film
► Samsung launched
special Ghajini edition
mobile phones of
L700 and M200
models.
► These handsets have
preloaded with
Ghajini ringtones,
pictures and songs.
► Tata Indicom started
with a outbound dialer
service with Khan's pre-
recorded voice.
► Van Heusen launched
Ghajini's apparels in their
stores all across India and
is backing it with in-store
campaigns and giant
posters of Khan dressed
in formal attire.
► Van Heusen also
organized a fashion show
wherein models along
with Aamir sported the
Ghajini look.
Viral SMS campaign
► Peoplereceived sms on their mobile
which goes ……

“Someone killed Aamir’s girlfriend and

he lost his memory. Then he tries to
find out the killer. Suspense… Aamir
himself is the killer. Now enjoy
Ghajini!” 
Digital Promotion

► Aamir Khan is known for his use

of the web and digital medium
to create buzz and word of
mouth for his movies.
► the makers of Ghajini have
roped in Hungama to create
maximum visibility for the film
via the digital medium.
► Hungama has created multiple
properties for Ghajini.
Properties like 
www.rememberghajini.com, 
www.findghajini.comand 
www.wallofsuspects.com that
drive the curiousity around the
movie and provide an
experience like the movie, over
the Internet.
► The film makers took
Indian film making to
the next level with a
supporting full
fledged 3D computer
game based on the
movie.
► the game is the first
Indian Action 3D
game
► This game was
designed by FX Labs.
Final Week controversy
► 'Ghajini Release Stayed' court
notices which threatened to stop the
release of the immensely anticipated
film a day before 25th December.  
► Naturally, this became breaking news
with minute to minute tracking on the
latest updates. 
Were these promotional
efforts where enough ?

YES
 AFTER 25 TH
DECEMBER:
► 100% opening day collections with
over 1500 prints
► Expected 120 crore business by end of
first week
► Best Ever Opening
► Top film of 2008 already
► Two weeks, 160 crores in local markets, 40
crores from overseas markets are some
tempting benchmarks one cannot imagine in
Bollywood. Yes! Marching towards 250 crore mark,
Ghajini has everyone overawed. With 1200 digital
and analog versions, this movie sneaked into nook
and corner of India. The Ghajini mania provided by
the bollywood perfectionist Aamir Khan who lived
the film character himself with exclusive hairstyle,
has created enough impression even on a school
child that every family’s weekend agenda included
a compulsory visit to this movie. Not to say of the
post release exploitation by internet community
that capitalized on the weakness of young boys by
introducing online game which is also a big hit
among the youngsters who claim the game to be
much more thrilling. True! Ghajini is a benchmark.