Bombay Velvet: Marketing Plan

Bombay Velvet | 2015 | SIMChaps

Bombay Velvet

Marketing Plan


Introduction

Movie Theme : Hindi neo-

noir drama with a 1960

Bombay Setup

Music Theme : Jazz Music

Release Date – May, 2015

Anurag Kashyap

known as the

Scorsese/Tarantino of

Bollywood

Anushka

Sharma

Ranbir

Kapoor

Karan

Johar


( Source: moia.gov.in

Juxtconsultant online NRI )

Insights

General :

NRI Population of 5.2million

Average income of $51,371

104,897 Indian students enrolled in U.S. universities

Habits :

75% of NRI’s listen to Indian music online everyday

35% watch Indian movies everyday

17% check Indian fashion online

Even for those who have established roots in the U.S., Bollywood

movies have a larger purpose of keeping them connected

Movie Decision :

They want to know what does the critic

say? What does India say? What does

the U.S. say?


Target Group

Age:20

Education: MBA from NYU

Watches a Bollywood movie on his laptop

whenever he can

Listens to a lot of Bollywood music on his

Ipod

Follows SRK, Karan Johar, Hrithik

Roshan, Aamir Khan on Twitter

Makes weekend plans with friends and

family to watch the latest movies

General:

Indians and Indian origin in America

Age : 16+

Movie Goer and has inclination towards Bollywood

Location : Bay areas of the West and East coast


Online Buzz

Film stars tweeting about the trailer of the movie

Snippets showing behind-the-scenes released on popularchannels

Create Bombay Velvet Facebook page, Twitter accountand website

Release of the film trailer


Online Buzz

“Guess The Place” Contest on Bombay Velvet FacebookPage

Display ads on popular entertainment websites

“Tweet to Meet” Contest on Twitter, amplified to Google Hangout

Auction of movie collectibles on a popular e-commerce portal


Airport ActivationPromotions

Give them a feel of

their home country

Indian Film Festival Of Los Angeles

To attract peoplewith varied tastes incinema


Promotions

Bollywood Night In Club’s

•An engagement activity inline with the theme of the film

•To give people a feel of theGolden Era of Bollywoodmusic

Establishing the theme of

the movie and connecting

the stars with their fans

Organizing A

Fashion Show


Promotions

Re-Furnishing Of Indian Restaurants

Changing the

aesthetics of Indian

restaurants and

giving them a classic

look

Outdoor &

Transit Media

Digital posters at

prominent locations such

as metro`s , shopping

malls,Times Square, etc


Print Campaign

•Door to door delivery of TOI

newspaper

•1960 Newspaper with Bombay

Velvet Branding

(Jacket)

•Specific Area targeting

Theatre Promotions

Tickets for movies

releasing before

Bombay Velvet will be

distributed in branded

envelopes

Promotions


Phasing & Budget

- 4 months - 2 months -1 month - 2 weeks -1 week D-Day

Online Phase 1 Online Phase 2 Film Festival &

Airport

Events OOH & Theatre Print

Events Outdoor Print Online

7 cr 3 cr 2 cr 50 lakhs


Thank You