MUMBAI:We are just a week away from the release of the most anticipated film of the year Dhoom 3. The promos and the songs have received positive reviews. And to get an insight into the digital strategies the film has used, Radioandmusic.com’s Dhairya Ingle caught up with Vice President – Digital, Yash Raj Films, Anand Gurnani.
Excerpts:
What are the digital strategies adopted for Dhoom 3?
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Given that Hindi films are usually in a promotional overdrive, the thinking on Dhoom:3 has been very different. We have consciously adopted the “Less is More” strategy. The digital push and promotions were shaped around the same lines with less assets, snippets of songs and a high push of PR. The first video assets of D:3 were its Teaser and Trailer that got an overwhelming response online on YouTube (with around 14 million views each and yet counting). The first video to be released thereafter was the title song of the film ‘Dhoom Machale Dhoom’ (in Hindi, Tamil, Telugu & Arabic languages) which was populated across all digital & social media platforms to maximize its online traction. We also launched the full track and the ringtones of this single simultaneously worldwide. Thereafter, we held back and just released 30 second teasers of all the subsequent song videos (starting with the next song “Malang” & followed with “Dhoom Tap” and “Kamli”) instead of the extended versions, to further build up the anticipation and ensuring that the complete experience was only available in cinemas, thereby driving footfalls. We maintained the tease and intrigue by supplementing this with interesting “behind the scenes” videos, viz. Finding Aamir Khan’s look, Shooting in Chicago, Aamir’s Body Art, Jai & Ali are back, Aamir & Katrina turning Acrobats, Aamir’s Tap dance training etc. (Check: http://goo.gl/lq2uxW). We are also running interesting contests across all our social media properties which will continue until the release of the film along with other interesting video assets to create maximum social buzz for the film.
Also Yash Raj Films got Naya on board for singing the Arabic version of the title track of Dhoom 3?
The Dhoom franchise has a massive international following with a signature theme that cuts across boundaries, especially in the entire Middle East region. Hence, we created a special track and got Naya to sing the Arabic version of the title track for the fans! (Check: http://youtu.be/4nNjf8Wgxw0)
Are you tying up with any brands or stores for the film?
Dhoom:3 tied up with the Great Online Shopping Festival (GOSF) where Aamir Khan did a Hangout with 3 of his biggest fans over a video chat. Further, the styling of the two main characters of the movie, Sahir(Aamir) and Aaliya (Katrina) were made available across the shopping festival for people to buy merchandise and look like them.Yash Raj Films’ D:3 licensing program Licensing comprises a wide assortment of products from a number of leading manufacturers ranging from Smart Phones and Tablets to Motorcycle accessories that feature unique designs inspired by the movie and the list is continuing to grow!
ICE X Electronics: D:3 is the world’s first ever film to have its tablet and other branded electronics range with a host of accessories such as MiFi cloud routers, stylish power banks and multi-utility portable Bluetooth speakers.
Mattel: For the first time ever, YRF and Mattel have inked a unique partnership for the upcoming blockbuster with unique D:3 inspired limited-edition “Barbie Collector Dolls” of superstars Aamir Khan and Katrina Kaif.
99 Games: The DHOOM:3 Mobile Game has quickly become one of the most successful digital games produced in India and is available on Windows, Android, iOS and BB10 platforms as well as through the Telco ecosystem.
BollyXpress: Greeting cards, gift wrapping papers and calendars are “first-of-a-kind” products, which feature D:3 music, vibration effects and fiber optic light technology, that will make the right impression for every occasion.
Gulf Oil: A special consumer and trade promotion for Gulf Pride 4T Plus Bike Oils, supported by major retail displays, will feature a DHOOM contest and a chance to win exciting D:3 merchandise.
CEAT: Zoom ahead in style with superior grip DHOOM:3 Limited Edition Ceat Tyres.
Orosilber: Inspired by designs featured in D:3, is a hip line of fashion accessories for men which includes such products as pendants, rings, wallets, bracelets, dog tags, belts, key chains, tie pins, cufflinks and more.
Collectabillia: The company’s D:3 product line offers a range of fashion bags, sling bags, hats, USB sticks, hat magnets, caps, bandanas and other accessory products.
Classic Stripes: For those who want to drive in DHOOM style, Classic Stripes is offering a line of hot D:3 bike decals that transforms any bike into a D:3 look-alike bike.
Nightingale: “Chic” is the word that defines this collection of a premium and varied range of D:3 diaries and notebooks that feature graphics based on the movie.
Bombay Dyeing: For those looking to spice up the bedroom and bath, is a Limited Edition of D:3 branded bed linens, cushions and bath linens.
Diva’ni: A perfect accent to anyone’s wardrobe are the colorful and trendy D:3 clown theme scarves.
Archies: This popular retailer is developing an exclusive range of D:3 inspired paper stationery products that includes photo albums, calendars, posters, autograph books and more.
LINE: D:3’s official account and sticker for the LINE mobile application.
Steelbird: The perfect combination of safety and style define the company’s line of D:3 inspired helmets for bikers.
Parksons: For those looking to spice up their game, try D:3 playing cards.
Vox Pop Clothing: D:3 inspired T-shirts with more than 200 varieties of products and 20 Partners with a combined penetration at more than 20,000 retail touch points.
The YRF E-Store (yrfstore.com) offers its fans around the world the opportunity to buy a wide selection of YRF’s film inspired merchandise!
