Salman Khan starrer Jai Ho, which released last Friday, had tied–up with mobile music and video Streaming platform Hungama for an interesting attempt at co–promoting the movie as well as the app.
Movies have lately adopted the concept of co–promotion very enthusiastically. In fact, the trend of releasing movie–themed games is still raging on with Sholay 3D, Krrish 3, Dhoom 3 and so on. However Hungama and Jai Ho chose a very different path that involved drawing mutual benefits. Launched a mere week prior to the movie’s release, the campaign titled, ‘Hungama-Jai Ho Friends-of-Friends’ is a multi–channel promotion that witnessed Hungama making its debut on television.
A liberally aired TVC featuring Salman Khan extended the central theme of the movie – Citizen Unification, to the digital route. Seeking to achieve organic promotion by fans of the celebrity, Bollywood music and music lovers themselves, the campaign offers incentives to the app users who managed to have the largest influential chain.
Hungama’s app features exclusive songs and videos from the movie Jai Ho. Fans will have to download (if not done already), the Hungama App, listen and watch the songs and videos. However, to stand a chance to win something, users have to invite their friends and share the app. The user who manages to weave the largest chain stands a chance to meet Salman Khan. Users can SMS Hungama to 54646 or opt to give a missed call to 0922 313 8888 to receive personalized links to the ‘Hungama-Jai Ho Friends-of-friends’ campaign’. The contest is also being promoted on social media.
Why debut on TV after so long?
Hungama had launched the app in March 2013 with a catalogue of music tracks and music videos from over two million songs from Bollywood, international, Telugu, Tamil, Malayalam and other regional content. The app which competes with the likes of Gaana, Saavn, among others claims to have gained substantial traction of 4 million downloads by promoting itself via digital, print and radio channels. Hence it may seem an extravagance to spend on televised promotions.
But movies have traditionally been aggressively promoted via TV. Besides, according to the company’s COO, Siddharth Roy, it was a great opportunity, “To build some new audience and also innovate for our existing users.”
By tapping into the extensive fan following of Salman Khan and timing its TV debut, Hungama could significantly bolster its short–term adoption, but will its continued traction depend on the success of the film?
Image credit: Facebook