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<\/p>\nWith 1000 films produced annually, Bollywood is the world\u2019s most prolific cinema industry. It is prolific even in its use of digital marketing. According to DI International Business Development, a consulting unit of Confederation of Danish Industry, Bollywood generated revenues of $3 billion in 2011. It\u00a0has been growing 10% a year.\u00a0If one closely observes the promotional and marketing strategies of the Bollywood films, dynamism is the only thing one will notice. Bollywood has adapted to\u00a0the frequent changes in marketing strategies. It comes out as\u00a0the premier species of the marketing evolution.<\/p>\n
From the advent of transistors \/ radio, Bollywood has innovated to leverage media to the maximum. Even during those days, the promotional activities included on-air contests, interviews with film stars and music composers, selling out complementary movie tickets, options to meet the stars in person, etc.\u00a0With the emergence of Television, Bollywood started using programs such as ‘Chitrahar’ to promote its films. The promotional activities remained the same, but the media tilted in favour of television.\u00a0Especially\u00a0with the advent and popularity of cable and satellite television.<\/p>\n
In the same vigour, Bollywood has now adopted to the new media \u2013 Internet for its promotional activities.<\/p>\n
According to the report of Internet and Mobile Association of India, there were 243 million internet users in the country. Today, we have 462 million Internet users, a 90% jump in 2 years. Around 81 per cent of the online Indian population, according to a report by Hungama Digital Media, engages in some kind of social interactivity on the web.<\/p>\n
Inevitably, Bollywood had to take all possible steps and risks to utilise the media better than any other industry. The total marketing budgets of a Bollywood movie comprise almost 30-40 percent of the entire production cost. 20-30 percent of that is now being spent on digital marketing.<\/p>\n
Bollywood understands that films have a low shelf life. Marketing therefore needs to be swift and wide. It understands that creating awareness alone is not enough. The masses need to engage and connect with the film, its plot and its stars. With Digital Marketing, Bollywood now promotes its movies\u00a0right from the very inception of the movie. Promotion starts even before the shooting starts.<\/p>\n
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Content Marketing is a type of online marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts).\u00a0It may\u00a0not explicitly promote a brand or a product. Content marketing is about digital stories\u00a0to stimulate interest in the\u00a0product. It is subtle. Content is placed in various websites by relevance and interests, and can penetrate deep into the minds of the target consumers.<\/p>\n
Internet is a network of computers and mobiles that not only allow consumption of content, but also the independence to create and share content anywhere, anytime. Content strategy therefore intends to make\u00a0content viral, share-able. It must\u00a0initiate\u00a0user generated content.<\/p>\n
In 2008, when content marketing as a concept didn\u2019t exist, Ghajini, had made one official website, and two additional websites. It was created\u00a0to start a content spiral. It wanted to increase its reach and raise curiosity about its\u00a0content. Along with the websites, it released a lot of viral content on its FB and YouTube page.\u00a0All these\u00a0created a previously unseen hype for the movie. Ghajini holds the notable distinction of being the first movie to break the 1 billion (US$17 million) barrier in Bollywood.<\/p>\n
Dabang\u00a0broke the records of Ghajini and 3 Idiots. The movie created a twitter profile and a YouTube channel by the name, Chulbul Robinhood Pandey, apart from the ones in the name of the film.<\/p>\n
A recent example is of the film Bajirao Mastani, which invested in a content strategy by launching an animated web series titled \u2018Blazing Bajirao\u2019. It\u00a0was released three months prior to the release of the film.
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