Padmaavat - Promoting it with poise and a dash of humour
The movie's revenues may be down by around 25% in view of the controversy surrounding the movie

Finally! Finally, the controversy-ridden film, Padmaavat, will see the light of day on Thursday, January 25. The question now is: how well will the movie do? Will film-goers watch the movie? This is a job for the film’s marketers. Leave it to them to show us how it is done. So what do you do when you need to convince cinema goers all over to watch the movie despite all negative publicity? Well, there are a couple of things: reassure viewers that the movie is Kosher for viewing and sportingly take a joke on yourself, if that’s what it takes to laugh all the way to the bank.
Here’s a look at the full front-page disclaimer ad that the Padmaavat makers put out. The ad states in no uncertain terms: The film 'Padmaavat' is based on the epic 'Padmavat' by Sufi poet Malik Muhammad Jayasi which is a revered work of fiction. The film does not have and never had a dream sequence between Alauddin Khilji and Rani Padmavati. We have made this film as an ode to the famed valour, legacy and courage of Rajputs. The film portrays Rani Padmavati with the utmost respect and does not tarnish her repute or misrepresent her character in any manner. The film has been cleared with only five modifications by the CBFC and is officially approved for release in India with a U/A certificate. There are no further cuts or modifications to the film. While the ad is plain and simple, it still manages to make a statement.
Bookmyshow.com, an online ticketing platform, has been promoting the film on digital platforms and television with two ads specially designed to tickle viewers. Don’t make excuses, go watch the movie says one ad. While the other mocks the Censor Board’s advice to the filmmakers to drop the last letter of the movie’s name making it Padmaavat from Padmavati. “An Epic Blockbuste, starring Deepik,Ranvee, Shahi, Finally Releases 25th Ja, Watch it Opening Da,” says Bookmyshow in digital ad.
TVC: https://www.youtube.com/watch?
The controversy surrounding the film has already piqued the interest of filmgoers everywhere, and ensured that the news about its final release reaches everyone. Despite the publicity and the order of Supreme Court, it is expected that viewership in the states of Rajasthan, Gujarat, parts of Madhya Pradesh and parts of Maharashtra will be affected.
According to industry estimates, the movie is estimated to open at Rs 15-17 cr on Thursday. Due to Republic Day holiday, it is estimated to collect Rs 83 cr on the first weekend. “Our assumption for net domestic lifetime collection would have been close to Rs 200-225 cr for the movie, however we believe this number would be lower as the movie would face release issues in some key states. This would have a negative impact of 25% on our collection estimate. Therefore, our revised collection estimate would be close to Rs 160-180 cr,” said Karan Taurani , DART(Dolat Capital).
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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