PRESENTED BY-T.KRUSHI KUMARSEC-CROLL NO-109ICBM-SBE

• A Vikram Bhatt movie that was inspired by true events.

• Bollywood’s first Medical Negligence drama. The first half showcased hospital events & the second half turned in to a courtroom drama.

• Story was written by Vikram Bhatt and movie was directed by Suhail Tatari. Star Cast was Kay Kay Menon, Tisca Chopra, Paoli Dam, Arjun Mathur & Vishakha Singh.

• Film was to be release on feb, 2013 but eventually released on Jun 14, 2013.

• Received good critic ratings and positive reviews from trade media & users; however turned to be a disaster at the Box Office.

An Unexpected Glitch• The theatrical trailer of the movie was released on

YouTube on April 24, 2013

• Product placement was done in that movie where GOOD DAY biscuit was used.

• Britannia Industries, the manufacturers of Good Day, sent a legal notice to ASA Productions concerning the use of the product.

• Britannia Industries claimed damages worth INR10 million

INTEGRATED MARKETING COMMUNICATIONS (IMC) STRATEGY OF AAMC

• Target Audience: AAMC was a family drama and chiefly targeted at an Indian audience above the age of 13

• Unique Selling Proposition: The first medical negligence drama in the history of Bollywood,was inspired by true events.

• Positioning: The positioning statement of AAMC was “When Hope Kills.”

• Key Messages: On the basis of the positioning statement, the key messages that would drive the promotional campaign were finalized.

THE CAMPAIGN

• Television – Entertainment: 11,130 seconds– Movies: 1,260 seconds– Music: 84,420 seconds– News: 29,820 seconds– Regional: 2,130 seconds

Print Media• ASA decided to go with the series of smaller

ads to cover more days. A campaign was designed with the slogan “He was a victim of medical negligence and so was Ankur Arora,”

• On the day of the release, Paras Publicity ran an advertisement that carried several positive critic reviews and ratings, along with theater listings.

Public Relations

• The PR activities for AAMC were managed by Raindrop Media

• A few news reports mentioned that Bhatt was inspired by No One Killed Jessica, starring Rani Mukerji-Vidya Balan.

• ASA would be donating all the equipment used in the movie to hospitals.

• On the eve of release, Jethani donated INR100,000 to a cancer patient at the premiere showing.

Social Media

Social Media

• Campaign 1: WHO WAS ANKUR ARORA?

• Campaign 2: MEET THE CAST

• Campaign 3: VICTIMS OF MEDICAL NEGLIGENCE

• Campaign 4: DO YOU REMEMBER?

• Campaign 5: LIGHT A CANDLE FOR JUSTICE

• A Twitter contest was announced at the same time. The hash tag #LightACandle was trending for over 36 hours across cities in India.

• Average engagement (like/comment/share) per Face book post increased by approximately 2.5 times.

• OOH: OOH media were used in the pre-release and the release week

• Billboards• Backlit Displays• Digital Displays• Transit Advertising

Box-office Response

• The movie turned out to be a box-office disaster. It grossed INR5 million in its opening weekend, and INR10 million in its weeklong run.

• The exhibitors removed the movie from the screens after a week.

• Jethani putting in around INR60 million, recovering the production cost seemed unlikely.

CONCLUSION• Jethani and the ASA project team dedicated to

AAMC believed that the product was very strong.• The lack of commercial success dealt a severe

blow• The words of the marketing agencies came back

to haunt Jethani.• The possibility that the marketing

communications campaign had been incoherent and ineffective.

DRAW BACKS

STAR ACTORSCOMPITITOR ANALYSISPOSTERSNO SUSPENCEBORING FILM