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Star Gold designs marketing campaign for ‘Kick’ premiere

MUMBAI: Gearing up for the world TV premiere of the Salman Khan-starrer ‘Kick’ on 28 September at 8 pm, Star Gold has designed a special marketing campaign with initiatives across mediums to promote the flick.

The channel has already rolled out a marketing campaign across 12 cities including television, print, outdoor, digital, radio and on ground.

Star Gold will conduct an innovative on-ground activation inspired by Salman Khan’s unique bicycle stunts in the film. It will organise a bicycle flash mob in Mumbai and Delhi, which will witness over 200 enthusiasts cycling across key hubs of the cities dressed as Salman Khan’s ‘Devil’ look in the film.

Star Gold EVP Hemal Jhaveri said, “Besides being the king of the box office, Salman Khan’s movies have a humungous pull on television and Star Gold is the official destination for the superstar’s blockbusters. ‘Kick’ has been the biggest release of 2014 and we hope to replicate the film’s success on television. Keeping in mind the magnitude of the movie, we have presented several unique differentiators to our marketing campaign. It will be by far the biggest marketing campaign ever undertaken by a Hindi movie channel.”

The television campaign has been activated across national and regional channels in India, including genres like kids, music, news and youth entertainment. The campaign is also being aired on other network channels of Star India including Star Plus, Life OK, Star Utsav, Star Pravah, Channel V, Jalsha, Jalsha movies and Star Sports. Aggressive promotions are also being made on the digital platform through YouTube and Facebook.

Star Gold will use the print medium for promotions on the day of the premiere. Leading print publications across the Hindi-speaking markets will carry advertisements announcing the premiere. The channel has additionally rolled out over 75 hoardings across Mumbai and Delhi, and is also promoting the film on radio with over 4,000 spots in 12 cities across Maharashtra, Uttar Pradesh, Gujarat and Delhi.

Jhaveri added, “We have always received a phenomenal response for our television premieres. The norm has always been to associate with a film only during the TV premiere. With this campaign, we chose to go against that norm by partnering with ‘Kick’ before its theatrical release. This step gave us the opportunity to build consumer engagement with special content driven initiatives. Beyond viewers, the premieres of such big-ticket Bollywood films also prove to be a fantastic platform from the advertisers’ standpoint.”

The channel has roped in Samsung Galaxy Core 2 as the presenting sponsor, while the premiere is powered by Hero. The other associate sponsors of this film are Snapdeal, Canon, Dulux and Gillette. The premiere is presented by Snapdeal and powered by Hero on Star Gold HD.

Another marketing step by the channel was its partnership with the film before its theatrical release. As a part of that, Star Gold presented Kick Start, a unique event conceptualised and created exclusively for the viewers of the channel. The event comprised performances from leading stars of ‘Kick’, along with behind-the-scene snippets and interviews of the actors. The special also included a weeklong movie fest showcasing the biggest movies of Salman Khan in the channel’s primetime slot.

In 2013, Salman Khan and Star India network had signed a deal for the television broadcast rights to Khan’s upcoming Bollywood films till 2017. Early 2014, Star India announced its acquisition of a fresh movie library comprising 15 Bollywood films of the year.