There could not have been a better strategy to market an Insurance product than by using the punch line of the hit song from the film 3 IDIOTS, "All is well". Insurance companies in the private sector were finding it difficult to find a foothold, but by aligning its fortunes with 3 IDIOTS song, Reliance Insurance Company would indeed move to a big league. After all, an insurance product is sold with the premise that it would facilitate the notion of all is well.
Would 3 IDIOTS also become a part of the folklore as far as branding of a product is concerned? The signals are already apparent. One of the best benchmarks to understand the trend is to find its reflection either as a bumper slogan or as a slogan on the back of the auto rickshaws. Now most of the auto rickshaws in Mumbai display the slogan "Only for THREE IDIOTS" denoting the capacity of the carriage. Even Raju Hirani would not have thought about this innovative way to market the film, nor would it have crossed Aamir Khan's mind to publicize the name of the film this way! But this is what innovation and the sense of chutzpah that Mumbai is famous for is all about!
The brand positioning of 3 IDIOTS that Aamir has resorted to by appearing in all the mofussil towns of the country is another innovative approach to market a film without relying on the tools of technology to attain it, instead of going back to the publicity through mouth. In doing so, Aamir Khan has also deconstructed his image and has reached out to those places of the country that never form a part of the radar of the marketing whiz kids.
The manner in which marketing by design and marketing by innovation has been done for 3 IDIOTS is surely going to take it to the management schools as a case study about marketing a product in the remote corners of the country. It is one of the most difficult propositions for the marketing gurus to position their brands, and Aamir Khan has indeed shown the way, how to do it! Cue needs to be taken by all and sundry who are associated with the marketing of a product to position it in as innovative manner as could be possible. 3 IDIOTS should walk into the hall of fame, if for nothing, then for its innovative marketing.