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GHAJINI and the art of branding and merchandising

Enkayaar, Bollywood Trade News Network
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Apart from being one of the biggest films of all times GHAJINI seems to be scoring on the front of merchandizing as well. While Shah Rukh Khan did not publicize the manner in which he had acquired his six-pack abs as a merchandize, Aamir Khan's GHAJINI has gone ahead and done it. In one of the first tie-ups India Games has tied up with the trainer of Aamir Khan - Satyajit Chaurasia - and has offered the viewers a downloadable five-minute guide through mobiles christened as Ultimate workout.

As a nation which is caught in the frenzy of GHAJINI hair style, the launch of the body building guide is sure to set the cash register on fire and would be able to churn out a whole new crop of health aficionados. Aamir would be doing a yeomen service to the cause of the health, which is indeed an unplanned by-product of GHAJINI being thrown up owing to unique convergence of technology and marketing acumen facilitated by a generation, which is crazy about downloading everything on to their mobiles.

CHECK OUT: RNBDJ & GHAJINI's 150 crore gift for Bollywood!

Another tie-up that has been spawned to prolong the association of GHAJINI in the memory of the public is creation of a new game based on the singular features of the character of Aamir, capitalizing on the memory loss feature, i.e. one has to complete the game in 15 minutes or else it would suffer a memory loss and everything would be lost. The intricate manner in which the merchandising is being done would indeed go a long way in writing a new chapter of film branding in India.

Body building as a concept used to be inspired from the images more associated with Sylvester Stallone and Arnold Schwarznegger but with GHAJINI built-ups available in the market, the yearning to do it would have more passion, as the idol to aspire to is seeped in the Indian sensibilities and taking into account the Indian ground realities.

The concept of memorabilia associated with films was not succeeding earlier may be owing to the fact that it was working in a superficial manner in the sense of either releasing dolls, or other images associated with films, but not revolving around intricate USPs of the films as it has been done in GHAJINI. In this sense GHAJINI could indeed turn out to be an interesting case study in marketing associated with a film.

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