My sound-engineer friends who have been working on Anurag Kashyap’s ‘Dev D’ have been raving about it since the prints came in their studio for post production. The new age take on Devdas surely has promising promos. But the high-point is the recently launched ‘Lustline’ on the official website DevtheFilm.com.
It looks like film makers are taking to novel advertising mediums as audiences fall deaf to the good-old idiot box or friendly neighbourhood radio station. Recently Aamir Khan was seen experimenting with varied mediums like a monkey on caffeine for his latest release Ghajini. From online virals to haircuts and now a video game; Aamir has tried and tested every medium.
In a bid to raise some noise Anurag Kashyap has started a ‘Lustline’ wherein anyone can call and talk dirty with Chandramukhi (played by Kalki Koechlin). There is even a chat-line for the same.
You can hear Chandramukhi getting dirty in English, Hindi, French and Tamil. In fact there is a playlist that showcases all the audio files. For example she talks about how naughty she was in school and hated all the subjects except biology and how teachers were happy with her “orals”. Get the point!
Producers UTV Spotboy are all gung-ho about this warped form of promotion. They are even planning on launching a denim range and apparently a Dev D condom. The official Dev D website powered by MediaCurry.tv is impressive. The website flows with the theme of the movie and portrays mundane content in an eye-pleasing manner. With this onslaught of “marketing innovation” we are sure to witness a whole new world of possibilities on the Internet and mobile phones.
Talking about promotions via mobile phones Sony BMG recently partnered with Ibibo.com to launch a first-of-its-kind application for Raaz – The Mystery Continues. The application lets users to karaoke to tracks on their mobile phones. Plus they can enjoy songs, videos and exclusives of the horror sequel.
In an age where technology reigns, Bollywood marketing gurus will surely squeeze the last drop out of any medium to get maximum eyeballs. Well, in the end, all these activities work wonders for the mushrooming online and mobile VAS industry.
