What makes Garam Masala different… 
By IndiaFM News Bureau, October 10, 2005 - 10:00 IST
In Bollywood today, movies are being produced by the dozen. There has to be something that distinguishes one movie from the other. That is why every producer today wants to adopt a unique marketing strategy for their film. We spoke to Rohini Iyer from Rain Drop Media, who told us what makes Garam Masala so different…
Can you tell the readers a little about Rain Drop Media?
We have been associated with films like Waqt, Ramji Londonwaley, Main Hoon Na, Yuva, Phir Milenge, Garv, Meenaxi and Koi Aap Sa. We are trying to corporatize Bollywood. A little organization and system is required in Bollywood. Publicity is done so differently in Hollywood. We want to bring that to Bollywood.
Rain Drop Media can take credit for a new concept in marketing. Can you elaborate on that?
Yes, that is right. We would call ourselves “media directors.” Every movie has a director of choreography, a director of action, etc. There has never been a director of media. This concept is alien. We have introduced it. Even in the credits, we are called the “media directors.”
What do you feel about the way Public Relations are handled generally in the industry?
Things are pretty unorganized. The general attitude is that PR is getting four interviews done. There are so many films releasing. One needs to differentiate. To give an example I think Yash Raj Films really know how to market their films. They have a clear strategy for each film. We have also worked with Balaji for Koi Aap Sa. And they have been great to work with.
What is the strategy that has been adopted for Garam Masala?
There has been a strategy based on every stage on which the film is. This includes the pre-release as well as the post release stage. If I might say so myself, Garam Masala is a very well marketed film. The stars also lend themselves to superior marketing. Akshay and John are big brands. Even in terms of endorsements, they are big names.
What are the kinds of tie-ups that have been done for this movie?
We have tied up with NDTV. There will be a show called “Akshay, John Aur Kaun”. We will be filming it on Tuesday. It is a speed dating kind of show. There was a SMS poll, wherein women all over the country sent messages. These women could be the lucky one to go on a date with Akshay and John. It is also a funky concept for NDTV. The minute they opened the poll, there were 1500 entries within two hours! Seven women will be short listed. The guys will pick up the winners. These winners will go for the premiere of the movie. This idea goes with the film as even the film is about dating.
In what other ways do you plan to promote the film?
Our hoardings are also different. In every promotion, we have used the concept of Mr. Hot and Mr. Cool i.e Akshay and John, respectively. There will be movie merchandise as well. I don't want to reveal much about that now. You will find out in a week's time! There will also be city tours. As you know, we are launching three new comers namely Nargis, Neetu and Daisy, with this film. They will tour through the different cities in India and interact with the people there.
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Garam Masala: Promo Watch
