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LUCKY a.k.a. SUPERCHOR
Mumbai: A compulsive thief, Lucky SIngh aka Superchor’s exploits border on the audacious usually. T...
ATM Machine Stolen
Delhi : Police on CP
says a thief stole an
ATM machine from
outside a convenience
store. He was
obvious...
Another Robbery
AHMEDABAD: The
Madhavpura police
reported another case
of robbery today.
Police suspect
handiwork of the s...
LUCKY ARRESTED!
Cochin: Devinder Singh,
also known as ‘Lucky
Chor' or 'Super thief', was
arrested today from a
hotel in Pu...
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Oye Lucky Lucky Oye! - IMC and Promotion Plan

Pre-Release Movie Promotion & Marketing Plan for Oye Lucky Lucky Oye! through an Integrated Marketing Campaign [Selected Entry for SPJMIR Cinepact]

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Oye Lucky Lucky Oye! - IMC and Promotion Plan

  1. 1. LUCKY a.k.a. SUPERCHOR Mumbai: A compulsive thief, Lucky SIngh aka Superchor’s exploits border on the audacious usually. The super thief is a class nine dropout and he began his life of notoriety in 2003 when he was arrested in New Delhi but gave police the slip. Luckyis reported to have committed over 500 burglaries with impunity across the country. From Delhi to Bangalore, Chennai and Mumbai, almost all the big cities have been privy to his silken craft. He is a master escape artist, giving the police the slip in Delhi, Chennai and Chandigarh after being captured. The one thing that helped Lucky pull off his audacious robberies was how he tamed dogs, ensuring they hardly came in the way of him pulling one daring theft after other. While Lucky was not very picky about what he stole, he did have a weakness for fancy cars and luxury watches “LOST CAUSE” Atul Vasudeva Darshan Shah Nikhil Saraf
  2. 2. ATM Machine Stolen Delhi : Police on CP says a thief stole an ATM machine from outside a convenience store. He was obviously helped by his partners. CP police say an officer on patrol noticed the machine missing between 3 and 4:30 a.m. Friday. The machine was located outside a Milk N Things store in. The store had closed at 11 p.m. the night before. A man answering the phone at the store said the manager was not available to comment. Police did not say how much cash was inside the machine when it was taken. Planning & Strategy PRODUCT -Edutainment. The movie educates the masses to be alert to their surroundings. It helps them to beware of people like Lucky - Entertains with its humour and its music PRICE -Keep the ticket prices low initially. This helps in creating initial buzz as well as repeat viewings - Social Media Marketing lowers the cost drastically at the same time helps in reaching a large number of people together PLACE -All over India release in multiple languages - Personal appearance of actors and director (Dibakar) on talk shows and TV shows PROMOTION -Both Online and offline Online: Engagement of users on social networking sites like Facebook and Twitter – Identity Theft, Games etc. Offline: OOH, TVCs, Print, On ground activations and announcements in public places STRENGTH - Director with an excellent track record - Backed by a leading film studios in India – UTV Motion pictures - Abhay Deol has proved himself now and again -Paresh Rawal in a triple role will be a treat - Music by Sneha Khanwalkar WEAKNESS -Neetu Chandra’s inexperience in acting can be a reason for concern -Relatively low budget -Low on distributors -Except Abhay Deol & Paresh Rawal, rest of the cast almost unknown -Can be considered off beat movie because of the director . OPPORTUNITY -Previously unexplored concept of a movie on a real life con man -Ability to self distribute using various up and coming platforms -class envy and conflict, family dynamics, lower middle class aspirations -wraps the whole thing in an extremely entertaining package THREATS - Other big budget movies with bigger stars releasing on or nearby dates. - lack of low budget traditional distributors leads to the need and additional work of self distribution.. 4 P’s SWOT Robbery articles in the name of ‘Lucky chor’ start appearing in the newspapers , once every week at the same space [Eg. ATM Machine Stolen] Marketing strategies < 6 months to release > Identity Theft: Multiple Reports of online profiles being hacked and identities stolen. These, profiles will be used by Lucky to announce a live robbery on a particular day. .
  3. 3. Another Robbery AHMEDABAD: The Madhavpura police reported another case of robbery today. Police suspect handiwork of the same person who was involved in the same area last week. At 2.30 pm, incident took place when Ranchhod Parmar, a resident of Gomtipur, reported theft of his parked scooter. As per his complaint, he was standing near Delhi Darwaja when two men came near him and told him that his shirt was soiled. When he after cleaning the shirt after borrowing water from a nearby shop, he found his scooter was missing. The scooter had Rs. 2.5 lakhs in its glove compartment. 70% of the Indian population travels through the railways, thus a tie with them would be beneficial. Regular announcements for taking care of your luggage could be modified to promote OLLO - “Lucky namak chor jo ki police ki giraft se faraar ho gya hai, yahin kahin ghoom raha hai, kripya apne samaan ki suraksha kare…!” < 1 month to release > SUPERCHOR Rope in ‘Gameshashtra’ (a game development company) to develop a MMORPG for the movie (online + mobile app) on the lines of games like GTA Radio announcements of keeping safe; similar to those of railway & news channels. Also, ask people to share their robbery stories Tie up with news channels to track Lucky and his robberies over the course of a month as if they were real Share your personal robbery stories through facebook and see them featured on the official movie blog
  4. 4. LUCKY ARRESTED! Cochin: Devinder Singh, also known as ‘Lucky Chor' or 'Super thief', was arrested today from a hotel in Pune in a joint operation by the Maharashtra and the Kerala Police. The arrest came six days after Lucky reportedly broke into a high security house of NRI businessman Venugopalan Nair in Thiruvananthapuram and stole goods worth Rs. 50 lakh, according to the police. He allegedly deactivated electronic surveillance devices and drove off with a sports utility vehicle (SUV) worth Rs.28 lakh, a laptop and two mobile phones from Mr Nair's house. Mr Daithankar said that Lucky has hundreds of cases against him in different states across the country; 300 in the national capital alone, said the police today. < 1 week to release > SMS/Mail Direct marketing strategies could be applied to reach out to audiences with a social message like : ‘Jan hit mein jaari...’ A Crime Patrol & CID show based on Lucky and his robbery. These episodes would end with them giving up and asking audiences to visit theatres to find Lucky Announce through every channel possible of the staging of a LIVE ROBBERY a week before release at a destined time and place of a precious object. This robbery will also be simultaneously webcast on YOUTUBE for a worldwide audience www.superchor.com A massive 2 day online sale of various products. These can be in tie up with different brands. The entire thing will be marketed as Lucky’s stolen goods Entire ‘Chor Bazaar’ will be empty and shut with a huge ‘SUPERCHOR’ sign directing people to the website as if this was all Lucky’s work. A twitter campaign will accompany this strategy where we’ll try and trend #superchorstrikes [this hashtag will also be used for all news reports previously generated] “Finally, Lucky has been caught, come and watch him confess his crime in front of millions of people in a theatre near you.”

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