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Marketing of a
TEAM 9
The Problem
Statements
What are advantages and
disadvantages of AAMC as a
product ?
What are the perceived
strengths and weaknesses of
the movie ?
Comment on the positioning
of the movie.
PRELUDE
Ankur Arora Case is directed by Suhail Tatari & written by Vikram Bhatt
K.K.Menon, Paoli Dam, Tisca Chopra, Arjun Mathur and Vishakha Singh were cast
The release date was initially February 13 which then shifted to Jun 13
SYNOPSIS
1st half revolved around hospital and the 2nd half turned into a court room
drama
Ankur Arora, an 8 year old boy was admitted to the hospital for treatment and
died in the theatre because of doctors negligence
The hospital and the doctor attempted to cover up the incident blaming it on the
organ failure during the operation
The doctor knowing that the child had consumed biscuits decided to go ahead
with the surgery, despite alleged contravention of surgery regulations
The mother of the child and an intern of the hospital went to the court of law to
seek justice
AAMC as a Product
Advantages &
Disadvantages
Advantages
Well planned IMC strategy
Clarity about target audience, USP and positioning
Well defined key messages and support messages
Use of innovative promotional campaigns like Light a
Candle for Justice
Methodical marketing strategy once the release date got
finalised
Post release marketing was employed to utilize positive
reviews
To convince fence sitters
Appeal to discerning audience members
Highly positive and encouraging user feedback
Variety of IMC tools used to implement marketing
strategy
Advertising print, TV, radio, in-cinema and
Internet
Social Media
PR
OOH billboards, digital displays and multiplex
Guerilla tactics
Disadvantages
Relatively low budgets for production and marketing
This helped garner some publicity but also created extra work for the social media team fixing links on 3rd party
websites, etc.
Not seeking advance permission from celebrities (victims of medical negligence) before using them for promotion
Competition with Fukrey which released on the same day and turned out to be an audience pleasing movie
Long gap between pre-production promotions (August 2012) and release (July 2013) audience memory is short
especially for non star cast films
Strengths &
Weakness
Strengths
First mover advantage Bollywoods first medical negligence drama
Known players involved Vikram Bhatt, Kay Kay Menon, Tisca Chopra, Paoli Dam