Viral marketing & Bollywood

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Viral marketing techniques latest buzz in Bollywood

You had seen the announcement of Imran Khan rocking the MSN India home page. Here’s what my colleague and friend Vineet Gupta has to say about this in ET:

Films have now moved on from just plain vanilla advertisements to ones that ensure more interactivity with the audience. Microsoft Advertising rich media banner where Imran Khan comes alive to interact with the user on his desktop, walks on the website, looks around, knocks on your screen and then walks into the advertisement and even moves to the tune of the song Kabhi Kabhi Aditi Zindagi worked really well for both. A separate shoot was done only for this advertisement which had a click-through rate(CTR) of 2.8%. The average CTR of banner advertisements is 0.3%.

“Earlier content that was developed for the conventional medium was put on the internet too but today specific content is developed for the internet because of the nature of the medium and the returns justify the extra costs. Five lakh users replayed the Jaane Tu… advertisement and then there is word of mouth that goes around too,” says Vineet Gupta, marketing manager, Microsoft Digital Advertising Solutions.

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