Film marketing as a career is not talked about much in advertising with production houses handling marketing campaigns instead of mainstream ad agencies. On 1st October 2020, Mr. Rahul Gadekar was invited to conduct a session on Film Marketing with students of Audio Visual and Communication Management of Batch 2021.
Mr. Rahul Gadekar, founder of R Interactives and R Academy, boasts over 11 years of experience with diverse roles in Digital Media Marketing Communication. Sony, Colors and Star are among the many brands that he has worked with while handling performance marketing, user engagement, search behavior and content marketing. He has been a part of major projects specifically in the field of film marketing and television content production. Along with maintaining an impressive portfolio, he has also been associated with Symbiosis as a visiting faculty for more than 2 years.
The session started with an interesting case study on the marketing campaign of the famous movie franchise, Fast and Furious. He shared his experience while working on Fast and Furious 6 in 2013. Creating awareness about the franchise, driving engagement on the content pieces and increasing ticket sales were the three main goals of the campaign. Since Facebook was then rapidly penetrating in India, it was chosen as the principal platform to connect with the audience. Drag races, celebrity tie-ups, merchandise contests and integrated Facebook pages of fans all over the country were the highlights of the campaign which contributed to 540 million box office sales. His insights on driving organic reach were super helpful for us as beginners in the industry.
After discussing a couple more exciting case studies on Hunger Games, Jurassic Park and Baahubali, he proceeded to explain the different kinds of technologies that are emerging in the digital marketing industry which can be creatively used to design campaigns; especially today when the world is switching to online means more than ever. Projection Mapping, Augmented Reality, Virtual Reality, Dynamic Creative Optimization, Data Pulling and Programmatic Advertising were the few he explicitly focused on.
As a movie buff, it was indeed quite interesting to know the dynamics of film marketing. The question and answer session at the end of his lecture cleared all our doubts on how exactly we could start our journey in this industry and the job profiles that we could manage as beginners. He was extremely patient and addressed all our concerns with utmost sincerity.
Filled with interesting case studies and comprehensive discussions about the technological advancements in the industry, this session with Mr. Rahul Gadekar was truly an enriching experience!