Shahrukh Khan, arguably the biggest Bollywood superstar, has upped the ante for digital marketing for his upcoming film Ra.One. The movie, a superhero flick, has an official YouTube channel with videos of making, the cast and crew interviews, and the promotional events. Another partnership with Indiagames has seen the launch of Ra.One social game that would reach out to over 500 million users through DTH and a Facebook game.
The latest step in the digital arena is Shahrukh Khan being the first verified Indian celeb on Google+. Over the last 2 weeks, Google has reactively removed many fake Shah Rukh profiles. Of course, this is a move from Google to popularize its new social network: Google+. In the US, celebrities like Ashton Kutcher, Britney Spears, and Paris Hilton already have verified profiles on the social network.
Shahrukh Khan might be cheesy in his interviews and mass-market in his approach to cinema, but is well respected as a keen businessman. His indulgence in cricket where he owns the Kolkata Knightriders franchise has seen the company profiting even when the team hasn’t done well on the field. His star power is infectious, and he has always garnered successful partnerships with brands.
Going digital with Ra.One is probably the first step in a continued and sustained effort. While a movie builds digital content in an organic, steps like online premiere and digital music downloads further the reach and also gain mindshare amongst digital industry.