Debi Misir Ali Prothombar: Using a 360-Degree Marketing Strategy for Film Promotion

Abstract

The case study presents the promotional campaign for the movie Debi Misir Ali Prothombar, a Bangladeshi supernatural thriller. Debi was created by a film industry that has been experiencing little success for many years due to piracy, lack of technical infrastructure and financial support, and absence of proper promotion and distribution efforts. The film was based on a novel by a popular Bangladeshi writer. Consequently, Debi was at risk of being another cult film without any connection to the general Bangladeshi population. However, the Debi promotional team ensured just the opposite by integrating a 360-degree marketing strategy, which involved a marathon of steering campaigns to reach audiences across all the touch points. Throughout the seven months of promotion, the marketing effort included many innovative techniques, including participatory marketing, merchandise marketing, and endorsement marketing. The engagement became revolutionary as the marketing team integrated both traditional media and digital media. Moreover, they continued the film promotion campaigns even after the movie was released because they understood the importance of staying on top of the mind of the audience base while promoting a film. Although case details are specific to the context of a developing country and to a novel-turned-into-movie, the general principles involved apply to omni-channel marketing, eight essential elements of a 360-degree digital marketing strategy, and the trade-off between differentiated and undifferentiated marketing faced by marketers worldwide. Students will be asked to assess and analyze why the 360-degree digital marketing strategy is effective for film promotion in a scenario where traditional media is generally not successful.

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