In the dynamic realm of entertainment, the film industry has undergone a remarkable metamorphosis in its approach to marketing and promotion. What was once reliant on rudimentary methods such as hand-painted posters has now transitioned into a sophisticated, multi-dimensional strategy. Today, movie marketing encompasses a diverse array of techniques, harnessing the expansive reach of digital platforms, social media, and immersive experiences to captivate audiences. This evolution is exemplified by strategic partnerships with prestigious international duty-free destinations like Mumbai Duty Free. Since 2023, major film production houses have recognised the unparalleled promotional opportunities offered by Mumbai Duty Free at the Chhatrapati Shivaji Maharaj International Airport.
Envision this: ‘Bholaa‘, the cinematic opus featuring Ajay Devgn; ‘Gaddar 2’, the eagerly awaited sequel starring Sunny Deol; ‘Dunki‘, the enigmatic thriller with Shah Rukh Khan at its helm; and ‘Fighter‘, the high-octane spectacle led by Hrithik Roshan. Each of these cinematic marvels strategically aligns itself with Mumbai Duty Free, not merely for on-ground branding but also to engage with the influx of international travellers travelling through this bustling hub.
Traditional movie marketing at theatres
In an era where conventional promotional avenues like malls, universities, and theatres maintain their relevance, these pioneers of movie marketing chart new courses by tapping into the dynamic realm of duty-free shopping. Mumbai Duty Free, with its steady influx of global travellers, emerges as an unparalleled stage for film production houses to unveil their masterpieces to a diverse, cosmopolitan audience.
Moreover, these collaborations witness the illustrious presence of notable celebrities gracing Mumbai Duty Free, infusing their star power into the promotional endeavours. The brilliance of this symbiotic relationship between cinematic creations and Mumbai Duty Free lies in its reciprocal benefits. While the films garner unprecedented exposure through on-ground branding, patrons of Mumbai Duty Free are treated to exclusive merchandise and the promise of exclusive movie experiences, fostering a mutually enriching dynamic.
Avishek Bambi Das, CEO of Mumbai Duty Free, articulates the significance of these collaborations, stating, “By venturing into partnerships with Bollywood, Mumbai Duty Free assumes a pivotal role in bridging the gap between international passengers and the world of Indian cinema. Our expansion into this captivating realm reflects our commitment to delivering unique and unparalleled experiences to our audience. Mumbai Duty Free’s status as an international hub ensures traction from a global audience, cementing our position as an ideal platform for innovative campaigns. We eagerly anticipate another year of groundbreaking partnerships with upcoming blockbuster films, further solidifying our dedication to revolutionising entertainment marketing and showcasing the best of Bollywood to audiences worldwide.”
Mumbai duty free partnering with the Bollywood film ‘Dunki’
Mumbai Duty Free serves as a very interesting platform for increasing visibility and reach for movie marketing campaigns due to its status as a global transit hub. Drawing in a multitude of travellers from diverse corners of the world, Mumbai Duty Free offers an expansive audience base for film promotions. This international influx not only amplifies the exposure of the campaign but also broadens the scope of the film itself by leveraging the bustling environment of Mumbai Duty Free, movie marketing initiatives gain significant traction and engagement, reaching individuals from varied backgrounds and regions. All of these factors combined foster greater anticipation and interest among audiences worldwide.
This trend epitomises a fundamental shift in the dynamics of movie marketing, underscoring the imperative of embracing both traditional and non-traditional promotional avenues. While traditional methods like posters, trailers, and print advertisements still hold significant sway, the emergence of innovative platforms such as Mumbai Duty Free presents new and exciting opportunities for engagement and visibility. These non-traditional avenues leverage unique environments like airport terminals to capture the attention of a diverse, global audience, offering a fresh perspective on promotional outreach. Beyond the confines of conventional spaces, Mumbai Duty Free emerges as a beacon of adaptability and resilience in the ever-evolving landscape of entertainment marketing, bridging the gap between traditional and modern promotional strategies.
Words by Anithya Balachandran.
Feature image Mumbai duty free reliving.
