Delhi Belly is full of expletives, potty jokes and a whacky plot with few fine performances.
There is no ‘Delhi’ in Delhi Belly except for a fried chicken from a roadside vendor which inflicts one of the lead characters with the world famous Delhi Belly.
The producer Aamir Khan said, the film is an Adult comedy. If profanities make a film adult then I guess it is one.
But apart from abusive language, there is nothing much adult about it. And, certainly not much Delhi. The storyline though bit novel (by Bollywood’s standard) is not something that we have not seen in last few years.
So what is the reason behind the success of Delhi Belly? What can we learn and apply from to marketing especially internet marketing.
1) Pedigree: Delhi Belly’s is backed by Aamir Khan, who is probably the biggest star in Bollywood right now. Anything form his production house automatically garners eye balls and whips frenzied media hype.
From internet marketing’s perspective, what you can learn is that, if you have a name in your industry, cash on it. If you have been successful with your earlier products and ventures then while launching a product, remind your audience/niche about your previous success.
If you are newbie then you can contact internet marketing gurus and get them to back or endorse your product.
2) Publicity Blitz: Delhi Belly was releasing on the same date as ‘Buddha Hoga Tera Baap’. Aamir Khan is a master at managing media. In his last few films he has courted media like never before. For this film also, he ensured that the film got as much attention from media as possible. He certainly succeeded.
If you are also launching your site or product, then your only chance is all out promotion. Whatever industry you are in, chances are that it is already overcrowded with thousands of similar websites. If you are thinking about succeeding on the strength of your product or services then you can be in for a long haul. While promoting your website, explore & exploit every avenue. Blogs, article directories, web directories, press releases, book marking. Offer guest posts on other blogs related to your industry. Be proactive and regular about it. Article directories are a great way to get traffic and also search rankings. You can hire a SEO company to do your promotion or do it yourself if you have time and expertise. These tactics are low cost and highly effective. Get the word out about your website/product.
3) Controversial: ‘Delhi Belly’ courted many controversies. From the lyrics of a song to jokes on a popular car brand to expletives – everything in this film was intended to raise eyebrows. And it served producer’s purpose also.
Similarly, if you want to get instant publicity for a not-so- stellar website/product/services then be controversial. Take potshots at rivals, call names to industry leaders, align yourself with a camp and be open about it. Anything to stir the pot and get attention. Be careful with this approach because it can backfire magnificently.
4) Exclusivity: ‘Delhi Belly’ asked for an adult rating certificate from the Indian censor board and got it. The producers publicized the fact that this movie had adult content and hence was unsuitable for viewing with family. This tactic made people more curious about it. Since people under 18 were not allowed to watch this movie, this raised inquisitiveness even more. This contributed to more people coming to theatres just to see what the heck is there in this film.
When people are prohibited/forbidden from doing something, they are more tempted to do it. Make your launch only available to only certain people. Only invite certain people to test your product or even better openly proclaim that this product is only for certain kind of people. You can do it by releasing it to only certain niche or by your pricing strategy. Make people curious. Make them want to join your network. If you can do so then your chances of success improves tremendously.
Watch DK BOSE from Delhi Belly
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