Google and Shah Rukh Khan have partnered to launch a custom built movie channel on YouTube for the upcoming film Ra.One. Khan’s production company, Red Chillies Entertainment the producer of Ra.One, together with the YouTube team have also released a viral film as part of the promotions.
The specially designed channel (http://www.youtube.com/RaOneMovie) will also host games including the social games, digital comic and unique contests where participants get a chance to create Ra.One promos from clips, music and dialogues of the film provided in an easy to use interface and compete for the most views.
Commenting on tie-up, Rajan Anandan, managing director and vice president sales and operations, Google India, said, “In the last few years, Indian production houses have begun to embrace the YouTube platform to engage fans, distribute movies and leverage rich media ad formats to promote their movies online. With this channel we want to demonstrate how YouTube can be used creatively to connect with the highly engaged YouTube community in India and across the world.”
Shailja Gupta, digital and merchandising head, Red Chillies, said, “This initiative will break new ground in digital marketing for Bollywood films, and the ‘make your own Ra.One promo’ contest is a great example of how the channel will enhance fans’ interactive experience with the movie. Shah Rukh has promised that he will personally choose the winner from the top 10 user editor and promote it.”
On the association, Shah Rukh Khan said, “YouTube is an incredibly powerful platform to engage fans across the globe and is integral to all blockbuster movie promotions in Hollywood. For Ra.One, I wanted to leverage the full potential of digital media and create an experience on YouTube and Google+ that has never been done for any Indian film. I am very excited about the project and am personally working with the Google team to create a destination that my fans can enjoy from anywhere in the world.”
Google informed that the Ra.One movie channel is the first customised channel of its kind to be released in India for a Bollywood movie on YouTube in India. Internationally, YouTube has worked with several Hollywood productions to create customised viral campaigns, like for the ”Priest’, ‘The Expendables’, and ‘Skadoosh!! Kung Fu Panda 2’.