Ghajini breaks convention, even on the Web

By Bollywood Hungama News Network

This year's best kept secret just upped the suspense quotient on the web! The makers of Ghajini are capitalizing the potential of the web along with Hungama to create maximum visibility for the film. Hungama, the largest aggregator, developer and publisher of Indian entertainment content globally, has created a innovative website www.rememberghajini.com. However, in addition to this website are the two virals: www.findghajini.com and www.wallofsuspects.com that grip the user and give him an experience like the movie, over the Internet.

The official website of the movie is one of a kind. For the first time, a movie website does not talk about the movie. That's right! The website maintains the suspense of this movie and does not provide a synopsis, while keeping the user engaged in a multitude of videos and images. What even further differentiates the website is that true to the theme of the film, the website refreshes itself every fifteen minutes. No matter which section the user is accessing, every fifteen minutes you are driven back to the homepage. To support it, there is a timer that runs at the bottom of each page.

The producers of Ghajini and Hungama believe this initiative has all the elements that will attract the online audiences to the theatres. Exclusive videos of Aamir Khan have been shot and used for the viral www.findghajini.com. In this viral application, the user plays the role of Sanjay Singhania (character played by Aamir Khan) and tries to find 'Ghajini' through the clues provided. After the user finds a clue, he/ she is given a hint about where one might find the next one. After one finds all the clues, the user needs to dial a phone number on which one can hear Aamir Khan talking to them.

Commenting on the new route explored for Ghajini, Madhu Mantena, producer of Ghajini says, "Ghajini is a film with tremendous potential, and therefore we felt we owed it to the film to invest time and creativity in the marketing program. We strongly believe in giving each and every film the maximum attention possible to create a space in the audience's minds that merely does not create awareness but instead goes a step further to ensure a 'buy-in' to the film by creating a sense of anticipation and excitement. To achieve this thrust, promoting the movie online was extremely important. And it is for all to see that the website has fabulously brought forth the interesting elements of the film, giving viewers a complete experience of the film without revealing the plot and simultaneously engaging the viewer."

Hungama has integrated elements in all the three initiatives. In the viral www.wallofsuspects.com, users can upload their own photograph or that of their friends, much like the Aamir Khan's wall of suspects in the film. Once they have done so, they receive a code which is required to view the entire wall of suspects. What does this wall have? Find out yourself at www.rememberghajini.com.

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