How barfi managed to keep BUZZ alive

Barfi! managed to generate good online buzz, thanks to the combined efforts of the lead actors, Ranbir Kapoor and Priyana Chopra. Barfi! search activity has peaked at the right time and with early positive reviews, expected to get a good opening weekend.

Anurag Basu's new movie, Barfi! has generated a lot of hype in the last few weeks with a unique story line about a deaf & mute boy and an autistic girl played by Ranbir Kapoor and Priyanka Chopra respectively. Here, we try to look at the buzz created around the movie, leading upto its release date on Sept 14, 2012. We analyze the search trend and also try to link it to the news items in the 2 weeks prior to release, which is the most critical period for movie promotion. The news items are mostly related to movie related promotional activities in different media platforms (like TV, Radio, Web) and offline 'meet and greet' activities at malls, public places as well as interviews given by the stars of the movie and some times, the director too! Of course, controversy also finds its way for every Bollywood release, and as they say, any publicity is good publicity. As movies get 360 degree media coverage, coverage in all media (Print / TV / Radio / Web / ...) lead to increased curiosity / interest levels about the movie and result in a corresponding increase in search related to the movie and the main stars.


The first spurt in search activity on Barfi! happened on Sep 1-2, 2012, with the launch of 'The Flavor of Barfi!' application on YouTube (Aug 31) and the launch of the song, 'Kyon' (Sep 1). YouTube, being an online powerhouse, there is no doubt, that this association led to a jump in Barfi related search. Music plays a very important role and the release of the song, 'Kyon' beautifully rendered by Papon and Sunidhi Chauhan to Pritam's music also contributed to increased Barfi! buzz on Sep 1-2.

After the initial jump in search activity, it dropped for a few days, before gaining momentum again on Sep 8-9, 2012 (Weekend). In between, Ranbir, Priyanka and Ileana did the rounds of sets of different serials like 'Tarak Mehta Ka Ulta Chasma' on Sony SAB and sets of reality shows like Indian Idol on Sony, Dance Ke Superstars on Zee. Most of these programs were telecast during the weekend, which also contributed to the corresponding online buzz. Ranbir also kept himself in the news with his denial of quitting Abhinav Kashyap's Besharam in interviews. Priyanka was in the news for being feted by the Mayor of Bareilly. Did you know before, that she is from Bareilly and the place also has a Mayor!

Finally, as we said, a little bit of controversy prior to the movie release doesn't harm anyone. So, the controversy related to Murphy suing Barfi! producers definitely worked its magic on Sep 11-13 and of course, Ranbir and Priyanka visiting the sets of Jhalak Dikhla Ja and reviews coming in early on Sep 13, led to Barfi! conquering new heights.

A quick comparison of search related to the stars of the movie show, that Priyanka maintained a healthy lead over Ranbir throughout the period under consideration. However, this is not a seasonal trend. Historically, search related to Priyanka is more than Ranbir. Being a beautiful actress does have its perks! Of course, news about the impending launch of her single at NFL and her new found friendship with Salman Khan, helped her increase the gap with Ranbir in the last few days. The peaks of search activity for Ranbir and Priyanka matched the peaks of the movie, as they were both actively involved in the promotional activities for Barfi!


When we compare search activities for Raaz 3 (Release: Sep 7, 2012), Barfi! (Release: Sep 14, 2012) and Heroine (Release: Sep 21, 2012), we find, till Sep 1, Barfi! and Raaz 3 were mostly lagging behind Heroine. Only in the days prior to its release, did buzz on Raaz 3 break out from Barfi! and Heroine leading to a jump in searches in the Sep 5-8, 2012 period and later gradually declining. Barfi has maintained a lead over Heroine since Sep 1 and the gap has been widening post Sep 10.


Kareena maintains a clear and healthy lead in search over both Priyanka Chopra (who comes next) and Bipasha Basu. Bipasha only managed to reduce the gap with Priyanka and Kareena for a short period of Sep 5-9, around the release date of Raaz 3. Priyanka has managed a steeper increase in the last few days leading to the release of Barfi!


A quick glance at the top states from which search is being generated reveal, that Barfi!, Ranbir and Priyanka have been able to work their magic on most of the big states in the North, West and East region of the country. However, Punjab is not in the top states for Barfi! Similarly, Maharashtra is not in the top states for Priyanka Chopra. Maybe, she has to do more groundwork in her adopted state? Assam and Bihar don't feature in the top states for Ranbir, though there is a surprise in form of Andhra Pradesh bringing up the rear in his list. Without doubt, Barfi! is expected to do good business in the states, where all 3 are on top.

Overall, Barfi! has managed to create sufficient buzz in all media, including the Web and with all round support from all the leading actors, the marketing team have all reasons to feel happy about their efforts. The outcome in terms of the first weekend Box Office numbers will be out soon.


Source: Pritam Roy, gomolo.com