Created by Channel [v], ‘Quick Gun Murugun’ has attained matinee status with its big screen release on August 28, 2009, after Fox Star Studios India acquired the entire rights for the film. ‘Quick Gun Murugun’ has taken the 360 degree route for marketing, with the digital space being used in a big way. The digital campaign, which was launched two weeks back, it is said to continue as long as it can.

The target audience for the digital campaign is the 14-28 age group. Quick Gun Murugun is largely recognised for his earlier avatar on Channel [v], nevertheless, the core target audience is the youth as they are seen to be the ones who like something new and innovative and ‘whacky’.

Vivek Krishnani, Head of Distribution, Marketing and Syndication, Fox Star Studios India Pvt Ltd, said, “We recognise that digital media plays an important role and thereby are looking consciously at ways and means of being present in the digital space, because there is a huge audience out there who are digital natives that has to be reached.”

He further said, “Quick Gun Murugun as a character blends itself to doing something out of the box, doing something innovative, and that’s the kind of thought seen behind these digital initiatives. The types of users on the Internet are the ones who are also early adopters of innovation.”

Ignitee Digital Solutions Pvt Ltd, one of India’s leading digital marketing companies, last week announced a strategic partnership with Fox Star Studios India for the phase two promotion of the film ‘Quick Gun Murugun’ on various social media platforms. Ignitee is said to be leveraging the movie on social media platforms like Facebook, Twitter, YouTube and Bindass.com. Fans are said to be participating in discussions with the characters of the movie and also in various contests. Apart from Facebook, movie clips are being promoted on YouTube.

Indiagames, one of India’s largest gaming companies and a pioneer in mobile and online games space, has also announced the launch of Quick Gun Murugun game.

“We have also tied up with Zapak for creating Quick Gun Murugun games in the online space. We have partnered with Indiagames for mobile games as well. After our first phase, we wanted to take the film to the next level and give it the added leverage and help grow the numbers. So, our first phase was mainly about using Facebook, Twitter and also creating online story books and virals,” Krishnani said.

This apart, caller tunes, SMS alerts, etc., have also been created around the character. The response to these campaigns are said to have been good, and the next phase of marketing will focus on merchandising.