Ra.

One budget
Promotions
the producers of Ra.One set a record marketing budget of around 52 crore (US$9.88 million), of which 15 crore (US$2.85 million) was used for online promotion, making it the highest ever for a Bollywood film.[58][59] in addition to YouTube, Khan announced that the film would also subsidize through major brand ties-up worth over 52 crore (US$9.88 million),[52][59] some of which included theFormula One races, Nokia, Godrej Consumer Products, Coca-Cola,HCL, [65] Horlicks, HomeShop18[66] and multiple live chats conducted on Google Plus for which Khan became the first Indian film personality to utilize.

Video games
in July, Red Chillies Entertainment declared a tie-up with Sony Computer Entertainment Europe(SCEE) to build a full cycle game of the film on PlayStation. SCEE has invested around 4.5 crore (US$0.86 million) to license the Ra.One IP and an additional 3 crore (US$570,000) in the marketing and promotions of the game, which includes offline promotions and television advertisements of nearly 250 ad spots.[74] At the time of its launch, 21,000 game consoles were sold and 100,000 units are expected to be sold across India alone.[74] On October 14, a gaming tournament titled "The Ra.One Nvidia GeForce lan" was held in Mumbai. The event, which hosted over 1000 gamers competing against each other, featured several popular games such as FIFA, Counter-Strike and Call of Duty, and was telecast live on YouTube, showcasing digital innovation by means of live interactive contests, puzzles etc.[75] In addition to launching the video game, Red Chillies also collaborated with UTV Indiagames to design a social game based on the film named the Ra.One Genesis.[76] The game reached the No. 1 position on the iTunes store within 24 hours of its launch, becoming the first ever Bollywood movie app to be top-featured on iPhone and iPad.[77] It also became the most downloaded game in India, Sri Lanka, Pakistanand Malaysia within 24 hours of being launched.
[78]

An investment of around 4.5 crore (US$0.86 million), the storyline of the game is not borrowed from or similar to that of the movie though it is based on the character of G.One. The game was launched across platforms like mobiles, tablet PCs, the direct-to-home platform and social networking sites like Facebook.[76] According to the company's digital and new media head Shailja Gupta, the idea behind the digital marketing is to create a franchisee for Ra.One. She explained, "Social gaming is just one part of the digit marketing strategy. The unique part of the social game is the integration of merchandise and gaming."[76]

Merchandise and comics

As a way to promote the film and increase its franchising business, Shahrukh Khan tied up with Seventymm to market a variety of merchandises related to the film.[79] Products included original G.One tee shirts, coffee mugs, wrist bands, watches, mobile pouches, video cameras, as well as many other things. Similar products were also available for purchase on the official G.One online store, which was launched alongside the film's official website.[80] 90% of the 400,000 stationery items and toys were sold in 15 days and an additional 100,000 were ordered. The makers spent 1.5 crore (US$285,000) on the mold for the G.One action figure. [78] In addition to this, a jewellery line inspired by the symbol of "Ra.One",[58] as well as a series of HCL laptops with customized integrated Ra.One skin[65] were also made available to the public. Moreover, Red Chillies Entertainment collaborated with UTV Indiagames to develop digital comics based on the film's characters. Written by Khan, the comic featured weekly episodes and served as a prequel to the events happening in the movie.[8]