Last week, over 2.5 lakh DVDs and VCDs (Lagaan and Chale Chalo, a documentary on the making of Lagaan combined) were sold, making it the highest selling DVD in India even ahead of Sholay.
Lagaan entered the market with 1 lakh DVDs and 1.5 lakh VCDs. Says Aamir Khan, actor and the producer of the film, We personally addressed the retailers and wholesalers to garner feedback on our products plans.
He further adds, We also organised a screening of Chale Chalo. The DVD collection is extensively planned with an anniversary edition 3-disc DVD box.
The box with DVDs of Lagaan and Chale Chalo is packed with movie memorabilia like a caricature of the Lagaan team, a 35 mm cinemascope filmstrip from the actual movie print, collectible cards and a copper coin embedded in a card with a message from Aamir Khan.
While the limited edition box set is priced at Rs 1,999, the regular DVD and VCD priced at Rs 399 and Rs 199 respectively.
Marketing plans for the DVD included contests like a dinner date contest with Aamir Khan, autographed bats from the Lagaan team, free Chale Chalo DVDs and books and a blog, www.lagaandvd.com where fans could interact with Aamir Khan directly. There was also an indoor cricket match with Aamir Khan and his team playing against eleven lucky consumers.
According to a FICCI-PwC report, there will be 70 million households with a DVD player by 2010 and industry players are set to tap this market.