This year has seen several brands exploiting the film medium for greater visibility. The latest movie to attract brand associations is Aamir Khan Productions’ soon-to-be-released ‘Taare Zameen Par’. With the message, ‘Every child is special’, the movie strongly advocates to have a pure fit rather than having a force fit, explained Nabeel Abbas, CEO, Epigram, who is associated with the production house for film promotion and advertising.
The movie will see promoting itself with a special appearance of Aamir Khan in Zee TV’s ‘Sa Re Ga Ma Pa L'il Champs’. On similar lines, Zee Cinema has announced a creative painting contest for children called ‘Meri Duniya’ as part of its association with Khan’s directorial debut. The contest, which kicked off on December 3, is aimed at celebrating the essence of being a child, and invites kids to translate their innocent imagination and make paintings that depict their beautiful world.
The ‘Meri Duniya’ contest will also be conducted in selected orphanages engaging the children therein. These children from orphanages will get a chance to interact with Khan on the sets of Zee Cinema, and the same would be telecast on December 20 at 8.30 pm on Zee Cinema.
Speaking on the alliance, Mohan Gopinath, Business Head, Zee Cinema, said, “Aamir Khan makes a film after long intervals, and every film release of his is the most anticipated event around. Zee Cinema is proud to associate with Aamir Khan and his directorial debut, ‘Taare Zameen Par’. And we are certain that the ‘Meri Duniya’ contest will be an ideal platform for children to connect with the film.”
Another initiative is ‘Destination NASA’ that kickstarted on November 28 across 13 cities. Khan inaugurated this search for India’s smartest children, and the top 10 winners, each along with a parent and a teacher, would win a chane to visit NASA and have a special one-on-one meeting with Khan. The other 120 runners-up would be given gifts ranging from computers to iPods. 24x7guru.com and Radio Mirchi have joined hands with Khan’s latest movie to organise ‘Destination NASA’.
Speaking on its brand-fit and the importance of these tie-ups, Abbas commented, “There are two types of brand-fits – one which is forced upon, while one which is in a pure form that blends with the ideology of the film. Here, Aamir believes in a pure brand-fit rather being a forced one, as the movie idea deals with multiple intelligence, and supporting and loving every child. A brand association and media tie-ups are both equally important for brands and as well for the movie. It helps in gaining visibility for brands and the movie communication under normal circumstances.”
The film has also signed up with MSN and Movietalkies.com for its online promotions, while Channel [v] has been signed in as music partner. Under the print category, the movie will see its promotion on Mid-Day.