Branded entertainment has picked up in a big way in the country, with specialised agencies dedicatedly working on associating brands with films. Almost every brand is joining this bandwagon and milking the cash cow – Bollywood films. The latest in line is the multi-starrer Salaam-E-Ishq, which also boasts of a multi-brand association. Brands like ESPN, Zee TV, ICI Dulux and Ira Diamond have already joined hands with the film through agencies like P9 Integrated and Mates.
While P9 Integrated has associated brands such as ESPN, Zee TV, ICI-Dulux Inspira and Yatra.com, Mates has partnered with Ira Diamond for an in-film product placement (IPP) as well done its associate marketing.
Speaking on Ira’s association with the movie, Darshana Bhalla, CEO, Mates, said, “Ira came on because of the starcast and the right fit. There are scenes in the movie which showcases the essence of the brand and as a result, the brand has been seamlessly placed in the movie.”
Revealing more on the branding, Bhalla said, “We have also created a TVC which revolves around the movie and have sort-of given a 360-degree approach to the association. Moreover, Ira has also released a coffee table book which showcases the making of the movie along with notes from filmmaker Nikhil Advani himself.”
Talking about the film’s association with other brands, Navin Shah, CEO, P9 Integrated, said, “For ‘Salaam-E-Ishq’, we have an exclusive arrangement with the producers, by which all the associate marketing of the film will be routed through us. Through these associations, the movie has generated around Rs 15-17 crore of publicity.”
For this movie, P9 has partnered with television channels like ESPN and Zee for promoting their shows as well as with ICI Dulux and Yatra.com.