Will the Vivek-Aish Bollywood mania rub off on the sales of a prominent toothpaste brand that is grappling with an extremely competitive market? Hindustan Lever’s Close Up toothpaste brand has tied up with Boney Kapoor’s forthcoming film ‘Kyon! Ho Gaya Na’ in an effort to reach out to consumers through a joint promotion. Lintertainment, part of the Lowe Group, has made the brand placement.
As part of this promo, Close Up will get to exploit branding opportunities in all the movie promotions and communications, but also showcase their latest advertising campaign before the movie commences. According to a press note, Close Up’s association with the film was very real and in line with its brand attribute of ‘imparting confidence to bring in people together’ in sync with the storyline of the film – two individuals with contrasting ideas of marriage. However, the new pair managed to attract thousands of people when they made an appearance at Mumbai’s suburban Inorbit Mall during the ‘Get Close Up with Vivek Oberoi and Aishwarya Rai’ – ‘Kyon! Ho Gaya Na’ promo held on July 19.
Debjit Rudra, Marketing Manager, Oral Care, HLL, has been quoted in an official release as saying, “Our tie-up with this movie provides us with a great opportunity to connect with the youth and movie audiences. It highlights the values of the brand by bringing alive the core proposition – ‘Kya Aap Naya Close Up Karte Hain’. We shall be jointly conducting branded promos across multiple media vehicles in a 360-degree spin.” Close Up has been recently re-launched.
Producer Boney Kapoor is upbeat about brand associations with films. “We look forward to future tie-ups with Lintertainment and hope to break new grounds in merging the film industry and the corporate sector,” he added.
“Lintertainment has brought together a legendary and popular brand like Close Up with a mega multi-starrer film. In the process, we have created a benchmark of applying a scientific approach in the brand-film association business,” said Ashish Bhasin, Director-IMAG, Lintas India. Set up in 2003, Lintertainment is a single window solution provider for all entertainment related activities. It was set up to optimise brand building principles, advertising strategies and media planning capabilities in the communication plans for entertainment products and corporate brands.