Godrej Interio, the range of office and kitchen furniture solutions provider from the Godrej & Boyce Group, and deodorant brand Spinz from Cavin Kare are some of the associations that have been formed for Yash Raj Film’s recent production ‘Jhoom Barabar Jhoom’.
The strategy and implementation for the two brands was conceptualised, planned and executed by cinema and mall activation service provider P9 Integrated Cinema Activation. The brands have used various on-screen, off-screen and ground-level promotional activities in association with the film: through sampling in multiplex restrooms, interactive dance sessions with the audience in the theatre, posters at the multiplexes and commercials between the films.
Godrej Interio has associated with a Bollywood venture for the first time, earlier having dealt with traditional media for communication. “Jhoom Barabar Jhoom is an ideal platform for us to connect with the audience. The film is expected to be a blockbuster this year, and as usual, will have maximum number of viewers,” said an official communiqué from Godrej Interio.
The brand is conducting on-screen activity for two weeks in leading metros across the country. They will also showcase the Godrej TVC commercial in theatres, displaying the advertisement of the company and its products with its features, advantages and benefits. They are also conducting on-ground activity, where the TVC will be brought to life through multiplexes in Mumbai like Fame Adlabs and IMAX.
Godrej will depict a kitchen and office set-up at the foyers of the multiplexes, a replica of the furniture sets showcased in the TVC. A wall set-up will display pictures of an old kitchen and office set-up.
Before the movie begins, the promoters will also interact with patrons and invite them to come and draw graffiti on these pictures. They will demonstrate various aspects of the furniture.
On the other hand, Spinz has conceptualised on-ground activity with the film in order to promote the two new fragrances that they have recently brought into the market, called ‘Hip-Hop’ and ‘Salsa’.
A kiosk has been created with a couple dancing to the film’s background music on a platform. People will be encouraged to join them, and gift hampers will be given away to those who match their steps best. Simultaneously, there will also be an opportunity to sample Spinz in the restrooms of the multiplex. With the film being high on the dance quotient, Spinz has also revolved its promotional activities on the same theme of dancing.
“The set-up will give a chance to the audience to interact with the brand and will also carry out the fun factor associated with Spinz. This unique activity is conceptualised to bring about a connection for today’s young women,” said an official communiqué from Spinz.