Mindshare from the GroupM umbrella recently innovatively leveraged Marathi cinema for brand engagement with consumers with its partnership with the film Guru.
The film is a one-of-a-kind content partnership between United Spirits’ Bagpiper Soda and Eros International. Through this unique association, Bagpiper Soda is an integrated partner across the film’s content, promotions and performance.
This is the first time in the Indian context that a brand has been integrated with the movie plotline and been fully involved in every phase of the film right from conceptualisation to promotion instead of ‘in-your-face’ approach to brand placements and brand promotion.
Debashish Shyam, Sr. VP, Business & Development, United Spirits said, “Maharashtra is one of our biggest markets in the country and associating with this film was a powerful way to engage with our target audience. We have used an innovative approach to associate Bagpiper with the film by making it part of the narrative instead of sporadic placements. Our association with the film has been from the initial stage and this approach is bound to become a popular trend in the time to come.”
Prasanth Kumar, CEO, South Asia, Mindshare, says, “This is the first time that a brand has been associated with a movie right from the concept to the script and finally till the production stage. Mindshare has been able to leverage the strong points of the partners involved in the making of this film. We wanted to reach the consumers using the powerful medium of cinema, and that too in a subtle way keeping the brand philosophy of the film partners in mind. As far as the association with regional cinema is concerned, this medium is no less powerful than Bollywood or even customised Hollywood films. We know the power and popularity of cinema and cricket in this country, though cinema is a longer format, it presents a wonderful opportunity to engage with the consumers in an effective way.”
The film is directed by Sanjay Jadhav and produced by Sunil Lulla, Deepak Pandurang Rane and Bagpiper Soda.