Following the strategy of roping in brands in a movie for mutual promotion, Mukta Arts, one of the early users of the strategy, have lined up quite a few brands for its recently released title ‘Apna Sapna Money Money’. Some of the brands seen in the movie are Kinetic Italiano Blaze, HPCL and D’damas.
The association with Kinetic Italiano Blaze that has been conceptualised by P9 Integrated is an interesting one, given the fact that the relation extends beyond screen presence. Through this movie, which has been directed by Sangeeth Sivan, Kinetic Motor will promote its latest offering – the Kinetic Italiano Blaze, launched in India this year.
The joint initiative between Kinetic and Mukta Arts will enable bike enthusiasts across Mumbai, Pune, Goa, Hyderabad, Trivandrum, Surat, Delhi and Bangalore to test ride and participate in a slogan contest and win an opportunity to meet the star cast – Koena Mitra, Celina Jaitley and Riya Sen. The rest of the cast include Jackie Shroff, Suniel Shetty, Ritesh Deshmukh, Shreyas Talpade, Rajpal Yadav, Chunky Pandey and Anupam Kher.
Announcing the tie-up, Sulajja Firodia Motwani, MD, Kinetic Motor Company Ltd, said, “India is synonymous with Bollywood and it gives me tremendous pride to associate Kinetic Blaze with Mukta Arts. Blaze is a product desired by young men looking for a two-wheeler with power and adrenaline. The combination of Bollywood and the Blaze will result in a unique opportunity giving our male consumers a chance to meet the starlet’s of Bollywood in person.”
Kinetic will promote ‘Apna Sapna Money Money’ in print, online and electronic media through a specially designed and created TVC along with over 10,000 test rides across the country.
Meanwhile, talking about the brand associations, Sameer Joshi, Head, Marketing, Mukta Arts, said, “The movie is about youth today and Kinetic was looking for a launch pad for their new bike Italiano Blaze and the movie was perfect for that. HPCL made sense for us because it fits well with the movie story, where one of the characters owns a garage. D’damas also fits in the story given that there was diamond chase in the movie.”