Bollywood's growing acceptance and connect with youth is gathering further pace. Just showcasing brands as part of in-film placements is now passe. Advertisers and movie-makers are now aligning themselves to push together their brands to cut through the clutter in consumers' minds, and create a more lasting impact.
Taking the synergy between the two further, the main protagonist or hero of a movie will feature in an advertising campaign, endorsing a particular brand, sporting the same look or gear as in the movie itself. The net impact being, the consumer not only gets the message of brand, but is also reminded about the movie.
Encouraged by the success of this year's block-buster Rang De Basanti's association with Coke, the soft drink major is now launching a advertising campaign 'Coke Uthale, Dhoom Machale,' where bollywood star Hrithik Roshan will be endorsing the brand, sporting the same gear as he has done in the movie Dhoom II. In fact, the Hrithik advertisement has been shot by Sanjay Gadhvi, the director of Dhoom II.
"The synergy between movies and brands is being exploited with this trend which has cropped up. The brand Coke which stands for vibrancy and optimism, blends very well with the soon to be released movie Dhoom II, which has the same essence, and thus will have lot of youth connect," says Anirban Sen creative director, McCann Erickson, who has conceptualised the ad.
The advertising campaigns of brands may differ, with the brand and protagonist being featured along with shots of the movie as in the recently released 'Don and Garnier ad with Bollywood star Kareena Kapoor. Or, Mentos and the movie 'Jaaneman'.
"This trend is expected to continue big time. It is a clear symptom of the movie-maker becoming more market savvy, while the advertiser is exploring innovative strategies, in order to create an impact in a consumers mind which was getting cluttered, says Sanjeev Bhargava, CEO (Delhi) of advertising firm FCB Ulka.
For brand managers, it gives them a clutter-breaking opportunity to look beyond just putting an advertisement on television.
For the film maker, through the right association with the brand not only gives them yet another revenue stream but also provides them with a great opportunity to market their film both through above and below the line communication channels.
Such a symbiotic association thus presents a win-win situation for both. From a branding perspective it ensures a perfect brand fit between the movie and the brand being associated with the movie, and a symbiotic benefit for the brand manager and the film maker, according to industry experts.