By far the most-awaited movie of 2006, the Hrithik Roshan-starrer ‘Krrish’ has understandable garnered a lot of hype around not only its release but also around its making. The movie, which is touted as India’s first ‘superhero’ film, has another first to its credit –the practice of ‘procuring of assets’ for a Bollywood movie.
P9 Integrated, part of Percept Holdings, which was launched on October 14, 2004 to provide integrated marketing communication solutions to motion pictures and television content, has taken the lead among movie marketing agencies and has acquired the rights to market ‘Krrish’, making it the first of its kind deal in India. As per the deal, P9 has the exclusive rights to get brand associations for the movie and has clinched Rs 12 crore worth of brand associations for the film.
The brands that are associated with the movie include Hindustan Petroleum’s Power, Acron Rangeela, ITC’s John Player and a big FMCG brand.
“The quantum of this deal is so huge that the amount surpasses the media tie-ups done by the entire industry collectively in the year 2005. This is just the beginning of a big trend not only for P9 but for the entire industry as well. There are mega moneys that the brands are willing to spend on unique tie-ups like these, where a brand wants to ride on the euphoria created by a particular movie. In fact, one can compare ‘Krrish’ to the Cricket World Cup in terms of the euphoria it has generated with each passing day. So, if millions ride on cricket, then why not on a Bollywood movie?” asked Navin Shah, CEO, P9 Integrated.
What is the reason behind the big brands associating themselves with ‘Krrish’? Shah replied, “I would say it is the sheer scale and uniqueness of the content and also the fact that the film can lend itself to distinct propositions like Power, Style and Magic is what makes it so favourable.”
Shah is bullish on the way forward for the industry and said that for an equal size movie in the future, it would be no surprise to see Rs 50 crore riding on it in associative marketing tie-ups.
With plenty of talks about the media clutter, brands are willing to spend smartly, unique opportunities like in-film placement and associative marketing are now being leveraged to make the maximum impact for the brand.
Meanwhile, Rakesh Roshan’s production company Film Kraft and Pantaloons have tied up to launch a series of ‘Krrish’ merchandise, which include masks, Krrish dolls, writing instruments, key-chains, watches, T-shirts and school bags, among others.
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