P9 Integrated, an integrated marketing communications agency which provides solutions to movies, entertainment products and television content, has created brand associations for brands like Blackberry and Intex with Abhishek-Ash starrer ‘Guru’, which is launching on January 12.
Blackberry has allotted close to Rs 1 crore for the TV and print campaign around this association, while Intex has media spends of Rs 75 lakh on the TV, radio, print and retail activation (POP/POS) mediums.
Commenting on the associations, Navin Shah, CEO, P9 Integrated, said, “Blackberry is a right fit as the movie targets the audience that the brand is aimed at. Even key imageries in the movie are in the exact domain of the Blackberry brand. Intex has a lot of basic values similar to ‘Guru’, and as a result, the objective behind this association was to leverage on the movie.”
The Blackberry brand association’s main objective was to get Abhishek Bachchan to indirectly endorse Blackberry and also help the brand get a new medium as they spend mainly on print activity. The print campaign has already started while the TV campaign will be on air immediately after the release of the film. The creatives will be mainly on air on news channels, including CNN-IBN and India TV. There will be branding in all Blackberry outlets as well.
In this two-month launch campaign of Intex inverters, the tagline of every communication across mediums is ‘Intex - The Guru of Inverters’. While the TV campaign will have a mix of mass and niche channels, the radio promotion will be limited to Red FM in Kolkata and Delhi.
Incidentally, the Mani Ratnam directed ‘Guru’ is loosely based on the life of Dhirubhai Ambani.