‘My Name is Khan’ that will see the pair of Shah Rukh Khan and Kajol on screen after years has managed quite a few strategic brand tie-ups. These include Century Ply, DishTV, Bharti Airtel, Reebok International, Samsonite Corp, Makemytrip.com and Kyazoonga. Reebok and Samsonite have created co-branded commercials around the movie.
After associating with another SRK-starrer ‘Billu’, Century Ply has tied up Karan Johar’s ‘My Name is Khan’, which is a joint venture between Dharma Production and Red Chillies Entertainment.
Sanjay Agarwal, Joint MD, Century Ply, explained, “The reason for tying up with ‘My Name is Khan’ is that the spirit of Rizwan Khan (played by Shah Rukh Khan) in the movie has strengthened our faith, that if you are true towards your goal, nothing can stop you from achieving it. Everything else becomes meaningless as long as there is fortitude to reach one’s destination. The same attitude has brought us to the pinnacle and has kept us there.”
Abhra Banerjee, VP – Marketing, Century Ply, added here, “The undying spirit of Khan in the movie is what appeals the most and has a strong resemblance with our brand Century Ply. The brand demonstrates the statement: Never Say Die and this is the spirit that the team lives by.”
Entertainment Media Communications (EMC) Worldwide has facilitated the tie-up of Century Ply with ‘My Name is Khan’. Maneesh Mathur, Joint MD, EMC Worldwide, said, “We at EMC are very excited about this association, because it is a perfect fit. The brand value is the strength to go on and fits perfectly with ‘My Name is Khan’. We also bought the sponsorship of the India-Bangladesh cricket series. This is the first time that a co-branded association has bought a cricket series sponsorship promoting both the film and the brand.”
Meanwhile, DishTV will have the rights to telecast exclusive interviews with the maker of the film Karan Johar and the stars, Shah Rukh Khan and Kajol, on its DTH platform. Through this tie-up, millions of DishTV subscribers would get exclusive content, including videos of behind-the-scene happenings of ‘My Name is Khan’.
As part of the tie-up, DishTV has come up with a new TVC featuring SRK, the main protagonist of the film. The DTH service provider will also run a contest, wherein participants will get a chance to meet Khan at his home, Mannat, in Mumbai. The TVC has captured all the warm and affectionate moments in the movie and is in line with the new brand identity of DishTV – ‘Ghar Aayi Zindagi.’ The 30-second film has gone on air across TV channels from February 1. DishTV will also run a month-long 360 degree integrated marketing campaign across the country to co-promote the brand and the movie.
Commenting on the exclusive tie-up with Fox Star Studios India, Salil Kapoor, COO, DishTV, said, “It’s extremely exciting to be associated with Fox Star Studios for ‘My Name is Khan’. Shah Rukh Khan is DishTV’s brand ambassador and we are delighted to promote the movie as it has a beautiful synergy with our brand positioning - ‘Ghar Aayi Zindagi’. DishTV will run a pan-India marketing campaign for which the company will spend around Rs 4 crore.”
Vivek Krishnani, Head - Marketing Distribution & Syndication, Fox Star Studios India, said, “‘My Name is Khan’ is a film that will appeal to people of all age groups. Our promotional partnership with DishTV will help us widen the reach of the film to a pan-India audience. ‘My Name is Khan’ has an incredible buzz on-ground and we are going all out to give it the best possible release, we are glad to be associated with like-minded partners like DishTV and are thrilled with their support to co-promote the film.”