Starcom and WorldSpace have tied up for in film promotion and marketing initiatives for the latest hit from Bollywood ‘Lage Raho Munnabhai’. WorldSpace is the integral part of the film and the brand has been scripted into the film.
Commenting on the tie-up WorldSpace Chief Marketing officer, Harshad Jain, said, “We are very happy the way WorldSpace as a brand has been used in the film. It is a more strategic way of positioning WorldSpace. The similarity between ‘Lage Raho Munnabhai’ and the product is that both are meant for everyone. It’s a social kind of film. WorldSpace Radio has complete sections that are meant for all kinds of listeners like spiritual, devotional, funky, pop songs, etc.”
He further said, “Starcom has done an excellent job by roping us in when the script was being made. To further leverage the brand, we are doing on-ground promotions about the entire concept of WorldSpace. We ran a promotion engaging the consumers on the Jhankaar channel in WorldSpace.”
Incidentally, Munnabhai’s love interest in the film, Jahnvi (played by Vidya Balan), is an RJ with Radio Jhankaar and her effervescent “Good Morrrrning Mumbai” captures the lovable goon’s heart.
“These are exciting times for us as the media and entertainment business is booming. Life has moved beyond banner advertising. We are moving towards experiential marketing that offers people a chance to touch feel and experience the product. We had targeted the Onam festivities in Kerala. We are setting up experience zones in major puja pandals in different parts of India like Delhi and Kolkata during the forthcoming Durga Puja season. We will be running promotions, contests. Our focus now is to let the consumer interact with the brand. Till the end of October we will be doing promotions around the 360-degree approach, including print, TVC, radio, etc.,” Jain added.
Starcom General Manager, Entertainment & IP, Pranay Anthwal, said, “We will doing more tie-ups in future for our client WorldSpace.”