Movies and cricket are probably the two biggest moneyspinners in the country with crores of rupees being spent each year on them. With brands looking for fresher medium to create an impact on their TGs, in-film product placements and brand associations are being used regularly.
UTV’s new film, ‘Hattrick’ has roped in two brands, Reebok and FedEx, for product placements. Speaking about the associations, Siddharth Roy Kapur, Senior VP, Marketing & Communications, UTV, said, “Hattrick is a simple story about individuals committed to achieving their goals and their ultimate victory over adversities. We are very happy to associate with FedEx and Reebok.”
BroadMind Entertainment, the agency behind Reebok’s placement in the movie, believes that Reebok’s association with it, which is the story of ‘accepting your true self’ brought out through the theme of ‘cricket’.
“It is in our line of strategy to have a strategic fit for our brands. This is one of the good examples for the same, as it has a strategic fit with the movie,” said Rajeev Berry, GM, Content and Entertainment, Broadmind.
Moreover, Mahendra Singh Dhoni, who endorses Reebok, is intrinsically weaved in the storyline, making the Reebok placement a natural and phenomenal fit.