The experiential marketing division from the Dentsu Aegis Network, psLive, has facilitated a marketing tie-up of the tea brand Parivar with Nishikant Kamat’s latest film, Drishyam.
In a bid to exploit the growing trend of brands associating with film releases, psLive assisted Sapat International to associate its tea brand, Parivar with the new movie as they find the positioning of both the brand and the film to exhibit a seamless fit.
As part of the tie-up, Sapat International has created a co-branded television commercial with Drishyam, in an attempt to capitalise on this psLive-helmed partnership.
Dr Nikhil Joshi, Group Managing Director, Sapat International stated, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLive, we knew instantly that the integration could not be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”
To leverage the integration amongst maximum audience, the brand is promoting the movie through the co-branded TVC in addition to a print and outdoor campaign.
Commenting on the association, Rudrarup Datta, VP – Marketing, Viacom18 Motion Pictures said, “Drishyam introduces a brand new genre in the Indian film industry as a ‘family thriller’. The film is based on the tangled lives of two families and reaches out to the same target audience that Parivar tea reaches out to. This was therefore a natural association and we are delighted with this alliance.”
Sidharth Ghosh, Vice President, psLive went on to say, “Drishyam seemed to be a perfect fit for the tea brand Parivar as both seamlessly blend with each other. This association will increase the brand recall. At psLive, we are extremely delighted having initiated this integration.”