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Harry Potter rides clean off with no brand association

09-July-2007
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Harry Potter rides clean off with no brand association

‘Harry Potter and the Order of Phoenix’, the much-awaited fifth instalment from Warner Bros, has spurred an unprecedented amount of buzz in the country with partnerships and tie-ups. However, the fifth series of Harry Potter rides off clean with out any brand associations.

Though without any brands associated, the movie does have an entire gamut of channels, like Pogo and HBO networks, that are promoting the movie. Media players like Fever 104 FM and Times Now have joined the fray, as also website like AOL India and print media Hindustan Times.

On the reasons of not being associated with any brands, Sanjay Narayanan, Marketing Manager, Warner Bros., said, “We will not be associating with any brands for ‘Harry Potter and the Order of Phoenix’ as per the film’s global marketing guidelines.”

On its promotional activities, Narayanan explained that they will focus their promotions on media partnerships, as there are no brand associations for the movie. He informed that AOL India has introduced a special microsite for the film’s promotion.

In the run-up to the much-awaited release, Pogo and HBO will showcase a special sneak peek into the making of the film. Pogo will showcase special episodes in two parts on July 7 and July 14 at 7 pm. The channel also has the rights for special interviews with members of the cast, movie footages, and the London red carpet special. Further to engage the viewers, Rob, the host of M.A.D. (Music, Art and Dance), will catch up with the three stars of the movie -- Daniel Radcliffe, Emma Watson and Rupert Grint -- on-air from London.

Monica Tata, Vice President-Advertising Sales and Networks, India and South Asia, Turner International India Pvt. Ltd, said, “It makes us proud that Pogo is the kids’ channel who has access to this exclusive footage. With the Harry Potter film series enjoying an iconic status among kids globally, we are happy that Indian kids and families will be able to experience this magic on Pogo.”

HBO celebrated the Potter mania with ‘Harry Potter Marathon’ with the earlier three Harry Potter movies -- ‘Harry Potter and the Sorcerer’s Stone’, ‘Harry Potter and the Chamber of Secrets’, and ‘Harry Potter and the Prisoner of Azkaban’, back-to-back from 10 am to 7 pm on July 8. The marathon concludes with a sneak peek into the making of ‘Harry Potter and the Order of the Phoenix’.

Where we see that the movie has not acquired any brand association to create buzz except for its media tie-ups, it is however understood that brands are creating a buzz for the movie, and not the other way round with the film creating a buzz for the brands. A very good example of this is the way Crossword bookstore has created various activities surrounding the film, thus explaining the buzz created by the brand. The bookstore has already lined up a host of exciting activities at all its stores across India to celebrate the launch of the final book in the Harry Potter series, ‘Harry Potter and the Deathly Hallows’.

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