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‘Dhoom 2’ rides the brand wave

‘Dhoom 2’ rides the brand wave

Author | Supriya Thanawala | Thursday, Nov 30,2006 7:49 AM

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‘Dhoom 2’ rides the brand wave

The much awaited sequel to ‘Dhoom’ boasts of not only an impressive, A-list star cast, but also some of the top brands that are seeking to ride the ‘Dhoom 2’ wave. These include brands such as Pepe Jeans, McDonalds, Coke, Sony, Speed petrol, Sugar-free and Penzoil, among others. E4M takes a look at these brand initiatives and the various promos done around the movie.

“The idea of our linking with these brands is to allow ourselves to communicate our core values,” said Tarun Tripathi, marketing spokesperson for Yash Raj Films, the makers of both the ‘Dhoom’ movies.

McDonalds has launched the ‘McDhoom Machale!’ promotional campaign, wherein the purchase of a ‘McDhoom Meal’ at any of its outlets would entitle the customer to a contest coupon and a Coke-Dhoom 2 movie poster. Customers can SMS the code MCD2 to 3366 and follow the instructions to take part in the contest.

Pepe jeans would be given away to lucky winners everyday, while one lucky winner will get to ride off on a Suzuki Zeus motorbike every week during the contest period.

Speaking on this initiative, Chetan Shah, Country Head, Pepe Jeans London, said, “Pepe Jeans is tremendously excited to be associated with the most awaited movie of the year – ‘Dhoom 2’. The incredible starcast of Hrithik Roshan, Aishwarya Rai, Abhishek Bachchan, Bipasha Basu and Uday Chopra, and the exciting and explosive content of the movie encapsulates everything that the Pepe Jeans brand stands for – young, cool, trendy, hip, fashionable and innovative. The ‘Dhoom 2’ tie-up will go a long way in enabling millions of Indian youth to connect with an aspirational jeanswear brand like Pepe.”

Sanjeev Kohli, CEO, Yash Raj Films, said, “The tie-up with Pepe Jeans gives us yet another opportunity to reach out to our viewers and to enable them to experience first hand the magic of this unique franchise and extend it beyond the movie screen and into their day-to-day lives.”

Meanwhile, Coke, as part of its association with the film, is available in special edition ‘Coca-Cola-Dhoom 2’ bottles. The bottles sport a special label with images of Coca-Cola brand ambassador Hrithik Roshan along with the rest of the cast emblazoned on it. The initiative is backed by the launch of a mega consumer engagement programme as part of which, Coke consumers can download exclusive ‘Dhoom 2’ ring tones. Also, lucky winners will get the chance to win loads of special prizes, including the complete ‘Dhoom 2’ gear as sported by the lead actors in the movie.

Venkatesh Kini, VP-Marketing, Coca-Cola India, said, “The launch of the innovative Coca-Cola-Dhoom 2 special edition bottles is all about adding excitement to the lives of Coca-Cola consumers. It is part of an integrated communication programme, backed by a range of interesting consumer engagement initiatives. The entire consumer connect programme has been designed keeping in mind the taste and aspirations of the ever growing base of Bollywood movie buffs.”

Yash Raj Films’ spokesman Tripathi pointed out that the movie was doing extremely well in theatres, and added that no further branding was required currently. However, the film, which may not need any further marketing, has nearly seven official brands supporting its success. “There has been enough hype created already. I think it is up to the audience to decide now,” Tripathi added.

Tags: e4m

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