If there is any brand that is as big as the IPL this season, it is the mega film Bahubali 2: The Conclusion. The movie, which is set to hit theatres across India in two weeks - April 28, is tying up with multiple brands across categories to amp up the marketing campaign for the movie.
The Bahubali phenomenon is already evident from the reception the movie’s trailer and the pre-launch event received on YouTube and also on TV. The Telugu trailer of the movie has garnered more than 42 million views on YouTube while the Hindi trailer has garnered nearly 45 million views on YouTube in the last four weeks. Overall, the trailer for the movie set a record by registering more than 100 million views on YouTube. The telecast of the pre-release event of ‘Bahubali 2 – The Conclusion’ was even responsible for alone improving the ratings of a couple of Telugu channels on March 26 (Sunday), compared to their previous four week averages.
The prequel to the movie, Bahubali - The Beginning, which was released in 2015, collected nearly Rs 1 billion in the first weekend in India. Clearly, the Bahubali movie franchise has become a formidable force to reckon with and it is not surprising that brands across categories are tying up with the upcoming second part of the film this season.
Britannia Milk Bikis has associated itself with the movie for the first time this year. As part of the campaign, “around 150 million Tiger and Milk Bikis packs will be co-branded with Bahubali merchandise. Tiger will be focusing on a pan-India approach with attractive merchandise and Bahubali - The Conclusion tattoos gifted along with the product pack,” said Ali Harris Shere, VP, Marketing, Britannia Industries Limited. In the past, Britannia has associated with Kungfu Panda (Britannia cakes), Tamil film Pasanga 2 (Milk Bikis), Ice Age (Milk Bikis and Cheese).
Even McDonalds, the fast food chain, is associating with the movie for the first time. “Given the huge fan following the first movie enjoyed, we are very delighted to be associated with Bahubali 2 - touted to be this year’s biggest and most awaited film,” said Kedar Teny, Director – Marketing McDonalds India (West & South).
McDonalds has launched its association with Bahubali with its Maharaja Mac Meal and Maharaja Mac Junior. “Customers will wins assured prizes with a Maharaja Mac meal - exclusive meet and greet with the stars, special movie screening, Bahubali inspired designer merchandise, movie tickets and Bollywoo.ooo vouchers.” The fast food chain has previously associated itself with global movies such as Smurfs, Kung Fu Panda and Minions, and Indian movies Ra.One and Agneepath.
Speaking about the marketing budget for the Bahubali brand association Shere said both brands are putting significant investments behind promoting the association. He added that this association will be the primary media plan for both Britannia brands this quarter.
South India Focus
Despite being a movie with universal appeal, given the reception the earlier movie received, the marketing efforts by brands seem restricted to south India.
Britannia will be conducting contests on social media and is creating co-branded TVCs for Tiger and Milk Bikis that will feature Prabhas, the lead actor from the movie. “Britannia is focusing on a pan-India marketing approach for Tiger while for Milk Bikis the focus is on South India - AP/Telangana, Karnataka, Tamil Nadu, and Pondicherry,” Shere said. For on ground activations the FMCG company is mostly aiming at cities in AP/Telangana - Hyderabad, Vizag, and Vijaywada. The south India focus is very prominent in the marketing plans of both Britannia and McDonalds. The on-ground activities for McDonalds are going to be central to Hyderabad. “Bahubali’s mass appeal helps us reach out to our target audience across the West and South of India,” said Teny.
Bahubali 2 - The Conclusion has also associated with Fueladream – a crowdfunding platform that raises funds for the Make-A-Wish Foundation, and Nestle Munch.
Our typical marketing budget is usually 10 per cent of the topline spend
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