Brands ride the ‘Krrish’ wave as movie marketing comes of age in India

Brands ride the ‘Krrish’ wave as movie marketing comes of age in India

Author | Saiprasad Kandalkar | Friday, Jun 30,2006 7:39 AM

Brands ride the ‘Krrish’ wave as movie marketing comes of age in India

‘Krrish’, the much-awaited sequel to the blockbuster ‘Koi Mil Gaya’, has delighted movie fans and marketers alike. The Hrithik Roshan-starrer has had a tremendous opening week nearly all over India and claims to be the first Indian superhero film as well as bringing film merchandise into the market.

The Indian film industry has had its fair share of movie marketing prior to the initiatives seen by Filmkraft, the producers of ‘Krrish’. Some successful examples are those of ‘Hum Tum’, ‘Rang De Basanti’ and ‘Fanaa’.

Rakesh Roshan, the director of ‘Krrish’, said, “I am happy with the kind of interest that various brands showed on ‘Krrish’, and it was largely due to this interest that I decided to go ahead with these tie-ups.”

He further explained that while some of the partnerships had already rolled out, there were quite a few still in the pipeline. When asked about the effectiveness and impact of such initiatives on the film, Roshan said, “These make no difference to the film’s performance at the Box Office, but it does provide for more visibility and publicity, which will benefit the film.”

One player that has been associated with ‘Krrish’ from the word go is STAR India. The partnership with the movie was announced last year when it had just gone on the floor. The results were seen in STAR News getting much screen space in the movie, Hrithik Roshan making an appearance on various STAR shows like ‘Laughter Challenge Dwitiya’ on STAR One and ‘Sabse Favourite Kaun’ on STAR Gold. In addition to this, the STAR network will be holding the television premiere of ‘Krrish’.

‘Krrish’ has also joined hands with Remit2india, a global online money transfer portal, as a media partner to woo its NRI fans. Another partner is Pantaloons Retail, which will manufacture and market merchandise like dolls, masks, key-chains, watches, T-shirts and school bags. And there are more. Said Roshan, “We are in talks with D’damas and a few other brands.”

Filmkraft had successfully struck a deal with HPCL (Power), Pidilite (Acron Rangeela), ITC (John Players), and HLL (Lifebuoy). Besides these, Singapore Tourism is offering an exclusive ‘Krrish’ Singapore Tour that covers the locations where the film was shot.

Besides the marketing tie-ups, there are several in-film branding – Cadbury’s Bournvita, Frito Lays and P&G’s Tide, among others.

Looking at the larger picture, Indian current crop of filmmakers and marketers are waking up to the tremendous potential of movie marketing. Industry big wigs like Yashraj Films, K Sera Sera and UTV have been frontrunners in this. Yashraj Film’s ‘Hum Tum’ seems to have set the ball rolling for marketers in India with innovative campaigns and ventures to promote the film.

These included making of videos with international singers, appearances of the film’s actors in tele-serials, selling all kinds of paraphernalia as merchandise and even bringing out a comic strip based on the two characters ‘Hum’ and ‘Tum’.

The trend continued with Yashraj Film’s next release ‘Dhoom’, which was promoted through music videos of international singers (especially Tata Young) and appearances of the film’s stars at shows on sports channels like STAR Sports and ESPN.

The recently released ‘Fanaa’ also saw similar merchandise being sold in the market. UTV’s ‘Rang de Basanti’ tied up with Coca-Cola that saw special edition coke bottles being introduced in the market, which had logos and pictures of the film’s cast adorning them. ‘Taxi No. 9211’, produced by Ramesh Sippy Films, had co-branding tie-ups with Yamaha Motors that saw several contests being organised at several parts of the country.

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