While the global economic slowdown has kept every industry on its toes, for the entertainment industry, the slowdown has rather been a boom with brands like Century Plyboards and Tupperware now looking at associating with films. This has created better opportunities and returns for the brands as well. Century Plyboards and Tupperware have partnered with Priyadarshan-directed film ‘Billu Barber’, and between the two the film has got Rs 2 crore for visibility.
This is probably the first time when a Bollywood film has formed an association with the plywood industry. The brands mostly seen on the big screen so far have been cola brands like Coca-Cola or Mountain Dew or mobile phone brands like Nokia.
Pritie Jadhav, Head – Branding, P9 Integrated, a division of Percept Ltd, said, “For the plywood industry, this association helps them transform the way the industry would want to talk to its audience, that is, is anyone in the house who is the decision maker wanting to choose the plywood for the house. This association will help the brands talk directly to their TG. The set-up of the movie is be-fitting to what the plywood TG is all about and that’s why this tie-up makes sense.”
“With the slowdown doing the rounds, such an association helps a brand get better returns, gives it star leverage. The slowdown has been a boon for the entertainment industry as it has given these brands and the entertainment industry an opportunity to partner and leverage the entire situation and make more noise about themselves, which will give them better value for the money spent,” she added.
The co-promotional deal between Century Plyboards and Tupperware does not mean there will be any in-film placements, rather it will help the brands to connect directly with their TG, which mainly are the decision makers in a family.
A 30-second TVC has also been created, which broke on Tuesday, February 3, 2009, titled ‘Sab sahe, mast rahe’, referring to the plywood, thus promoting the film and the brand. The movie will be promoted through a 360-degree campaign across the country.
In a prepared statement, Sajjan Bhajanka, MD, Century Plyboards, said, “We are extremely happy to join hands with Shah Rukh Khan in promoting his film. Bollywood has the power to touch billions across the nation, and this maiden venture from Centuryply breaks new grounds in marketing in the plywood industry.”