Dangal, which released almost two weeks ago, has several firsts to its credit. The film is a runaway hit and proved that if the content is great, film lovers will flock to cinema houses despite demonetisation. Dangal in its first week collected Rs 192.29 crore as of December 31, 2016.
Another first for Dangal would be its brand associations. In a time when films desperately latch on to brands for publicity as well as monetary reasons, Dangal had only three brand associations- Nissan Datsun redi-GO Sport, Vivel and Bournvita.
If having only three brand associations was already flouting some ‘marketing laws’, the makers of Dangal went ahead fearlessly with another novel idea. None of the three brands had any jarring in-film association.
A source from Disney says, “Dangal is a simple film at heart. Also, it is based in a remote village in Haryana. Having brand associations just for the sake of it would not go well with the nature of the film. So, what we decided was to keep it as organic as possible. This would have only been possible if in-film placement was kept to a minimum. That’s what we finally did.”
With Bournvita, the makers of Dangal fuelled on the chocolate milk drink’s tag line- ‘Tayaari Jeet Ki’. Since Mahavir Singh Phogat’s (Aamir Khan) two daughters Geeta and Babita are getting trained by him to become top-notch wrestlers, the film’s key message went well with what Bournvita stands for.
For its association with Vivel, Dangal’s message of not compromising in life was a reflection of Ab Koi Samjhauta Nahin- Vivel’s tag line.
For Nissan Datsun redi-GO Sport, the car maker’s ‘Limited Edition. Unlimited Passion’ tag line worked for the film’s association.
Even after flouting some marketing laws that tout excessive brand associations as a profitable move, the makers of Dangal are having the last laugh, both at the ticket counters as well as by making a place in the audience’s hearts. Subtly but surely.