With Die Another Day, the latest James Bond film, grossing around Rs 5.5 crore in the first three days of its release in India, corporates are making a beeline to associate with the film and its cast.
The promotional partners for the film include big names like ITC for Minto, Bharat Petroleum Corporation Ltd for its premium fuel Speed, Revlon, Reid & Taylor, Raj Travels, Samsonite, Compaq, Omega, Sony Ericsson, Hutchison Max and Brown-Forman for Jack Daniels.
Together, these large corporate giants have already spent close to Rs 7-8 crore on Bond-related promotional activities that range from fashion shows, contests, free give-aways to print and electronic media campaigns.
Twentieth Century Fox, on its part, has also spent another Rs 1 crore on the promotional activity.
Each one is trying to promote its product using the Bond association. So while Sony Ericsson is promoting its latest camera mobile phone using the film, BPCL is trying to build a niche target audience for its premium fuel Speed.
The promoter of the film, Twentieth Century Fox, has allowed BPCL to use shots of the film for their television campaign for which the oil major has spent around Rs 50-75 lakhs.
Besides this, the company is also using its network of retail outlets across the country for running a host of promos and contest.
And while BPCL is not looking at a “long term relationship” with Bond like Reid & Taylor or Samsonite, the promos will continue at least for a month or two.
Being screened at 261 theatres, the film is the widest Hollywood release across India and has outperformed previous record setters such as Spiderman and Titanic.