Dharma Productions’ recent film, Badrinath Ki Dulhania starring Alia Bhatt and Varun Dhawan released on Holi, March 10. The film has received encouraging response from all quarters and is well on its way to becoming a money spinner. Making things even more lucrative for the film’s team are the several brand associations, both in-film and co-branded. The film marks the second installment of a love franchise that began with Humpty Sharma Ki Dulhania (2014).
Integrated marketing agency Brand Street India has launched the marketing tie-up of air conditioning brand Voltas with this latest Bollywood film. This association has been creatively implemented by Why Stay Calm Entertainment, who are strategic partners to Brand Street India in the domain of film integration and content production.
The seamless integration has added yet another milestone to the journey of Voltas, by capitalising well on the movie and stars' success.
To leverage the integration amongst maximum audience, the brand is promoting the film through the co-branded TVC in addition to a print version. Brand Street India-Why Stay Calm have been instrumental in conceptualisation of the joint TVCs and the print ads. They have edited the co-branded TVC, which integrates Voltas Fresh Air Coolers with the movie’s messaging without much effort. To amplify the association, the team also gave away complimentary movie tickets.
One of the world’s fastest growing media groups, Havas Media has been instrumental behind the successful media planning and buying strategy for the advancement of this co-branded association.
Talking about the integration, Surendra Singh, National Head, Brand Street India, said, “The integration of Voltas Fresh Air Coolers in Badrinath Ki Dulhania offers a convenient way of connecting two distinct identities with the consumers, just like the plot of the movie. As both the brands try to strengthen their presence at the grass-root level across India, this association is a perfect match to accomplish the same.”
Kanika Mohan Saxena, Managing Partner, Why Stay Calm, said, “ This summer, it’s all about being chilled out and cool, what better than the brand and movie showcasing the same to their audience. Having reached out to the same target audience, this natural association is a perfect delight.”
Ishani Ghosh, Project Head at BSI, said, ”This association is aimed at increasing the brand recall. We are all set to boost this alliance with our proven methodologies and by leveraging their visibility.”
The film team also has collaborated with Singapore Tourism Board (STB) and Silk Air, the regional wing of Singapore Airlines. The Alia Bhatt-Varun Dhawan starrer also features key scenes and songs filmed in Singapore.
Explaining his rationale for including Singapore in the movie, director Shashank Khaitan said, “Singapore offers an interesting mix of a unique multicultural society interwoven into a dynamic city that pulsates with modern vibrancy – something that works well with the characters of Badri and Vaidehi as they embark on a journey of self-discovery. It’s not just a destination but Singapore is intricately woven into the essence of the plot.”
Talking about Singapore’s association with the movie, GB Srithar, Regional Director for South Asia, Middle East & Africa, STB, said, “We are happy to be associated with Badrinath Ki Dulhania, a movie that will appeal to all segments of Indian society with its over-arching theme of love and the joy of life. Over the past few decades, Bollywood movies have helped build an emotive connect among the Indian audiences with Singapore. We believe through Badri and Vaidehi, they will re-discover Singapore’s variety of experiences and evolving cityscape. Keeping in line with the movie’s theme, we are pleased to welcome Indian travelers to begin their endless love affair with Singapore, by visiting and re-visiting Singapore for memorable holidays.”
Bhatt’s character in the movie goes through a transformation in Singapore, where the story of her involvement with SilkAir, the regional wing of Singapore Airlines, unfolds. SilkAir is also the official airline partner for the movie. Speaking about the association, SilkAir’s General Manager for India, Jagdish Bhojwani said, “SilkAir is happy and excited to be associated with the Bollywood project. India is a key market for us and we continue to view it as one with great importance. We strongly believe that the association will help us reach out to more people as we embark on efforts to spread our wings across India.”
Other brand associations of this film, both in-film and co-branded, include Mahindra, Flipkart, Red FM, Furlenco and Frankfinn.