If the ‘Darr ke aagey jeet hai’ tagline in the latest action flick ‘Mission Istaanbul’ rings a familiar bell, you are right. It is the tagline sported by soft drink brand Mountain Dew that has been integrated into the name of the movie, a first for both Bollywood and any brand. With the movie releasing on July 25, a look at how this association came about.
Commenting on Mountain Dew’s association, Jyotsna Gadi, Executive Vice President, Marketing – Flavours, PepsiCo India, said, “Mountain Dew is a brand that exemplifies exhilaration, adrenalin and a ‘can do attitude’. We are proud to announce the partnership between Mountain Dew and ‘Mission Istaanbul - Darr ke aagey Jeet hai’ as this is the first time a brand philosophy and its tagline have been adopted for a movie. This is a testimony of the popularity and connect the baseline has been able to achieve. And after seeing some parts of the film, I truly believe that the film has achieved the synergy way beyond our expectations.”
In a statement issued, Apoorva Lakhia, director of ‘Mission Istaanbul - Darr ke aagey Jeet hai’, said, “In-film placements and integration is still evolving in Bollywood. With Mountain Dew, we have found an ideal in-film placement that does not seem forceful, considering the fact that the movie script integrates very well with what the brand Mountain Dew stands for. It is very important to know how product placement should be done in films – visible, but at the same time blending in with the rest of the plot.”
The association is also backed by a comprehensive communication plan comprising modern trade, television and a nationwide contest that is running in eateries, restaurants and multiplexes. Participants will get a form to fill on the purchase of Mountain Dew. Lucky winners would get an opportunity to meet the star cast and watch the premiere show with them. A specially created television commercial with shots from the movie would be seen shortly on the screens across the country. The spirit of Mountain Dew is completely encapsulated within the film to bring alive the philosophy of ‘Darr ke aagey Jeet hai’.
On further promoting brand Mountain Dew, Gadi said, “It is our constant endeavour to associate with properties and initiatives that reflect the brand’s philosophy of ‘Darr ke aagey jeet hai’. Movies offer a platform that really reaches out to the Indian consumers’ mind and heart. We are open to more such associations in future too that gel with the brand’s communication strategy.”
‘Mission Istaanbul - Darr ke aagey Jeet hai’, starring Vivek Oberoi, Suniel Shetty and Zayed Khan, has been produced by Balaji Motion Pictures Ltd and Suniel Shetty’s Popcorn Motion Pictures Pvt Ltd.