Top Story


Home >> Marketing >> Article

Only few brands benefited from association with Ra. One: Ormax Media

Font Size   16
Only few brands benefited from association with Ra. One: Ormax Media

In an independent recall study conducted by Ormax Media, Sony PlayStation emerges as the brand that has benefited the most from its association with ‘Ra.One’. Other brands whose associations have managed to stand out are Cinthol, McDonald’s and Sahara Force India F1.
While more than 20 brands associated themselves with Shah Rukh Khan’s ‘Ra.One’, most brands failed to get noticed in the clutter. In fact, conventional SRK-endorsed brands such as Pepsodent and Hyundai scored significantly higher recall than the brands that were associated with ‘Ra.One’.

Elaborating on the findings, Shailesh Kapoor, CEO, Ormax Media, said, “‘Ra.One’ is easily the most visible marketing campaign ever in Bollywood. But when so many brands choose to ride a vehicle, only a few will manage to get the best seats. The findings of this study can have far-reaching implications on how advertisers and media planners look at co-branded film associations in the future.”

Commenting further on the estimated money that a brand would spend, Kapoor said, “Normally a brand could spend as low as Rs 1-2 crore or as high as Rs 7-8 crore for any film. But in the case of ‘Ra.One’, these brands would have easily shelled out Rs 25-30 crore as it was the most awaited film and was expected to be a major hit.”

Commenting on the loss for the brands not being noticed, Kapoor said, “There is always a danger of not being noticed after investing such a huge amount of money behind a movie. This money could be used in other campaigns where the brand could actually be noticed. With ‘Ra.One’, there were so many brands which went unnoticed and it does add up to tremendous losses.”

The study was conducted over a period of three weeks, on either side of the release of ‘Ra.One’ on October 26, 2011. The report is available for subscription to advertisers, media agencies and film producers.

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve