Top Story

e4m_logo.png

Home >> Marketing >> Article

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

24-November-2011
Font Size   16
Share
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.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...