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.