P9 integrated, a 360 degree entertainment marketing company from the Percept Group, is further strengthening its association with movies. Brand associations with movies have been in vogue for quite some time, now such brand associations have transcended the shelf life of the movies in multiplexes and advertising promotions are taking place even after the movie has gone off the theatres.
Pritie Jadhav, Associate VP, Branding Entertainment, P9 Integrated, said, “We are going to continue with our movie brand association. We are going to make music videos in the apparel and construction space. We are also looking at associations with Hollywood and regional movies. As part of this process, we are promoting the movie ‘Agar Dum Marathi’ on a 360 degree level.”
Jadhav added, “We are doing promotions after the movie has been a hit. For example, Seacod Cod Liver Oil Capsules has continued to leverage its association with the movie ‘Bum Bum Bole’ well past its release by executing the campaign across the electronic and outdoor media. In fact, P9 also adopted a similar strategy of extended co-branded association for blockbuster movies like ‘Krissh’ with Hansaplast and ‘Fast and Furious’ with Bajaj Pulsar. For ‘Bum Bum Bole’, we also branded Tata buses. We used TV, print, OOH and multiplexes as medium of advertisements. We used Darsheel Safari’s (who stars in the movie) images. Similarly, for ‘Krissh’, too, we had adopted a 360 degree promotion strategy and had used the lead actor Hrithik Roshan. We made a TVC with Bajaj Pulsar as the fastest bike to promote the movie ‘Fast & Furious’.”