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Paramount’s focus on Indian associations allow visibility for Tom Cruise-starrer MI-3

14-June-2006
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Paramount’s focus on Indian associations allow visibility for Tom Cruise-starrer MI-3

After Bollywood movies, Hollywood movies are now joining the race to sign on the right partner to make relevant noise around the new releases. One such movie is ‘Mission Impossible-3’ (MI-3), which has tied up with an array of brands – DHL, Gabbana, Onida, Casio, Coca-Cola India, State Bank of India, HP Petro Smart Cards and Hutch Alive.

The Coca-Cola India tie-up comes from Interactive Television, which has been in the news for executing various strategic marketing initiatives between brands and movies. Coca-Cola India’s brand, Thums-Up, has also been an achievement from this media house.

Speaking on the tie-up, Ajay Mehta, Director, Interactive Television, said, “MI-3 and Thums-Up is an exciting brand fit, with the synergies of the macho, out-going, adventurous and fearless positioning, and thus, mutually beneficial in reaching out to a common target group.”

The promos featured trailers of the movie along with images from Thums Up’s campaign. The promotional exercise around the movie is adequately supported by joint print advertisements and radio announcements. For the Southern market, Thums Up has also announced a contest, wherein the customer can win free tickets for the movie on buying a Thums Up.

Jacinto Fernandes, Marketing Manager, Paramount Pictures, stressed on the 360-degree noise that MI-3 was able to create given the tie-ups it had. He elaborated, “There was a brand fit with the partners that have come on board and we have been able to get some of the best names across categories. This has allowed the movie promotions that are more than just publicity and coming from this, we enjoyed a houseful weekend despite stiff competition.”

Another tie-up that the movie has in place is with DHL, which was executed at the global level. Same is the case with Casio watches. “But we had tailor-made these to suit the Indian viewer’s taste and preferences,” asserted Fernandes. He believed that with the association that Paramount was able to put in place with Gabbana, Onida, HP, Petro Smart Cards and SBI, the movie itself was able to attract a better share of visibility with the right TG.

He explained, “In the case of SBI, the promotion was done for their credit cards for the cities of Mumbai and Bangalore, and they are very happy with the performance. The point to note here is that you can’t be wrong when it is a movie like MI-3 and the brand wants to talk to the upper TG – you only get relevant TG with such products.”

Regarding the media partners that MI3 has, HBO is the channel partner who not only promoted the movie through a contest, but also carried exclusive content around the movie. The other media partners were DNA and Radio One. The movie has so far been screened in English, Hindi and Tamil, and Paramount is all set to release the Telugu version on June 16, 2006.

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