Brand integrations today have become one of the most significant elements of a movie’s marketing campaign. What earlier was limited to promotions through the prominent media platforms has further expanded to movies integrating with brands and weaving them into the storylines. The movie ‘Yeh Jawaani Hai Deewani’ from the Dharma Productions’ stable has also smartly associated with various brands such as Fox Traveller, Jabong, etc., in order to resonate better with its target audience.
The brand tie-up with Fox Traveller will also see main protagonist Ranbir Kapoor playing a travel buff Bunny, who is a Fox Traveller videographer. Ranbir’s character resonates with what Fox Traveller stands for - he revels in randomness, unplanned trips, unprepared quests and unexpected twists. The association represents the values the channel embodies in the true sense.
As part of its association, the Fox Traveller crew travelled with the ‘Yeh Jawaani Hai Deewani’ team to destinations such as Manali, Mumbai, Udaipur and Paris to capture the filming moments of the movie. Also, Fox Traveller has launched an interesting social media initiative on Facebook. In this contest, Bunny (Ranbir Kapoor) invites viewers and fans to share their memorable travel stories. He will then select the best travel stories, which will be showcased on Fox Traveller.
It may be recalled that Yash Raj Films’ ‘Jab Tak Hai Jaan’ also had an association with Discovery channel, where Anushka Sharma, one of the lead female characters of the film, essayed the role of a Discovery channel filmmaker who wants to make a documentary on the film’s male lead, Shah Rukh Khan.
Dharma Productions has also associated with Jabong to unveil the latest dress collection, which is inspired by the fashion sported by the actors in the movie.
Apart from the brand associations, the production house has undertaken an extensive campaign on social and digital media. As part of the social media campaign, they have launched engaging applications such as ‘Yeh Jawaani Hai Deewani Travel Wall’, where audiences can upload their travelling pictures, and another application titled ‘My Badtameez Dil Wants’, where audiences have to spin a wheel and get a whacky answer to what your Badtameez Dil wants. There is also a unique image tutorial on Pinterest, where fans can learn the signature step of Badtameez Dil. Dharma Productions has released videos, titled YJHD Diaries, where the cast and crew talk about the movie and their experiences. The trailer launch was done through a tab, where users could upload their image and join in the celebration of love by finding themselves in the poster. The conducted contests on Twitter have also received massive interaction and over 100 RTs.
‘Yeh Jawaani Hai Deewani’, starring Ranbir Kapoor, Deepika Padukone, Kalki Kochelin and Aditya Roy Kapur and directed by Ayan Mukerji, is all set to release on May 31, 2013.