Superheroes wage a brand war

Superheroes wage a brand war

Author | Source: The Economic Times | Friday, Jul 14,2006 7:33 AM

Superheroes wage a brand war

The war for audiences being fought between the two biggest and much anticipated movie releases this summer - Krrish and Superman Returns - is now fast spreading out of the box-office.

With both movies targeting kids and young adults, its the desi versus the international 'superhero' fight in moviedom being fought across all levels - audiences, tie-up with big brand marketers, and movie-related merchandise sales.

Despite Krrish enjoying an edge as far as mass audiences go, reflective in its healthy box office collections, its an open battle as far as marketing glitz and glamour is concerned.

“In terms of marketing, Krrish is targeting the least common denominator unlike Superman, which is attracting more of the metro and multiplex crowd,” says Navin Shah, CEO-P9 Integrated, the movie marketing agency which worked both with Krrish's director Rakesh Roshan's company Filmkraft's as well as with Warner Brothers India on Superman Returns.

Associative tie-ups (non-product placement brand tie-ups) for Krrish include HPCL's Power and Singapore Tourism. While Superman Returns is banking in a big way on its global partnerships with Frito Lays and Kellogg's.

On the merchandising front also, both the movies are upping their ante specially to cash in on their kids fan base. While Krrish has struck an exclusive partnership with Pantaloon Retail, Superman Returns has tied-up with Raymond.

“Raymond has got an exclusive arrangement with Warner Brothers to use Superman's logo on its apparel brand. We are using the logo for our line of kids wear - Zapp.

The other initiative will be using a logo on the limited edition of Parx for men,” says Shreyas Joshi, president, Raymond Apparel. Another local promotion for the movie is Mother Dairy's Superman Returns cheese sales-driven promotion, with kid-specific merchandise offers, such as magnets, caps, water bottles and T-shirts.

Pantaloon is hawking a range of Krrish merchandise across all its stores, such as Krrish dolls, masks, key chains, colouring books, watches, activity books, rainwear and school bags. Besides store presence, merchandise for both movies is also being made available at multiplexes as well.

“This venture marks the coming together of modern retail and the Indian film industry, both of which are driving change in the country,” says Sanjeev Agrawal, president-marketing, Pantaloon Retail.

Multiplexes are also playing their part and jumping on the bandwagon with varied activities around both the movies. “We are doing a variety of marketing initiatives for both the movies.

On our part, we have gone ahead and tied up with Mattel, the toy company, as well as Pantaloon to be able to sell merchandise. Since the Superman wears a red underwear, kids are quiet fascinated with it, and we are actually selling it in our multiplexes,” said Tushar Dhingra, COO, Adlabs Cinemas.

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