Brands associating with films have become a norm in recent years and every new release is seen a platform for brands to have strategic tie-ups. While earlier it were mostly the big ticket commercial releases that attracted brands, today almost every movie gets its share of brands on board.
Hence, even a political thriller such as ‘Satyagraha’ has seen several brand integrations. Prakash Jha’s film was mired in controversy recently when Rajesh Mishra of Narayani Productions filed a law suit claiming that he had first registered the title ‘Satyagraha’ with the Indian Film and TV Producers Council (formerly Association of Motion Pictures and TV Programme Producers).
However, decks have been cleared for the film’s release, with the Bombay High Court refusing to stay the film’s exhibition while hearing a suit filed by the producer, claiming he was the original copyright owner of the movie’s title.
‘Satyagraha’, which stars big names such as Amitabh Bachchan, Ajay Devgn, Kareena Kapoor and Manoj Bajpai, releases in theatres on August 30, 2013.
Jha along with Disney UTV Studios have come up with some interesting brand associations and marketing campaigns. Commenting on the various brand associations, Shikha Kapur, Executive Director, Marketing - Studios, Disney UTV said, “For a film like ‘Satyagraha’, what really stood out was the level and quality of brand integrations. We were involved from the scripting days and identified the best possible ways in which a brand could be associated with the film. We ensured smooth synergies between the brand and the film in the most intelligent and creative manner.”
Kapur added, “More than 10 brands are supporting the movement with us. We are reaching out to every household and using all possible mediums with our brands, which include TV, print, outdoor, in-shop and merchandising.”
Meanwhile, Jha is also aiming to use digital in an interesting way for promotional activities for the movie.
exchange4media takes a look at the various brand associations of ‘Satyagraha’…
Mentions on products
India Gate Basmati Rice and Ankur Salt are doing packaging associations with the film, with more than 1 crore packets per brand in modern and traditional outlets such as Big Bazaar, Reliance Hypercity and Spencer’s. They are also using television and point-of-sale to promote this.
Special service launches
Wishtel Tablets has launched a Satyagraha Data Plan along with BSNL targeting the youth. This initiative is spread through the tagline ‘Let the revolution begin with Wishtel’. The film also showcases usage of Wishtel Tablets as an integral part to mobilise the entire revolution during the film.
For the first time India Gate Basmati Rice has associated for in-film presence and a packaging deal. The brand has also launched a special edition Satyagraha pack of rice. The brand will also be seen in a family dining scene in the movie, bringing out its ‘True Flavours of Joy’ ideology.
Ultratech Cement, with the brand tagline ‘The Engineer’s Choice’ will also find a mention in a dialogue in the film. A placement of the Rupa Shop as part of the market place in the film, along with the key characters of the film wearing Rupa brand of vests, can also be noticed in the film. Rupa T-shirts will be seen distributed to volunteers during some key scenes.
Goodricke Tea, a tea café, can also be seen as part of the district town along with passive branding through the film. The brand will also appear in all the tea drinking moments in the film. Avon Cycles’ association will be showcased by placing a real cycle shop as part of the market place in the district town. The film has also used a lot of branding in context with Avon at the minister's welfare scheme too.
Sahara Q Shop has also partnered a film for the first time with their communication being around ‘Milavat Key Khilaaf’, the brand’s tagline. Q Shop will also be seen during the key scenes at a Ramleela function in the film.
With so many brands riding the film, it will be interesting to how much brand salience they get. Jha is known for his films highlighting the current socio-political scenario in the country, such as ‘Gangaajal’, ‘Rajneeti’, ‘Aarakshan’ and ‘Apaharan’, among others.