Dharma Productions has lined up quite a fare with at least three in-movie brand placements for its forthcoming Abhishek-John-Priyanka starrer ‘Dostana’. The movie, which is set to release on November 14, has partnered with brands like Verve, Canon and DHL.
Vidya Balan was a radio jockey for WorldSpace satellite radio in ‘Lage Raho Munnabhai’; Priyanka Chopra was a STAR News reporter in ‘Krrish’; Akshaye Khanna owned a Videocon store in ‘Hungama’; Amitabh Bachchan was an accountant with ICICI Bank in ‘Baghban’; Vidya Balan and John Abraham worked for Times Now in ‘Salaam-e-ishq’… the list where can movies and brands have partnered with each other for mutual benefits is long.
The latest is the forthcoming Abhishek-John-Priyanka starrer ‘Dostana’. The Dharma Productions venture, which is set to release on November 14, has partnered with brands like Verve, Canon and DHL.
In the movie, actress Priyanka Chopra plays the role of the editor of fashion and lifestyle magazine ‘Verve’.
Arun Nair, Head - Marketing, Dharma Productions, explained, “Since Dostana was shot at Miami, our first target for a magazine was an international one, and the fact that ‘Verve’ would be launching their international edition in November or December interested us.” According to Nair, brand integration was important, but only if it made sense. It must have a great in-film placement and should not be contrived.
‘Verve’ is obviously excited with the “relevant visibility” that this move presents. Parmesh Shahani, Editorial Director, ‘Verve’, said, “Bollywood is a huge ambassador for any brand and we do expect this partnership to further help us expand all over the world and in India. We are confident that our advertisers and readers would feel happy and proud of this film and this partnership will transform into revenues. We do believe that this would help us boost our circulation.”