Del Monte makes it big with 'Krrish 3'

To get the maximum out of the association, Del Monte adopted a 360-degree approach & launched blitzkrieg of promotions, contests & co-branded products to maximise reach

e4m by exchange4media Staff
Updated: Nov 14, 2013 12:18 PM
Del Monte makes it big with 'Krrish 3'

With ‘Krrish 3’, which was launched during the Diwali weekend, reporting Box Office collections of over Rs 200 crore worldwide already, marketers who betted big on the movie have reason to celebrate.

Among the numerous brands associating with the movie was Del Monte. The association was aimed at increasing sales and creating relevant touch points for Del Monte, given the film’s potential to reach the masses and its popularity.

Commenting on the association, Yogesh Bellani, Chief Executive Officer, FieldFresh Foods said, “Integrating brands in commercial films has become a highly effective way to reach out to your consumers, and when it comes to a property as large as ‘Krrish’, with a proven track record of growing popularity, mass appeal and India’s only successful homegrown superhero as on date, we felt this would be the ideal platform for us to partner with and engage with our audiences. We are happy that we were successful to connect well with the audience as well as impact our sales favourably with this association.”

To get the maximum out of the association, Del Monte adopted a 360-degree approach. The association and consumer promotion was promoted on all media that included television, radio, online and OOH screens. Del Monte launched special Krrish co-branded packs for its ketchup, sauces and fruit drinks. The gratification included a chance to win prizes such PSPs and mobile phones, and assured prizes such as Krrish tiffin boxes and sippers with the ketchup bottles.

In-store branding and on-ground activation was also carried out to give consumers an opportunity to get a picture clicked with a Krrish cut-out. These were then put in Del Monte and Krrish co-branded photo frames and handed out to them.

Consumers in select modern trade outlets also got a chance to share their superhero moments and won movie tickets in return.

The highlight of the consumer promotion was giving winners a chance to meet Krrish himself. Del Monte organised a Meet & Greet at Mumbai with Hrithik Roshan for the winners, who were picked through a random selection on a purchase of Del Monte Krrish packs. A total of six winners from across the country were finally selected to meet their favourite superhero.

Del Monte also tapped into new media with the ‘Mera Kid Mera Superhero’ contest on Facebook, where maximum likes were gratified by prizes such as winning free tickets for the ‘Krrish 3’ movie.

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