Media brands look to Bollywood blockbusters to establish brand proposition
In-film brand integration has been acting as a catalyst for instant recognition of the brand at the point of purchase, thus increasing visibility and recall
Brand integration in Bollywood has come a long way. Tying up with a Bollywood blockbuster movie is a great way of enhancing the image of a brand. Such kind of tie-up seems to have arrived in a big way on the Indian marketing scene. Today, brands like to cut the clutter and be noticed. In-film brand integration, or product placements within motion pictures or television shows, is done to increase the visibility and recall of brands. Such kind of positioning acts as a catalyst for instant recognition of the brand at the point of purchase.
Best Rice is one such brand, which has carried out its first integration with the Shahrukh Khan-Deepika Padukone starrer ‘Chennai Express’. The campaign comprises of a co-branded TV, print, radio, cinema and digital campaign, which commenced two weeks before the release of the movie. The idea is to establish the core brand proposition ‘Perfect Match’ with the synergy between the lead actors of the movie.
The campaign was ideated in-house by the brand’s marketing team, along with the movie’s marketing and production house UTV and Red Chillies.
Explaining the decision to carry out the brand integration with ‘Chennai Express’, Dr Aayushman Gupta, CEO, Best Foods said, “We had an interesting challenge to reposition rice from an uninvolved product for the consumer to a desirable brand. The positioning and communication had to be out-of-the-box, clear, uncluttered and keeping with the times through its cues and presentation. We wanted to establish Best Rice as the perfect match of every upmarket household and in that sense, Bollywood stars have emerged as a single unifying catalyst.”
He further said, “Brands cannot be forced down people’s perception. They can be guided seamlessly into psyches by patient, constant and subliminal effort. Hence, when you have such kind of subtle brand integration with blockbuster movies, they stay there. Nowadays, in-film branding has amplified and gained far more acceptance by both production houses and corporates as a marketing tool. If such an integration becomes a success story for us, we will surely evaluate more such associations that are deemed a good fit for the brand.”
Navin Khemka , Managing Partner, ZenithOptimedia added here, “This is a step ahead with Best Rise in India. I am sure with these initiatives we will be able to deliver the brand promise with greater RoI and audience connect. Our single minded focus is to increase the audience preference towards Best range in India. We firmly believe given the success in the past two years, we are on the right track.”
Ajay Mehta, Managing Director, Interactive Television, which initiated the Best Rice and ‘Chennai Express’ movie tie-up, said, “Movies are the biggest passion in our country and we actively leverage their power to create relevance and differentiate the brand conversations. The idea here was to connect a brand to its target consumers, taking brand communication to next level and leverage the ‘Perfect Match’ fit, which is intrinsic to the brand positioning. ‘Chennai Express’s timing is perfect with the best possible star cast, it is a mass film, relatable to all and has real-life instances that a couple comes across, which essentially fits with Best Rice brand strategy.”
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