‘The Zoya Factor’ ties up with brands like Pepsi, Nerolac, Cadbury & Audi
Brands have associated with the movie via in-film presence and co-branded marketing promotions
This week’s release ‘The Zoya Factor’, starring Sonam Kapoor and Dulquer Salman, has lend itself to brands integration and has generated a lot interest and support from multiple players and amounted a handsome marketing support from brand partners and media spends basis its content.
Sonam playing Zoya Solanki, an advertising agency executive, also gave a huge opportunity to many FMCG brands to integrate seamlessly. Brand associations with Pepsi, Asics, Cadbury, Nerolac and SG have been affirmed for in-film presence as well as co-branded marketing promotions.
Fox Star Studios has managed to hit a six with their alliances with partners across genres creating an incremental value and buzz for the film.
Speaking about the association, Peeyush Bachlaus, AVP – Marketing, Kansai Nerolac Paints Ltd, said, “A brand and movie association works well when the film’s narrative is able to seamlessly fit in the brand message and this is why we are pleased to partner with ‘The Zoya Factor’. The movie’s storyline allowed us to integrate one of our much loved and popular brand assets the “Nerolac anthem” seamlessly into the narrative. Sports and movies have been a consistent part of our engagement strategy over the years and a movie themed on our national passion cricket seemed a natural choice to partner with.”
Rajat Khurana, Managing Director for Asics India, said: “ASICS is very excited to collaborate with The Zoya Factor as this will be the brand’s first foray into mainstream cinema in India. This presents a great opportunity for the brand to communicate with its target audience which is equally involved in sports and entertainment. ASICS brand philosophy of a sound mind in a sound body is very well showcased in the movie as the preferred footwear choice for all the players on the field.”
Pepsi: Pepsi is the official partner of Team India in the movie and has been integrated in the form of an Ad Shoot with Team India. Taking a step further is an original music video ‘PEPSI KI KASAM’ extending the music space after Har Ghoonth main SWAG Hai & Pepsi ownership in the form of branding throughout cricket sequences in the movie.
Nerolac: Nerolac has been integrated as sponsors of Asia Cup in the film and co-sponsors of the world cup for team India.
Cadbury: Cadbury Silk who owns the space of LOVE, FIRST LOVE and COLLEGE ROMANCES and the most romantic jingle KISS ME JINGLE of Cadbury Silk has been integrated in the film. Sonam aka Zoya Solanki an ad agency employee lives, eats and breathes brands in her day-to-day life, romances the Indian Cricket Team captain in her dreams where Dulquer Salman is shown endorsing Cadbury Silk.
Audi: Dulquer Salman is shown owning an Audi in the film.
Asics: This brand makes a seamless entry in the film with the Indian cricketers wearing Asics shoes.
SG: SG bats and equipment have been used throughout the film.
Bumble: To cater to gen-next of our country who believe in finding love on dating sites, the movie has collaborated with Bumble with the concept of go on a Double Date with Sonam & Dulquer. The association was so beneficial that their official ambassador Priyanka Chopra promoted the partnership on her social media handle.
Astro Yogi: Astroyogi got real-life astrologers for the trailer launch of The Zoya Factor.
Other brands who have partnered with The Zoya Factor are Finolex, Orilite Cement & Cred.
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