A win-win situation for brands in Sui Dhaaga

At a time when we see long list of brand association in movies, Sui Dhaaga on the contrary has associated with handful number of brands in the movie

by Dolly Mahayan
Published - Oct 6, 2018 9:50 AM Updated: Oct 6, 2018 9:50 AM

Brand marketers keep looking for alternative media vehicles to connect with customers in a distinct way. Films have become one of the most favoured medium for brands to reach out to their target audience and that is why we see so many brand association in films these days. Whether it’s a big or small budget film, brands grab every chance of representing itself in the film and they’re increasingly running the box office race. In the last few years, we have seen how a particular movie attracts a slew of brand associations. Movies such as ‘Ra-One’, ‘Veere Di Wedding’, ‘Race’, ‘Mary Kom’, ‘Avengers’, ‘Baahubali’ are few names that flaunted their alliance with 20-25s brand at one time.

However, the success of the brand often depends on the success of the movie. If the movie fails at the box office, it is likely to affect the brands associated with it. Anushka Sharma and Varun Dhawan’s much-awaited film ‘Sui Dhaga’ hit the theatres last Friday. The film so far has crossed 55 crore approx in six days. The movie is directed by Sharat Katariya and produced by Aditya Chopra & Maneesh Sharma under Yash Raj Films banner. The film is based on the theme of ‘Make in India’ campaign and has been inspired by the philosophy of Mahatma Gandhi.

Sui Dhaga has done an intelligent thing in terms of not representing hefty number of product placement. They have associated with handful of brands, which has turned out to be a positive thing for the movie as well as for the brand. Both, Usha and Raymonds have been given a pivotal role in the film storyline, while Amazon India can be seen promoting entrepreneurship at the end. Infact, Usha sewing machines plays an integral part in the film, both visually and thematically.

According to Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd said, "Associating with a film like ‘Sui Dhaaga - Made in India’ that highlights the struggles of the marginalised and creative people, underscores Usha's commitment to partnering with initiatives that focus on empowerment. The message in Sui Dhaaga – Made in India, reinforces a fact that has been at the core of what Usha has believed from the very beginning."

Adding further he says, “the association was a very natural one, based on a joint mission to focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives”.

He also said, “We believe that our tie-up with ‘Sui Dhaaga – Made in India’ will increase our brand saliency and engagement. What we are optimistic about is that this association will help connect with the masses”.
Since the launch of first trailer, the excitement around the movie was high and even funny memes on Anushka on various social sites played a cruical role in hyping the craze.

Amazon India has launched a pan-India TV and digital campaign to promote the movie. The brand encourages entrepreneurs to become Amazon Sellers and reap the benefits of selling their products not just in India but globally too. Speaking about the partnership, Gopal Pillai, Director & GM, Amazon Seller Service, said, “The core message of the film and the spirit of the protagonists resonate strongly with that of the Amazon sellers and hence the association came into effect. With the festive season around the corner, this also inspires sellers to register on Amazon.in and reach out to more than 300 million customers from India and across the globe".

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