Dabangg 3: A tale of many brands

From Pepsi to Likee, the third installment of Salman Khan’s Dabangg franchise sees brands queuing up to be a part of the Chulbul Pandey story

e4m by Tasmayee Laha Roy & Shreshtha Verma
Updated: Dec 26, 2019 7:45 AM

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Salman Khan

Making Pepsi a drink to long for and putting Likee on the radar of every social media user, the third installment of Salman Khan’s Dabangg franchise is not just the story of a cop but also that of brands - mostly those that the actor himself endorses.

To get a taste of the power of Bollywood, sample this: Switzerland is still known for Raj and Simran and DDLJ taking thousands of Indian tourists to that country every year till date, even 25 years after its release. So when Salman stars in a movie, brands make sure to show up to share some screen space with Bhai.

A little over a month back when Pepsi signed Salman as their brand ambassador they were sure about their choice. A Pepsi spokesperson had said, “We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s ‘Har Ghoont Mein Swag’ proposition with Salman in 2020.”

Looks like it’s Salman’s swag that brands have counted on while planning integrations with the movie. Dabangg 3 is the first Bollywood film to create a complete song (Swag Song) in collaboration with Pepsi. Apart from in-film branding, the movie has also pulled off all stops for digital promotions.

Dabangg 3 has clocked Rs 80 crore worth ticket sales in its first weekend itself, ensuring maximum reach for brands that have placed their products in the film ‘not so subtly’.
In an almost ‘in-your-face’ brand integration initiative, ‘Dabangg 3’ has been quite a success when it comes to communicating a brand story. Watching films at the theatre are no longer ‘free from ads’, especially if one is watching the latest Salman offering.

The first brand placement - Astral Pipes - comes within the first 10 minutes. Salman has been the face of the brand since 2014 and this seems to have ensure the brand a two-minute action sequence. The Astral pipe cartons placed in the fight scene are hard to miss.

Besides on-screen placements, Likee, the global short video creation platform from Singapore-based BIGO Technology also partnered with Salman Khan Films (SKF) to promote ‘Dabangg 3’ as the film’s official digital partner. #HudHudDabanggChallenge crossed 275 million views on Likee in just two days. Just like box office numbers, social media impressions also took the brand game a notch higher with in-film product placements and brand integrations.

The audience also saw flashes of other brands like MX Player, VIVO Phones and even the UP police.

The film has guaranteed 100 per cent visibility for brands across geographies since it has beem released in 5 languages - Hindi, Kannada, Tamil, Telugu and Malayalam.

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