Marketing 2023: What's hot, what's not

Purpose-driven communication, customer-centric approach, and more use of social commerce are some of the trends that will rule 2023, say experts

e4m by Tanzila Shaikh
Published: Dec 8, 2022 9:09 AM  | 9 min read

The marketing world moves at light speed. Brands have to constantly evolve and adapt to keep up with the ever-changing preferences of their customers and are forced to come up with new strategies every year. Adding to the complexities of the sector has been the Covid pandemic that has changed the marketing rulebook completely in the past two years. So, as 2022 comes to an end, we look back at all that made noise in the marketing sphere this year, as well as the trends that will define the coming year.


2022 Wrapped 

Year 2022 was the year of normalcy coming back after two years of Covid-induced constraints. Brands which had completely shifted their ad and marketing spends to digital gradually returned to the traditional mediums of reaching people while still making noise on online platforms.

For Shanshank Srivastava, Executive Director at Maruti Suzuki India Ltd, the explosion of digital marketing was one of the biggest trends of the year.

“Our efforts in the digital marketing front were at par. We were earlier using digital marketing for the lower funnel, but now we have started using it for the upper funnel as well. It is working well when it comes to brand awareness and that has encouraged us to invest more in it. It has created a great impact on the conversion rate with respect to the hyper-local programme that we’ve started,” said Srivastava.

He shared that they are majorly depending on first-party data which will help them to personalize their services and this will continue in the coming year as well. 

A senior marketer from a prominent edtech platform another important trend in 2022 was data tracking. He shared that analytical tools have helped them greatly to touch their target group in the last year. 

Talking about the role played by technology in the year, Sanjeev Jasani, COO, Cheil India, shared that 2022 saw AI impacting advertising in a big way. “We saw a number of MarTech & AdTech solutions using AI to help brands connect better with their audiences. We even saw the impact of AI on content, making it simpler for brands to develop and distribute digital video content,” he said.

“Speaking of content, this was another successful trend that took off. We saw a lot of brands shifting to video content and focusing on their video marketing strategies. And finally I feel e-commerce took off. With a lot of brands focusing on building a D2C strategy and also trying to leverage social commerce, this place has started to heat up,” he added.

Marketers further share that celebration of diversity and inclusivity is one of the big things in today’s time. Having a sense of community is what people look out for.

Said Umashan Naidoo, Head of Customer at Beauty At Trent Ltd (fashion brand of Westside), said “In 2022, we launched initiatives such as Nuon X, One size fits all, and Limitless – all of which celebrate women and their curves. We are really proud of building a community through this and we look forward to developing similar campaigns that motivate consumers to be outspoken and feel good about themselves in the future. Westside is not just a space to sell but to engage and build a community.”


The way forward

Talking of 2023, marketing experts say technology will be the clear leader, helping brands to channel creativity to its full potential. Industry watchers also say that in-person experience will be appreciated more in the coming year.


Social commerce

According to Ajay Maurya, Head of Marketing at Fastrack, one of the leading trends that will catch up in 2023 is social commerce.

“Through social commerce, it is easier for businesses to enable quick conversions. Technology has made direct marketing and direct selling easier.”

Customer-centric approach 

Omni-channel approach is one that has emerged in 2022 and will pick up in 2023, shared Sambit Dash, Partner, RPSG.

“The approach is customer-centric. It makes the brand available wherever the customer shops - online or offline. Whether it is a social media platform, a multi-brand outlet, Amazon or the brand’s own website or even WhatsApp, everything is going to serve as a retail outlet,” said Dash.

“The biggest drivers for ecommerce growth will be Tier 2 and 3 cities. These places are home to aspirational millennials aware of brands, trends and needs, but under-served by physical retail. They will feature prominently on the horizon of online brands.”

He further said, “The third trend, and a potentially impactful differentiator for the brands that can build it up, will be the growth of communities. We are already witnessing how enterprises, D2C startups, influencers and SMEs are building communities based on hobbies, preferences or other sentiments. These communities are thriving with two-way communication between brands and buyers. That’s going to become bigger in 2023.”

“Lastly, brands are already experimenting with ultra-short format videos, and I expect that there will be a much wider use of short 6, 10, and 15-second videos for telling brand story instead of just display an offer. These videos will tease customers and push them into connecting with the brands,” he added.


Increasing tactics to create credibility 

On a different note, Ajeeta Bharadwaj, Chief Strategy Officer, Wondrlab, said, “The past few years have seen many categories explode with choices. New brands have launched and quickly scaled up, old brands have launched new lines. Now the battle is for the consumer’s mind, not just his wallet. That’s why I think that 2023 will see a returning focus on brand building.”

“Brand trust will also become an important currency. A lot of new studies are showing the direct role that brand trust plays in positive consumer behaviours ranging from purchase to advocacy to defending the brand. Building brand trust means that the brand’s core purpose and working, needs to be communicated through everything that it says and does. So while brands continue to use different consumer engagement platforms, the focus will no more be on saliency at any cost, it will be on generating brand trust and brand love.”

“The second trend that will gather force in 2023 is that the so-called ‘back-stage of the brand’ will come more and more into the limelight. It won’t be just the product, but the company behind the product, the founders, the product philosophy, the way the employees are treated; all these will influence consumer behaviour. The fact that we are already seeing more and more founders feature in their brand’s communication or come before their consumers in some other capacity is evidence to the fact that personal credibility will rub off on the brand’s credibility.”

At the recently held, e4m-INCA Influencer Marketing Conference, finance influencer Sharan Hegde also spoke about company’s stakeholder’s being the face of the company helping them to create more credibility amongst the consumers.


Leveraging Technology

Vivek Nair, Head - Brand Strategy & Marketing, Log9 Materials, feels voice-driven marketing coupled with data-driven personalization will prove to be a game changer in 2023 and beyond.

“With increased data getting accumulated, personalization will prove to be a make or break factor across various product categories. Thanks to Alexa, Siri and Google, from household widgets to luxury cars, everything awaits your voice command. The second trend is seamless integration between physical and digital touchpoints to continue to evolve in order to ensure the customer stays on from the point of discovery to the point of purchase.”

The third trend, feels Nair, will be further exploration of Metaverse.

“The new-found universe wasn’t just about a glam experience. From product concept testing to larger-than-life experiences, brands will continue to explore the Metaverse in 2023, as it stands at the crossroads of multiple online and offline customer experience touchpoints.”


Purpose-Driven Marketing

Nair also said that purpose driven-marketing is the way forward. He said,

“Purpose will continue to trump everything. With the GenZ proving to be the loudest influencers, brands will continue to look to their north-star and make their reason of existence the fulcrum of every story narrated. The brand purpose will manifest across each touch point encompassing communication, experience and transaction. Climate change will find its due space amidst pitch decks and brand briefs. Though an overused word, sustainability will increasingly prove to be a differentiator between the ‘brand I like’ and ‘brand I will buy from’. From business strategy to the way products are manufactured, consumers today do not just flip the package to look for price but to also see how the product was manufactured and brought to them.”


Meme marketing 

Meme marketing has becoming an integral part of brand communication as it relates majorly with the younger generation, and it will only evolve in 2023.

According to Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities, “Meme marketing, led by food delivery apps such as Swiggy and Zomato along with Netflix, creator-led marketing initiatives, causevertising (ie, brands backing an important social cause, such as Dove’s #StopTheBeautyTest, the Cadbury Diwali ad or the recent Bournvita #forcedpacks campaign), testimonial-led performance ads by D2C brands”

She further said that Gen-Z is an extremely smart lot and is very environmentally cautious.

“So brands should be authentic and have the right intent. To win over Gen z customers, companies need to believe in doing good for the earth instead of just chasing profits. Also, don’t be preachy. That never sits well with the under-25 audience.”

Shobha Vasudevan, Head - Enterprise Communications and PR, Dell said, “Devising a strong strategy is the most efficient way to not only communicate the brand’s overall messaging, but also ensure that these messages reach the people in the most interesting, relatable, and easy-to-understand formats. Currently, communication technologies are enabling out-of-the-box ideas for brands to reach their target audiences. Be it AI, VR, or a metaverse event - with audiences responding well to impactful campaigns, technology-driven communication is set to become competitive. For brands who want to see success for their campaigns, leveraging new trends would be critical. While conventional tactics are helping, they do have their limitations in the current age of communications.”

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Ranbir Kapoor becomes Myntra’s brand ambassador

Ranbir will be seen in Myntra’s latest brand campaign, along with Kiara Advani

By exchange4media Staff | Feb 6, 2023 1:26 PM   |   3 min read


Myntra has announced the appointment of actor Ranbir Kapoor as its brand ambassador. Ranbir will be seen focusing on men’s fashion wear, in Myntra’s upcoming brand campaign slated to go live shortly. The brand’s existing ambassador and fashion icon, Kiara Advani, will continue to drive awareness about the women’s western wear category.

“Ranbir will be seen as part of Myntra’s upcoming brand campaign 'Be Extraordinary Everyday’, which is aimed towards positioning Myntra as the destination that enables people to elevate their everyday fashion and style with access to the best of branded fashion. Myntra’s association with Ranbir will help the brand tap into his popularity and national appeal. His personal style and admirable persona, is set to build and deepen consumers’ salience with Myntra, driving conversations across metro and non-metro audiences as well as help elevate the fashion choices of his expansive fan base,” the company said.

Ranbir Kapoor joins an ensemble of superstars which includes Kiara Advani, Tamannaah Bhatia, and Vijay Deverakonda in representing Myntra, further strengthening the platform's connect with the nation's cinema landscape, positioning Myntra as the go-to destination for the latest on-trend looks and fashion.
Kiara Advani has been the brand’s ambassador since 2020, enabling Myntra to penetrate in the diverse demographics of the nation owing to her immense fanbase. The remarkable string of successes for films like Shershaah, Bhool Bhulaiyya 2, Jugjugg Jeeyo and the latest release, Govinda Naam Mera, have further elevated her popularity, in addition to establishing her amongst the most influential fashion icons of the nation and an inspiration for fashion-conscious people.

As part of this campaign, Myntra will also engage with top influencers from across India, to create exciting and relevant content to connect with consumers including in non-metros.
Speaking on the announcement of the brand ambassadors and the initiation of the brand campaign, Sunder Balasubramanian, CMO, Myntra, said, “Ranbir embodies the spirit of Myntra as a creative force shaping the world of fashion today. He is a true original, who has been a part of some of our previous brand films, and now we are thrilled to continue our collaboration officially by welcoming him as the new face of Myntra. He is not only a style icon but also an inspiration to the youth and we are looking forward to reaching out to his fan base across the country.”
Speaking of the association, Ranbir Kapoor said, “Fashion continues to play a huge influence in my life. For those who know me the best, I am more of a classic and everyday ensemble kind of a man. I am absolutely honoured and delighted to be associating with Myntra. Our collaboration will enable the best of everyday fashion for my fans through the best of branded fashion made easily accessible by Myntra. Super excited for this one.”

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e-Commerce growth gravitating towards India’s tier cities

Guest Column: Shankar Shinde, Chief Commerce Officer, VMLY&R India, analyses the factors that will be key in the expansion of the country’s e-Commerce business

By exchange4media Staff | Feb 6, 2023 8:49 AM   |   6 min read

VMLY&R India

The pandemic changed the way we Indians shop, with research showing more than half i.e. 53% of the consumers from non-metros now prefer online shopping, and 80% of Indian consumers prefer to shop from their smartphones. This shift means that the first time a consumer discovers or interacts with a brand it is almost certainly online.

India’s direct-to-consumer e-commerce market is expected to reach $100 billion-plus by 2025, a 32-times growth over 2023.

The focus will shift from Tier 1 cities to Tier 2 and Tier 3 cities with online shopping going deeper – it still has a lot of juice left. eCommerce growth is primarily going to be led by shoppers from Tier 2 and Tier 3 cities. This will be with continued online migration of key categories, including fashion and grocery.

Vernacular Voice searches, Social Commerce, Direct-to-Consumer brands, Conversational Commerce and Digital payments will play a pivotal role in e-Commerce growth.

Voice will be stronger in vernacular

To facilitate growth beyond metros, many e-commerce companies have enabled voice-based shopping, providing language options to make ‘Bharat’ shop online with as much ease as their metro and urban counterparts.

Video content, voice search, and localization will take precedence in 2023 and beyond. Localization through the use of vernacular and visual content will be the key to winning over customers in Bharat, beyond the metro. The adoption of languages will be beyond English and Hindi to Tamil, Telugu, Malayalam, Kannada, Bangla, and Marathi.

1. Social Commerce

Social media users in India are expected to grow to around 448 million in 2023. A direct beneficiary of this rapid rise of social media users of course is social commerce. Social commerce or buy-sell via social media has been steadily gaining popularity in India.

• Building a brand around communities: Social commerce is not like any other sales where buy-sell is more transactional. Social commerce is developed around building a community – a dedicated base of followers or ‘fans’ who admire the brand, comment and talk about it, and even share and promote them. Because social commerce mostly uses influence marketing, a strong base of the community is built around a brand within a span of time.

• Authentic feedback: Because the products are present on social media and there is a community connect, the feedback system is strong and usually authentic. Social commerce also leads to a much more engaged shopping.

• Growing along: Artificial Intelligence-driven sales are here to stay. As social commerce grows, industries that are directly linked with it including logistics, warehousing, and other sales channels of storage and delivery too will continue to grow.

2. D2C

The Indian D2C industry continues to grow, buoyed by rising awareness and consumers’ willingness to experiment. Projected to grow by 21 per cent, the D2C industry size in 2023 is all set to cross the $66 billion mark.

• Bharat - A focus is on fashion brands: According to reports that looked at sales over the 2022 Diwali season in India, Tier 2 and Tier 3 cities are the main driving forces behind these purchases, accounting for 64 per cent of all consumers who made transactions. During this phase, almost 125 million customers placed orders across platforms, helped by Tier 2 cities, and growth was driven by fashion in these markets. One of every five orders placed here was for ethnic wear like a Kurti or saree. Meesho’s recent sales saw nearly 60 percent of sales coming from Tier IV cities. Demand from ‘Bharat’ will only rise and D2C brands will play an important role in fulfilling this demand

• Marketplaces - Attract International Brands: The beauty and personal care sector saw a declining trend in 2022, with the market contracting by almost 11 percent year over year as a result of lower expenditure after the pandemic. However, online stores like Nykaa attracted at least 30 foreign brands to India, which currently accounts for 15-20 percent of its total income. At least 60 percent of sales were recorded from Tier 2 and Tier 3 cities in the beauty and personal care market

• In 2023, the BPC segment is expected to grow to $27 billion, D2C brands can plan ahead and benefit from this surge

• Bargaining Tools – Increase Engagement and Conversion: Shoppers love to bargain. Earlier, it was possible only when selling offline, but with the latest tools, you can let your shoppers bargain online too! Kari by Kriti uses this selling technique efficiently. Brands are also adopting gamification tools to increase engagement and sales. Tools like a discount spin wheel can be used to surprise users with an instant discount and further improve sales

3. Conversational Commerce

Conversational commerce is about using messaging apps and platforms to connect with customers and promote products and services. It’s big on convenience because it’s about reaching shoppers on their favored communication platforms, this will be via:

• Live chat: Live Chat Service allows brands to reach and help customers while they browse the retailer’s website. By using live chat apps, customer support agents will assist multiple customers simultaneously, offering highly personalized advice and support

• Messaging apps: Instant messaging platforms like WhatsApp and Messenger are a kind of live chat, except they don’t have to take place on your website. By allowing users to share rich content formats like videos and gifs, they make for more natural, engaging conversations

• Chatbots: A piece of software used to answer consumers’ questions via text-based messages, typically through on-site chat portals. Capable of handling multiple consumers at once, 24/7

• Voice assistants: Tools like Alexa and Google Assistant will be leveraged to provide consumers with immediate answers or direct them to your website

Whatever platform you use, the benefits to customers are clear. After all, wouldn’t you rather wait a few minutes for a reply on WhatsApp than spend 10 minutes listening to hold music?

4. Digital Wallets

• Rise in adoption of QR codes: QR code payment users are expected to grow beyond 2.2 billion in the next two-three years. Cash was leading in-store payment up until 2021, at around 38 percent of value, digital wallets were at 25 percent, and credit/debit cards were at 18 percent. This equation will change with the mass adoption of QR codes at the point of sales

• Buy now pay later: The Buy Now Pay Later (BNPL) financing option has been a win-win at both ends. Buyers can purchase expensive items without breaking the bank while brands can count on higher conversions by asking for lower initial payments. As per the industry report, the growth of BNPL payments is expected at a CAGR of 28.9% during 2021-28.

(The views expressed here are solely those of the authors and do not in any way represent the views of

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It's fabulous to see Reebok go global: Joe Foster

Foster, the Co-Founder of Reebok, looks back at the footwear brand's long and eventful journey

By Anjana Naskar | Feb 6, 2023 8:30 AM   |   4 min read


Joseph William Foster (Joe Foster), the Co-Founder of Reebok, recounted the remarkable journey of the legacy shoe brand in his book – Shoemaker. During his first visit to India, Foster takes us through Reebok’s journey, the challenges he faced while setting up the shoe brand, and the inspiration that led him to write a book on it.

What inspired you to write a book about your journey?

I stepped back from Reebok a long time ago. We didn’t have computers or smartphones in those days. Everywhere I went, we used to read and write letters, as we didn’t have emails back then. So when I stepped back from Reebok, I decided that I’ll visit the beautiful island of Ten Reef, as I wanted to lay back and enjoy life. But then of course, all this new technology came in, we got computers, smartphones, Google and Wikipedia, and they were telling me how Reebok was started, but that was little truth to it. There was also a photograph of Joe Foster, Founder of Reebok, floating on the internet, which was not me. So all that misinformation prompted me to write my story. We had to tell our story otherwise, there would be a lot of stories of Reebok’s inception.

You faced a lot of hardships in the initial stages of Reebok before it became a global brand. What was your mindset, and how did you keep yourself optimistic when things were not so good?

When you have a business, you want it to do well, so you see what the opportunities are. Could we ever become a number one brand? Well, you don't believe it at the time because you're still taking those first steps. But I think the beautiful thing about Reebok and about the sports footwear business is that it is very visible, and you mix with people, athletes, and personalities. Hence, it's an exciting business to be in. So, the excitement led us to take those next steps and we got lucky. Of course, we got lucky. You work hard, but you need a bit of luck as well.

In your struggling days, you and your brother had to live in your shoe factory, we’ve also read that the machines were placed on the edge of the stairs as the floors were not strong enough to hold the weight of the machine…

Well, when you are young, what can go wrong? You're just young and could do anything, we were totally unflappable. That was it, we knew we could it. I sometimes look back and ask myself that question.

Tell us about Reebok’s journey in India. How important was India in Reebok’s global journey?

I think Reebok has been quite a large brand in India for some time. Regrettably, this is my first time here; I should have been here earlier, but we’ve made it at last. It is fabulous to actually see the brand go global. I would've been in India much earlier, but sometimes politically things don't work that way, you have to have partnerships in order to set up. The brand came to India when, I think, I was still running the business. We got the brand global because having brought it to the American market, it really gives you the opportunity to go to other places. So, that was the springboard, to have the brand go global and India was part of that.

Also, it feels incredible to come and talk to people who remember that breakthrough. We remember when Reebok first came in and how big it was, and we think it's still very big in India and will get even bigger. Earlier today, we met with the new licensee for India, and we are going to see the team, so, this is going to get exciting. I am excited to visit Bangalore to see them. I think it's good that the brand is now owned by Aditya Birla Fashion and Retail; this is providing the brand with the opportunity for Reebok to come back and grow.

We see a rise in entrepreneurship and a lot of start-ups are coming up in India, but the journey is never easy. What's your message to those aspirational entrepreneurs and those who are not yet into entrepreneurship but are thinking of taking that leap of faith?

To anyone who wants to become an entrepreneur, I would say just keep your optimism alive, and keep trying. Don't worry about failure. Failure is just that challenge you may need to keep yourself going. We did it, we went from running to aerobics. We saw that wide space that is different, and if you keep working hard enough, and you keep looking around, you keep that optimism, you will find your space. But you have to keep looking for it. 

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Former Spencer's Retail CEO & MD Devendra Chawla joins GreenCell Mobility as CEO

Chawla has over 26 years of experience, holding various leadership positions

By exchange4media Staff | Feb 5, 2023 5:56 PM   |   1 min read

Devendra Chawla

Devendra Chawla, former Chief Executive Officer and Managing Director of Spencer’s Retail has joined Eversource Capital-promoted shared electric mobility player GreenCell Mobility as its new CEO. He will report to the company's board.

Chawla had joined the RP Sanjiv Goenka Group in 2019 for a three-year term; he recently stepped down from his role. Prior to joining Spencer’s Retail, he was the Chief Operating Officer of Walmart India.

Eversource Capital Vice Chairman - Everstone Group and CEO Dhanpal Jhaveri said Chawla's experience of successfully leading many customer-centric businesses will help GreenCell grow into India's leading green surface transport company.

Chawla has over 26 years of experience, holding various leadership positions, including CEO of Future Consumer Ltd (FCL) and Group President - Food, FMCG, Future Group. He had also served as the CEO - Food and Business Head for private brands (Future Group). He also had stints with Coca-Cola and Asian Paints.

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Amazon eCom biz in India will turn profitable: CEO Andy Jassy

The company has posted 8.5% revenue growth for last quarter of 2022, beating expectations

By exchange4media Staff | Feb 4, 2023 11:49 AM   |   1 min read


Amazon's eCommerce investments in India will in time become large and profitable for the company, CEO Andy Jassy said during the company's earnings call, as per media reports.

Amazon has posted 8.5% revenue growth for last quarter of 2022, beating expectations.  

Jassy further said that the company was looking at ways to further cut and streamline costs.

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Ranveer Singh to be the face of Nutella in India

The association was announced with a video in which the actor ‘proclaims his love for the brand’

By exchange4media Staff | Feb 4, 2023 8:33 AM   |   2 min read


Nutella has signed actor Ranveer Singh as its brand endorser for the Indian market.

Singh will promote the Nutella brand across digital and offline marketing channels as well as be an active part of their various campaigns.

Nutella India made the announcement in collaboration with the pan-India star Ranveer Singh’s social pages through an entertaining video, where the actor is seen engaging in a rapid-fire round on ‘what comes to my mind when….’ and proclaims his love for the brand.

In addition, to celebrate the association and the announcement, Nutella in India is also doing an online limited-edition Nutella jar featuring Ranveer Singh on the label as a giveaway to fans of Nutella and the star. Interestingly, the jar is packaged in a box that when scanned under a curated Instagram AR lens, triggers the actor in an augmented reality avatar on top of the box and is seen delivering a special message on this collaboration.

Speaking on the collaboration, Zoher Kapuswala, Marketing Head, Nutella brands, Ferrero India Pvt Ltd. said, “We are delighted to have Ranveer Singh onboard as our brand endorser for the Indian market. His personality exemplifies energy which is in absolute sync with the brand’s ethos. This, combined with his famous love for Nutella makes this announcement even more exciting for us. Leveraging the actor’s strong connect with our consumers, we have a lot of exciting engagements lined up with Nutella.”

Ranveer Singh commented, “I am excited to announce my association with Nutella. Nutella has always held a special place in my heart. I’ve been a fan ever since I was a child and my love for it has only grown over the years. I am stoked to be part of the Nutella journey in India and help bring alive their vision of making tasty breakfast and desserts.”

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Pathaan: How Epigamia and Emaar Properties are enjoying the spotlight

The two brands have been featured in the film, which has already raked in Rs 700 crore at the box office

By Tanzila Shaikh | Feb 3, 2023 7:42 PM   |   4 min read


I love sugar-free yogurt, says Shah Rukh Khan as he and Deepika Padukone plan a heist in their recently released much-awaited blockbluster film Pathaan. This one line by Shah Rukh has, arguably, created more buzz for dairy brand Epigamia than any marketing strategy would ever have. Same is the case with Emaar Properties. The actor has a big fan following in Dubai and so an association with the film for a scene in the country was an opportunity not to be missed for the real estate company.While Shah Rukh was shown relishing Epigamia for nearly 40 seconds, Emaar Properties has been featured during a fight scene in the spy thriller flick.

Brand integration has always been an interesting channel for brands to make a mark in the audience minds who watch their favourite stars in the theatres with undivided attention.

In Pathaan’s case, feels Lloyd Mathias, Business Strategist and Angel Investor, the association will create an impactful recall value for the two brands in the minds of consumers. "A very positive rub-off happens to the brand when it has associated itself with a movie that has stars like Shah Rukh, Deepika, Salman and John. It will be a lasting product in the consumer's mind. Such associations bring a lot of value for the brands as consumers have an active mind while watching movies in theatres."

Sharing how such associations help brands, Nisha Sampath, Brand Consultant and Managing Partner, Bright Angles Consulting, explained, "Today people are noticing product placement and people talk about it. People are aware and that also helps brands to get into conversation into a larger cultural context. There is some degree of awareness that is getting generated at a much more value for money preposition than taking the celebrity themselves, signing up a contract. So it’s a very cost-effective way to leverage upon."

She added, “The integration can be done in a way that it can get the brand into pop culture. One great example is ‘Munni badnaam hui’ song that used the name of Jhandu Balm.

So as Pathaan goes on to have a dream run at the box office with a collection of Rs 700 crore so far and with people standing in queues to catch the spy thriller, we are sure the two brands are enjoying the spotlight and their share of fame.

Talking about advertisers’ interest in the movie, Rajender Singh Jyala, Chief Programming Officer - INOX Leisure Ltd, said, “The release of Pathaan is not only drawing audiences to the big screen, but also a significant number of advertisers are looking to tap upon the hype around the movie. We are witnessing a renewed rigour among the advertisers, which is only getting better with the release of this film. The entire country is looking forward to this much anticipated release, which is an absolutely encouraging sign, not only for the cinemas, but also for the entire film industry. The way the Bollywood craze has come back to life, augurs well for us, and we are sure that the content line-up in the near future would sustain this hysteria."

Meanwhile, talking about how the film is being loved by all, Gautam Dutta, CEO, PVR Ltd., said, “While we had a phenomenal opening of Pathaan with advances of close to 5 lakh admissions for the first long weekend. We expect the film to surpass this figure in the first day of the release itself. The movie has a national appeal, including south India where it is being dubbed in Tamil and Telugu. Post the pandemic, this is the first original Hindi movie that has generated such a good response. Dubbed Hindi versions of regional movies have been doing well though.”

“While regional movies performed exceptionally well post-pandemic, the underperformance of Hindi films due to multiple factors did impact the industry-level collections.  The trend is likely to change with a robust pipeline of Hindi Movies in 2023. Keeping in mind the buzz index and the star cast of the mega-blockbuster movie, brands have shown appreciable interest to advertise. Tent pole movies like this will certainly give an upswing to cinema advertising in the next fiscal to reach pre-pandemic levels,” he added.

Devang Sampat, CEO of Cinépolis India, echoed the sentiment. “Pathaan is being received extremely well by audiences. We have seen record advance bookings and the first reviews are quite positive. We have had a number of big Bollywood hits this year, starting with The Kashmir Files and then the likes of Brahamastra, Bhool Bhulaiya 2, Drishyam 2 among others. Having said that, this movie is expected to create new benchmarks for the industry.”


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