How Mission Mangal has been a big draw for brands

Several brands like Sonata, ixigo, Kajaria Ceramics and Peter England have formed associations with the movie with TVCs, Twitter creative and offers

e4m by exchange4media Staff
Published: Aug 16, 2019 8:24 AM  | 3 min read



Mission Mangal, a movie based on Isro’s Mars mission, hit the theatres across India on Independence Day. It features Akshay Kumar, Vidya Balan, Taapsee Panu and Sonakshi Sinha in pivotal roles.

The film right from the release of its trailer created the right amount of buzz on the internet and in the marketing arena. It successfully tied up with a host of brands as part of its marketing strategy, even before its release. Brands too saw this association as an opportunity to target the consumers.

Sonata, the watch brand, made a debut in film associations with Mission Mangal. The brand also launched a special collection called ‘Sonata - Mission Mangal Ladies Collection’. There are instances in the movie where the protagonists represent the brand.

Travel platform ixigo has also associated with the movie as the official brand partner. Speaking about the partnership, Shuchi Chawla, Head Brand Marketing, ixigo, said: “We actively experiment with in-film branding and believe it is a good opportunity for brands to create a strong recall. It also helps brands like us to break the clutter and reach out to the right target audience in a cost-effective way.”

As a part of the association, ixigo is running a special campaign offering users a discount of Rs1,000 on flight bookings by using the code ‘MANGAL1000’ on the platform.

While Kajaria Ceramics too launched a TVC featuring Akshay, Priyagold Butter Bite released a TVC comprising three women actors from the movie. Kajaria Ceramics Ltd also posted a creative on Twitter with the tagline #DeshKiMitti Se Aasman Tak, Ab Koi Manzil Door Nahi.

“The film highlights unsung heroes of Isro, and in doing so is also narrating one of India’s biggest success stories. That fits in very well with Kajaria’s philosophy of celebrating Indian achievements,” said Rishi Kajara, MD, Kajaria Ceramics.

Peter England also partnered with Akshay, the lead actor, who plays the role of Rakesh Dhawan. To commemorate the partnership, the brand unveiled a limited edition - Mission Mangal Collection - across leading stores in the country along with a 30-second co-branded video in over 2,100 cinema screens, televisions and digital platforms across India. The association is unique owing to the coordination between Peter England, Fox Star Studios, Cape of Good Films, Hope Production and MATES - the entertainment unit of Madison World.

Manish Singhai, Chief Operating Officer, Peter England, said: “Peter England’s brand philosophy has always reflected a winning mindset. The brand is devoted to create an unparalleled fashion experience at an unmatched value. In the movie, Akshay Kumar exudes a sense of winning style that is fashion-forward, aspirational and innovative. We are delighted to translate the same energy and style through our Mission Mangal collection. Our journey with this movie is a well-stitched partnership, a brand story which values commitment to craftsmanship. The whole mood and narrative around the protagonist brings the character out with perfection.”

The movie, directed by Jagan Shakti, is based on real-life scientists, who contributed to India's first interplanetary expedition - Mars Orbiter Mission (MOM) - launched by the Indian Space Research Organisation (Isro) in 2013.

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