SRK-Anushka starrer Jab Harry Met Sejal ropes in big brands
The much-anticipated SRK-Anushka movie is slated to release on August 4, 2017 and has attracted some of the biggest brands to associate with it. These comprise of potential brands that carry forward the theme of the film like Cox & Kings, Twitter and TBZ among others.
Published - Aug 3, 2017 7:34 AM Updated: Aug 3, 2017 7:34 AM
The much-anticipated SRK-Anushka starrer Jab Harry Met Sejal, slated to release on August 4, 2017 has attracted some of the biggest brands to associate with it. These comprise potential brands that carry forward the theme of the film. They have either been woven into the script of the film or are carrying campaigns on-air and on-ground to promote the movie.
Strategic brand associations and engagement
One of the strategic brand associations has been the partnership with mobile wallet major, MobiKwik. As part of the association, MobiKwik users can win free movie tickets, avail special cashbacks on film tickets and a lifetime opportunity to meet their favourite stars whenever they transact with the code ‘Harry’ or ‘Sejal’ till August 3, 2017. Another such association is with Raksha Entertainment and Manglmurti Films which have acquired the distribution duties of the movie.
Binda Dey, Head of Marketing at Red Chillies Entertainment said, “Jab Harry Met Sejal is a movie for all age groups, especially the youth. They form an integral part of the movie going audience. E-wallets are becoming vastly popular, as they provide on-the-go and convenient payment solutions. The idea behind the collaboration with MobiKwik is to offer our audience an easy-going cashless solution to make their movie watching experience smoother.”
The movie has also created a cluster of co-branded TVCs, contests and campaigns with brands like MobiKwik, Hindware, Mumbai Duty Free and Cox & Kings among others. Keeping in mind the theme of the movie, travel brand Cox & Kings has also introduced a romantic Europe package named after the film which covers the in-film destinations such as Prague, Budapest and Amsterdam
‘Ringing’ in the release with big brands
To establish the importance of the ring in the story, the makers have partnered with Twitter India to launch a custom emoji of a ring alongside the hashtag of the film. In each tweet by a user with the hashtags related to the film like #JabHarryMetSejal and #JHMS, the emoji of a ring automatically appears at the end. Jewellery brand, TBZ also launched the ‘Jab Harry Met Sejal’ ring campaign with a series of consumer centric initiatives with different interactive elements such as ‘Seek the Ring,’ ‘Meet and Greet with SRK & Anushka’ and ‘Limited Edition Box on Purchase of the Ring.’ More than 7,000 ‘Sejals’ from across the country wrote to SRK in response to the contests held.
Hitting the right notes
Popularizing the music of any movie is an integral aspect of movie promotions and associations. Taking this into view, the team of JHMS partnered with beer brand, Heineken to weave interactive contests for fans using already-popular soundtrack of the movie. The movie has also roped in MY FM, the radio division of Dainik Bhaskar, as the exclusive music partners. Commenting on the association, Viplov Gupte, Chief Programming Officer, MY FM, said, “We take immense pride and honour in being exclusive music partners for the movie, Jab Harry met Sejal, an Imtiaz Ali directorial. We are sure this association will work phenomenally well. Our marketing efforts coupled with working with the best in the industry, will result in outstanding achievement.”
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