Smart Marketing: Car sales now through movie item numbers

There are some other examples as well like Yamaha in “Rab ne bana bi jodi”, Tanisq in “Jodha Akbar”, Kingston in “Gajini” and many more. The film based branding or ads are providing better result in comparison to traditional advertising in television. The reason can be the regional flavors.

Down South we have advertisement running in various languages like Telegu, Tamil, Malyalam etc. But where else we always consider north as hindi speaking belt. We hardly see any Ads in their regional language. The film based advertising provides the opportunity to reach the audience in their local language. Moreover no body has remote control at their hands to change the channel.  

Marketing products/ services in movies is a new concept in Indian cinema. And the marketeers have done pretty well. Talking about brand recall and brand perception building, can anyone who sees Katrina Kaif in a movie coming out of Frankfin Air hostess Insti ignore the first thought that comes out of her mind: that Frnkfin produces beaty talents like Katrina; it produces high fliers like Katrina and above all, it gives you a high flying career. Katrina embodies all that Frankfin has to offer to the aspiring ladies in India who want to join the airlines/ hospitality sector. Add to the that the perception that it will make you desirable.

I dont think it does anything less than a run alone ad campaign. But it reaches mass media more effectively.

The only thing is it should gel well with the theme in the movie.

 It’s really something innovative, all the brand functions combine to create product preference and to motivate purchases, although all don’t play equally in branding strategy.As a new brand, Sumo Victa initial branding emphasis will probably focus on developing brand awareness and differentiating the product.

 consider this analogy:

Looking back to the social scene of your high school days, which would you have preferred: a date with a person whose name you knew and respected, to Whom you were attracted, and with whom you felt trust and a sense of pride in the potential association; or a blind date who didn’t even come with an assurance from a good friend? In teen jargon, “Duh!” The answer’s a no-brainer.Faced with a selection, you and nearly everyone else opt for the safe choice. And the safe choice is the one you’ve heard of (awareness), the one that makes you feel good (emotional connection), the one with uniquely positive attributes (distinction), and the one you can rely on (credibility and trust).

The sale graph shows they establish interest, appeal, confidence, preference, and purchase motivation in &  future branding strategy will direct their efforts toward gaining strength in the current areas of weakness.

good idea! new connections with the audience are always welcome. as long as it is adding on the brand value and sales of the product, it is a good bet!

Meaningful brand activation is always welcome!!

Keeping brands in the vackdrop, surrogate use of ots communication is passe!! I have personally liked the Sunsilk marriage with Fashion and Priyanka. It certainly did wonders for the brand!! The film was a Madhur Bhandarkar film so the least the brand managers were assured of was SUCCESS!! That is a brilliant combination to start with.

SUMO as a utility vehivle has a large customer base and loyalty base in the b & C Town folks. Badi Gadi, jyaade log, jyaada paisa... its a very simple equation for them. The marriage of VICTA with its audience through a nhojpuri film is a good start of a very CONSUMER SPECIFIC campaign!! The viewers are the Tg and they ould do anything to BUY if they like the product. Plus show the actress in the song in some titillating gestures... the tongues start wagging anyways!! Good marketing ploy, good strategy!!

These kind of marriages are brilliant!! The one example that I vividly remember is the THUMS UP campaign with the film PLAN!! Not only did it resurrect the beverage but TASTE THE THUNDER was completely justified!! The film was explosive and the star cast simply thunderous!! All in all the brand, its message, its attitude and its eventual goal reached the right masses!!

I am all for this marriage!! :))

Good debate once again Jayant!

I agree