MAM

Brand Integration grows in Indian Cinema

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2015/10/28/Untitled-1_6.jpg?itok=nG1hknnn

MUMBAI: As the new Rs 200 crore club emerges in Bollywood, it’s also been a strong year for brand integrations in films. Krrish 3 has revolutionised Bollywood content with the most number of brands ever having been integrated in a film. Mates India, a well-known brand integration, film marketing and celebrity management firm, was behind weaving in five brands - Cadbury Bournvita, Flair pens, Tata Manza, Fortis Hospital and Forever Jewelry into the film. And the jobs of Sooraj and Darshana Bhalla don’t end there as post the integration; merchandising has also become an equally important marketing tool in today’s day and age.



Cadbury Bournvita for example was not only the drink consumed by Rohit in the film while he works in his science lab but as consumers we soon saw special Krrish Bournvita packs on the shelves in our grocery stores. A fly with Krrish contest was implemented which would create a direct connect with the consumer and also allow for the winners to meet Hrithik Roshan one on one if they happen to be one of the lucky winners.  Such activities not only benefit the brands but also help the film maintain its shelf life beyond the first weekend.  Promotions and ads around the integrated products (ex: Krrish Flair pens) keep the buzz around the film alive and hence it becomes a mutually symbiotic relationship.



Bridging the gap in this relationship is a firm like Mates, which finds the right synergies and creates opportunities for both the films as well as the brands.  Talking about the changing trends, CEO Sooraj Bhalla says, “It has been amazing to see how over the years content and advertsing are seeping seamlessly into each other and providing for a great viewer experience. Krrish 3 has been a very ambitious project for brands too. The belief and the vision has paid off.”  Besides Krrish, Mates has worked on integrating content in many other films such as Race 2 (Audi), Yeh Jawani Hai Deewani (MakeMyTrip.com and Jabong.com), Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.



By Dolly Bhatter, publicist by profession (PR and CEO of a PR firm)

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ad.jpg?itok=pYWqIUIX
Ajay Devgn venture ny cinemas engages ccs for branding & cinema styling strategy

MUMBAI: NY Cinemas, a venture by Ajay Devgn, plans to launch a 100 new multiplex theatres across India in the next one year, and has entrusted Mumbai-based creative agency Colour Craft Studio (CCS) with creating a brand and cinema styling strategy that will give Indian audiences a never-seen-...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/gutenberg.jpg?itok=yVfRiv2x
Gutenberg Wins Gold in PR Asia Awards for 2018

Gutenberg, an award-winning global and integrated digital marketing communications firm, has been named a gold winner in the Public Affairs category by PR Awards Asia, an organization celebrating the most outstanding, inspired and successful campaigns, individuals, and companies in Asia-Pacific’s...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/luca.jpg?itok=pG-joEID
Mondelez International elevates Luca Zaramella as EVP CFO

Mondelez International has elevated Luca Zaramella, appointing him as EVP chief finance officer.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ranveer.jpg?itok=4IkMY_CR
Can Ranveer Singh breathe life into the Swiss tourism industry?

MUMBAI: Everyone loves a little vacation once a year. They say, Travel makes one modest, you see what a tiny place you occupy in the world. The tourism industry today is booming with the number of people travelling to foreign destinations witnessing a three-fold rise.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/pack.jpg?itok=cpHATQn6
Neha Kakkar pays Tribute to Friendship with Mindshare, Y-Films & Brooke Bond Red Label’s 6 Pack Band 2.0

Neha Kakkar, one of the most popular singers of this generation, known for her chartbusters like Chull, Kaala Chashma, London Thumakda and more has now extended support for mental health & disability by cutting a new single with a special needs band. The band created by Mindshare & Yash Raj...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/nucleus.jpg?itok=NN2IJQsL
Nucleus wins PR mandate for Zolostays

Nucleus Public Relation has bagged the PR mandate for Zolostays, a co-living solutions provider, as it looks to enhance its brand visibility in India. Zolostays offers affordable, fully managed accommodations, which include food, utilities and housekeeping services.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/pradeep.jpg?itok=fr8Pv-PV
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/goal.jpg?itok=0hBJnd6r
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/choice.jpg?itok=U7_vGu3m
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories