Brand Integration grows in Indian Cinema

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 ( and, Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.

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

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