MAM

Kareena Kapoor-starrer Heroine gets eight brand associations

MUMBAI: Kareena Kapoor, who plays a stellar role in UTV Motion Pictures‘ Heroine has become favourite of different brands. In other words, it can also be said that she leads the brand race.


After The Dirty Picture and Kahaani, women-centric films have been garnering all the right attention, not just for being glamorous, but with great content and author-backed role, they are also collecting a moolah at the box-office.


But Kapoor has gone ahead and has managed to get maximum brands for her upcoming film Heroine. Trade pundits say she is ‘leading and coming at par with her male colleagues in the industry‘. Her much-awaited film has managed to get over eight brands on board. This is by far the most for any heroine-oriented film. Besides Lakme, Head and Shoulders and Monarch Universal for whom Kapoor already endorses, other brands like Cera, Rupa, Jealous 21 and the likes have also associated with the film for in-film integration and various media associations.


While Lakme is launching Heroine-branded makeup under the Absolute range endorsed by Kapoor, apparel brand Jealous21 will soon be launching a special clothing line inspired by the clothes worn by her in the film. Industry sources estimate at least Rs 15-20 crores of brand spends to be blocked for promotions around Heroine.


"My director Madhur Bhandarkar and producer UTV‘s vision is finally ready and I am glad I could live through Mahi the character. It‘s been an exhilarating experience and Madhur has pushed the envelope to bring out a strong performance from me. Heroine is a women oriented film and I am happy that brands today are open to associate with such films which was never the case before. The trend is changing and I‘m glad to have instigated it," said Kareena Kapoor.


Heroine has an author-backed role for Kareena and Madhur‘s zeal to make it the way he had envisioned has prompted many brands to see an opportunity worth associating. Even though it‘s a heroine led film, because of its sheer content and Kareena‘s strong brand recall, we have successfully managed to have key brands on board. The product placement is integrated with the film‘s storyline in a manner that is inherent to the narrative and accelerates the story further." Observed Disney UTV executive director - marketing, studios, Shikha Kapur.


It may be interesting to learn that the Vidya Balan-starrers Kahaani, The Dirty Picture and No One Killed Jessica had no brands associated with them, while the Priyanka Chopra-starrer Fashion had brands like Sunsilk, Lenovo, Reebok and Kimaya associated with it and the Sonam Kapoor-starrer Aisha had Loreal, Christian Dior Couture and DLF Emporio associated with it.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/mxus.jpg?itok=LmENWAyo
'17 IPL buzz doubled, Virat sliped six spots & Voda had most engaging content

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. This study has been done by Maxus Mesh – the marketing command center and dialogue engine that reads environmental signals in real-time.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Sandeep%20Dadlani%20and%20Mike%20Clayville.jpg?itok=SfrGBep_
IGS-powered Infosys Data Lake on Amazon Web launched

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services, announced the launch of the Infosys Boundaryless Data Lake offering powered by its Information Grid Solution on Amazon Web Services (AWS).The solution allows enterprises to do more with their data...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Joy%20Mohanty.jpg?itok=HCeHJDo_
Volini gets a #PatOnTheBack from Lintas

MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Susan%20Josi%20and%20Sangeeta%20Barde.jpg?itok=Cy_yR2Vn
Havas Health & You to broaden APAC offering with Sorento buy

MUMBAI: Havas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/asci.jpg?itok=7aeMmdUa
ASCI bags gold award for mobile app 'ASCIonline'

The Advertising Standards Council of India (ASCI) has bagged the gold award for their Mobile App “ASCIonline” to receive consumer complaints against false advertisement at the Global EASA Best Practice Awards 2016.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/icc.jpg?itok=ob5d-Vso
Maxus wins media mandate for ICC Champions & ICC Women’s World Cup

Marketing communications consultancy Maxus has won the media mandate in India for ICC Champions Trophy and ICC Women’s World Cup 2017 to help marketers build profitable relationships between consumers and their brands.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/NDTV-Mastercard.jpg?itok=vyHlQUrZ
Cashless Bano India movement launched by NDTV & Mastercard

NEW DELHI: 'Cashless Bano India', a campaign aimed at accelerating the adoption of digital forms of payments through an on-ground and TV campaign, has been launched to educate the masses about digital payment solutions and encourage its usage for everyday spends. This campaign launched by NDTV...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/23/domnic.jpg?itok=KjiuLvwm
Havas develops CTS transparent client facing programmatic solution

Client Trading Solution (CTS) - a game-changing programmatic solution that gives clients complete visibility and control over their campaigns – has been launched by meta programmatic solutions pioneer Havas Group to act as a control tower, offering clients complete visibility across trading desks,...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/23/mauresh.jpg?itok=q8a6GxkA
Mayuresh U. Dubhashi new executive creative director at Grey group India

Grey group India has appointed veteran advertising expert Mayuresh Dubhashi as its executive creative director.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories