MAM

‘Mary Kom’ a hit amongst advertisers

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/09/04/pc3.jpg?itok=wjFthU5G

MUMBAI:  MC Mary Kom winning the Bronze in Olympics made news everywhere and so did the announcement of her biopic starring Priyanka Chopra. The news not only excited the viewers and audiences, but it has also thrilled the advertisers.

The marketing leaders found a perfect opportunity to be associated with the brand 'Mary Kom.'

The biopic has partnered with 20 brands including Havmor, Monte Carlo, Usha International, Artemis Hospitals, Edelweiss, Tokio Life Insurance and many more. Media channels like Ten Sports and India TV have also been incorporated in the movie.

Viacom18 Motion Pictures marketing head Rudrarup Dutta says, “Powerful stories like Mary Kom reaches out to all sections of society. It also touches the lives of people across demographics and interests. The story lends itself to collegial propositions with brands.”

“All the brands have been woven into the movie’s script,” he adds.

To leverage the integration, the brands too are promoting the movie through co-branded TVC, radio and digital contests. For instance, Mother Dairy has a TV campaign which promotes its product featuring Priyanka Chopra as Mary Kom.

Dutta says that the biopic became a sensation from the moment it was announced. “And due to its association with names like Viacom 18, Sanjay Leela Bhansali, Priyanka Chopra and Mary Kom, the brands were interested in getting attached to the name since day one.”

Even though Dutta did not comment on the cost of the movie or the revenue garnered by the brands, he mentions that the partnerships is giving the movie an impact value of Rs 20 crore - 25 crore.

In the past, too, films have incorporated brands in the script by giving them prominent visibility in scenes like Coca-Cola in Taal (1999) and more recently, Nokia in Chennai Express.

The film production house organised ‘Cineshorts,’ a short-film contest, which allowed aspiring filmmakers and documentary makers to submit five-minute long films on the theme 'Against All Odds'. According to the marketing head, this was purely a Viacom 18 initiative and the associated brands did not sponsor the contest.

On 5 September, Mary Kom will hit 1800-2000 screens in India and around 300 screens internationally. While Zee has the music rights, Colors has the satellite rights for the movie.

Viacom 18 earlier hit gold with a biopic on Milkha Singh and now hopes that it will be able to punch its way in box-office with Mary Kom.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Piyush_Prasoon.jpg?itok=SCLgUghV
Cannes Lions awards lifetime achievement to Piyush & Prasoon Pandey

MUMBAI: Ogilvy South Asia executive chairman and creative director Piyush Pandey and film director Prasoon Pandey will both be honoured with the Cannes Lions’ Lifetime Achievement Award, the Lion of St Mark.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Expedia.jpg?itok=kmyHvnv3
Expedia asks you to try it out

MUMBAI: Online travel agency, Expedia has launched its new ad campaign for Indian consumers themed- What a pleasant surprise! The ad conceptualised by Taproot Dentsu, the creative agency from Dentsu Aegis Network, aims to acquire new shoppers and customers to the site and get them to try Expedia.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/13/ashish.jpg?itok=HlTUycGQ
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/13/Horlicks.jpg?itok=E4OJGI1S
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/savlon.jpg?itok=394aS9Bm
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/M%20K.jpg?itok=lxg-i-zi
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/youtube.jpg?itok=j0JuH5zZ
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories