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‘Piku’ piques brands’ interest for product placement

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MUMBAI: As many as six brands, a couple of them first timers, have inked a product placement deal with Multi Screen Media’s (MSM) recently released film Piku, which is directed by ShoojitSircar and stars Amitabh Bachchan, Deepika Padukone and Irrfan Khan.

The six brands namely Amul, Syska, Himalayan Water, PriyagoldSnakker, Jaypee Greens, and Mitashi have been placed it in the movie without disrupting the flow of the story. Of these, Syska and Himalyan Water are debutants in the space of product placement in movies.

Each of these brands communicates and highlights different aspects of the film. While Amul takes up the family space with its sub-brands Amul Milk and Amul Ice-cream, Syska talks about how gadgets help in keep us going in our busy lives via their Bluetooth and Power Bank Range. Himalayan Water, on the other hand, talks about the mantra of living natural in our ever so busy life, whereas PriyagoldSnakker talks about relishing the small and sweet moments of life.

The brands have also extended their partnership into a marketing tie-up on the ATL & BTL mediums. Brands like Amul, Syska, Priyagold Snakker and Mitashi have created co-branded TV spots and played it across various music, news, sports and general entertainment channels (GECs).

PriyagoldSnakker also created special Piku Chocolate Packs, which are being sold in the market. Himalayan Water supported the film via BTL promotions across their retail chains and also created special Piku Neck Tags for their bottles.

Gujarat Cooperative Milk Marketing Federation (GCMMF) managing director R S Sodhisaid, “We are happy to have associated with this fantastic, slice-of-life, family based, fun film. The association of the film with our most popular milk and ice-cream brand will appeal to all audiences across the nation. We have had several appropriate film associations in the past, which helped us connect with the audience in a better manner. We wish the movie all success.”

SSK Group of Companies director Rajesh Uttamchandani added, “Tie-ip with multi-starrer movie Pikuhas taken our brand to the next level and with Irrfan Khan as our brand ambassador and a leading protagonist in the movie, it makes this an apt choice. Aww! Entertainment has played a phenomenal role in making this journey successful.”

MSM motion pictures senior vice president revenues and marketing Vivek Krishnani said “Piku is uniquely positioned because it has appeal across different age groups, therefore it is important for the film to travel to diverse audiences across the country. The film has garnered interest across a cross section of brands who have found Piku to be an ideal platform to reach out to their consumers, who are also movie going audiences. We are glad to have Aww! Entertainment as one of our key agencies that have led some of our critical brand associations.”

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