Brand Fevicol benefited most from Dabangg 2 association, Ormax

MUMBAI: Fevicol leads the list of brand that tied up with Salman Khan‘s Dabangg 2, according to an independent study conducted by research agency Ormax Media.

Fevicol evidently benefited from the usage of the brand name in the popular song ‘Fevicol Se‘, featuring Kareena Kapoor with Salman Khan.

The study was conducted a week after the release of the film. As many as 12 brands had associated with Dabangg 2.

Following Fevicol on the list is Colgate Active Salt, which had run a contest called the ‘Colgate Active Salt Dabangg 2 Challenge‘ with Sonakshi Sinha.

Third on the list is Suzuki Hayate that is being endorsed by Khan himself. It had also run a multimedia contest with bikes as prizes.

The study noted that other brands like Thums Up, Gillette, Dixcy Scott and Fastrack could not milk the association because of which they did not register significant recall.

Meanwhile, despite having no association with the movie, Revital emerged as the brand with the strongest association with Khan. The consistent brand endorsement by Khan over the last few months ensured that it benefits from any ‘Salman Khan‘ event, including a film release like Dabangg 2.

Ormax Media CEO Shailesh Kapoor said, "Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations."

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