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/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories