“BOLLY BRANDING” ON THE RISE

The entertainment has remained the part and parcel of the human life for years. Hollywood is the flagship of all the entertainment of the world. There are versatile ways of entertaining the world. In course of time different sorts of human being joined the earth to teach and propagate entertainment to the world. Especially, in these days the Indian bollywood movies have touched the heart of every Indian across the globe.

A brands association with the bollywood movies is a rising trend. For obvious reasons, this type of association minimizes the risk element posed by infilm branding. Moreover, with technology advances, any brand can be placed in a suitable scene from the film after it is made.

Bolly Branding is a term introduced to bring about the combination of bollywood movies and the brands for their mutual benefits. To be very logical in explanation this type of branding activity results big screen joining hands with the small screen. The practice, is quite popular in Hollywood, is making its presence felt in Bollywood too, recent examples being

Parachute Hair oil from Marico and Sunsilk shampoo with movie Cocktail;

Nimbuzz with movie Kya Super Cool Hain Hum;

Nokia Lumia, Citizen Watches and Cadbury Bournville with movie Dark Knight;

Amul macho with the movie Agent Vinod;

Montecarlo Celebrates the movie Barfi ;

Lakme, Head and Shoulders, Monarch, Universal, Cera, Rupa, Jealous21, Sugar Free and Cocoberry have associated with the film Heroine &

Thums Up and Suzuki with movie Ek Tha Tiger.

I have enlisted in details the style in which brands carry out BOLLY BRANDING

MOVIE NAME: - Cocktail

RELEASES ON: - 13 July 2012

ACTORS: - Saif Ali Khan, Deepika Padukone and Diana Penty

DIRECTOR: - Homi Adajania

Deepika in Cocktail: A vision to behold

Deepika plays the role of a character named Veronica in the film, a girl who looks like a million bucks, and knows it. Confidence drips from her as she struts around in her casual day wear and sexy party wear.

Sunsilk a famous hair nourishing cosmetic company came to with an ad campaign “When you have thick hair like Veronica’s, you can style it anyway you want! GET Veronica’s cocktail style TODAY!

It said -If you want Veronica’s rocking look, just remember, the side ponytail style will only look good if you’ve got thick, healthy, voluminous hair. So make sure you’ve got Sunsilk Thick and Long shampoo and conditioner, which makes your hair look 2 times thicker.

MOVIE NAME: - Agent Vinod

RELEASES ON: - 23 March 2012

ACTORS: - Saif Ali Khan & Kareena Kapoor

DIRECTOR: - Sriram Raghavan

Where the previous ads of Amul macho really made you smile, this ad goes a bit far. The ad tries to be too funny, but actually it isn’t. Although the buildup of the ad is good and has humor in it, the end is disappointing. However, it does fit the tagline “Bade aaram se”.

Saif ali khan is probably promoting his own role from his upcoming movie Agent Vinod. He is dressed in an Amul macho and is cross questioning several people for the murder of the owner of the house. Of the four people he questions (including the owners wife) each of them has red liquid on their clothes (meant to be blood) and each of them has some reason for the blood to be there. Finally Saif begins thinking who will give the answer to the mystery. The dead owner then wakes up and points to his wife and says that she had done the murder. Saif ali khan then says the tagline “Bade aaram se”

MOVIE NAME: - Barfi

RELEASES ON: - 14 September 2012

ACTORS: - Ranbir Kapoor, Priyanka Chopra, Ileana D'Cruz & Rupa Ganguly

DIRECTOR: - Anurag Basu

This film brings about a concept of Co-branding. Co-branding has been there for ages but as picked up rapidly in resent few years. We can say it is utilization of two known brands to come up with a new product or service. Co-branding refers to use of two renowned brand names in a way that they can collectively offer a distinct product/ service that could not be possible individually. The success of composite branding depends upon the favorability of the ingredient brands and also upon the extent on complementarities between them.

“Montecarlo Celebrates Barfi”

This campaign is good example of co-branding activity between apparel brand Montecarlo Fashions Limited and UTV for the upcoming movie Barfi.

Montecarlo has come with an interesting campaign to promote its association with the movie Barfi and named it as “Montecarlo celebrates Barfi” wherein users answers few simple questions and get a chance to win Barfi movie passes which will be facilitated by Montecarlo. The gratification is a mixture of Barfi movie passes, Barfi CD’s and Montecarlo merchandise.

Montecarlo has also come up with a co-branded TV commercial currently promoted on all the television channels.

MOVIE NAME: - Ek Tha Tiger

RELEASES ON: -15 August 2012

ACTORS: -Salman Khan, Katrina Kaif, Ranvir Shorey , Girish Karnad & Roshan Seth

DIRECTOR: -Kabir Khan

In Ek Tha Tiger, Suzuki in-film branding is being complemented by a TVC and a contest. The film has also associated with Ireland Tourism, close on the heels of the Spain Tourism-ZNMD success. Ireland Tourism has its hopes pinned on Salman Khan, considered an opinion leader, and a TVC around the film has just gone live. Suzuki has launched the ‘Ek Tha Tiger, Ek Hayate’ campaign, which offers Suzuki Hayate buyers a chance to meet Salman Khan in person. Six winners will meet Khan in Mumbai and one of them will get a free Suzuki Hayate motorcycle. The campaign has reportedly received tremendous response.

You might be aware that the Toofani campaign being carried out on all television channels all across the country. Coca Cola officials (Thumbs Up’s parent company) are ready to confirm the deal with Salman. Recently, Salman Khan had everything but not a cola brand to endorse. The wait however is over as we hear the man has been roped in for Thumbs Up’s ‘Aaj Kuch Toofani Kartey Hain’ campaign.Only time will tell if Salman really is seen endorsing this fizz! I must also add, that Thumbs Up also went in to a brand association with Ek Tha Tiger.

MOVIE NAME: - Heroine

RELEASES ON: - September 21, 2012

ACTORS: - Kareena Kapoor, Arjun Rampal, Randeep Hooda, Shahana Goswami

DIRECTOR: - Madhur Bhandarkar

Women-centric films have caught the right attention in recent times, thanks to unique content and strong roles. But for Heroine, Kareena Kapoor has gone a step ahead and managed to bring as many as eight brands on board – said to be the most for any female-oriented Hindi movie so far.

Lakme is launching Heroine branded makeup under the Absolute range, endorsed by Kareena, and apparel brand Jealous21 will introduce a special clothing line inspired by the clothes worn by Kareena in the movie, which narrates the behind-the-scenes life of an actor.

Lakme, Head and Shoulders and Monarch Universal are the brands Kareena endorses and have associated with the film, apart from others like Cera, Rupa, Jealous21, Sugar Free and Cocoberry which have come on board for in-film integration and various media associations.

These all above mentioned array of cases bring about the clear scenario of branding of the new era. These are the strategies that the brands are executing in order to gain maximum coverage over the minds of the audience.

Starting from munni ki badnami to life ki naughty kahani yeh halkat jawani brands have associated themselves with the upcoming movies and have gained remarkable results.