Indiantelevision.com Team

(16 June 2007 5:30 pm)

MUMBAI: With the mushrooming of multiplexes and new media, Bollywood is extracting mileage through brand associations in the form of integrated campaigns and ground activities.

Brands like Lays, Parle Mango Slice, Godrej Interio and Calvin Kare's Spinz have associated themselves with this week's Yashraj Films' release Jhoom Barabar Jhoom.

P9 Integrated Cinema Activation has introduced furniture line Godrej Inferio for the first time into the movie space. DGM Cinema Activation Abhijeet Thakar says, "Godrej Inferio has till now used only traditional media for communication. Since it's a big-budget film from Yashraj, we're expecting maximum footfalls in the multiplexes."

Over a period of two weeks, the Godrej Inferio TVC will be shown at multiplexes in the metros onscreen as well as in the foyer. Within the premises, a 6x6 feet wall set-up will display pictures of an old kitchen and an office setup.

Phase one of the survey will kick off in December 2007 covering Chennai and Ahmedabad. The second phase will be launched in March 2008 and will cover cities such as Mumbai, Delhi, Kolkata, Bangalore, Pune, Jaipur, Kochi, Lucknow and Hyderabad.

The next batch of four cities will be decided and covered in the second year of the plan and four more will be included in the third year.

Before the movie starts, patrons would be invited to draw graffiti on the pictures. During the interval, the setup that had graffiti drawn all over them would be replaced and converted by the new setup of Godrej Interio office and kitchen furniture.

Godrej Interio associate manager advertising and sales promotion Khushnuma Jamasji says, "It's a big release and our target audience would be interested to experience both office and kitchen furniture within the premises."

Spinz range of deodarants would try to gain visibility in the form of kiosk set up within the multiplex premises. Says Thakar, "Over the two consecutive weekends, a couple will be dancing to the tunes of the film, on the 6X6 feet kiosk with a platform. Couples who match steps best with the dancers would be given Spinz gift hampers."

Calvin Kare Spinz product manager Sanghamitra Rath says, "The objective of the activity is to promote the two new fragrances of Spinz, namely hip hop and salsa. Both the names are in tune with the music of the film and our target audience."

Meanwhile, Group M ESP has conceptualized a campaign around Parle Mango Slice and Lays using television, print, radio and outdoor media.

Group M ESP general manager content and entertainment Rajeev Berry says, "We're involving users of these two products for an online contest where they would get a chance to meet the stars and watch the movie with them. Also, a code on the packets of Lays will entitle users to download wallpapers and win merchandise related to the film."