Indiantelevision.com Team

(17 March 2007 3:00 pm)

MUMBAI: UTV Motion Pictures latest cricket themed feature film Hattrick has provided a platform for big brands like Reebok and FedEx to hop on board.

GroupM's Broadmind Entertainment division has leveraged the link between their client Reebok and Hattrick for an in-film placement.

The UTV production sees female protagonist Rimi Sen fantasizing about cricketer and Dhoni which is manifested in the film through the Reebok-Dhoni ad (Coincidently, Dhoni is Reebok's brand ambassador). "But, attaching a 60 secs brand TVC to the film print after the censor certificate, impact of which is amplified by the virtue of the storyline and the theme of the commercial being in perfect sync," states the agency.

"Reebok's association with Hattrick which is the story of 'accepting your true self' brought out through the theme of "cricket" is strategic and seamless and has created a benchmark of sorts in qualitative integration. Also, the fact that "Dhoni" who endorses Reebok is so intrinsically weaved in the storyline, makes the Reebok placement a natural fit."

Express transportation company, FedEx has also secured an in-film placement. "Hattrick is a simple story about individuals committed to achieving their goals and their ultimate victory over adversities. We are very happy to associate with FedEx, who also believes in going that extra mile to make a difference in the lives of its customers," said UTV senior vice president, marketing and communications Siddharth Roy Kapur.

"We at FedEx are committed to delighting our customers and are constantly exploring ways and means to connect with them. We decided to tie-up with Hattrick, as the movie brings together the two greatest passions of our Indian customers," said FedEx Express VP India Jacques Creeten.

With Bollywood becoming the hub for multiple marketing opportunities, films are also finding newer ways to reach their viewers in India and abroad.

In addition to its theatrical release in India, UTV has inked a deal with Rajshri Media to make the movie available for download simultaneously on its website rajshri.com.

Catering to the NRI population which does not always have legally sound access to Indian films, Rajshri Media MD Rajjat Barjatya said, "The movie has been priced at $9.9, just like what we did for Vivah. Similarly the agreement extends to other upcoming UTV productions."