MAM
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.”
Brands
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
