Brands
Brand Integration grows in Indian Cinema
MUMBAI: As the new Rs 200 crore club emerges in Bollywood, it’s also been a strong year for brand integrations in films. Krrish 3 has revolutionised Bollywood content with the most number of brands ever having been integrated in a film. Mates India, a well-known brand integration, film marketing and celebrity management firm, was behind weaving in five brands – Cadbury Bournvita, Flair pens, Tata Manza, Fortis Hospital and Forever Jewelry into the film. And the jobs of Sooraj and Darshana Bhalla don’t end there as post the integration; merchandising has also become an equally important marketing tool in today’s day and age.
Cadbury Bournvita for example was not only the drink consumed by Rohit in the film while he works in his science lab but as consumers we soon saw special Krrish Bournvita packs on the shelves in our grocery stores. A fly with Krrish contest was implemented which would create a direct connect with the consumer and also allow for the winners to meet Hrithik Roshan one on one if they happen to be one of the lucky winners. Such activities not only benefit the brands but also help the film maintain its shelf life beyond the first weekend. Promotions and ads around the integrated products (ex: Krrish Flair pens) keep the buzz around the film alive and hence it becomes a mutually symbiotic relationship.
Bridging the gap in this relationship is a firm like Mates, which finds the right synergies and creates opportunities for both the films as well as the brands. Talking about the changing trends, CEO Sooraj Bhalla says, “It has been amazing to see how over the years content and advertsing are seeping seamlessly into each other and providing for a great viewer experience. Krrish 3 has been a very ambitious project for brands too. The belief and the vision has paid off.” Besides Krrish, Mates has worked on integrating content in many other films such as Race 2 (Audi), Yeh Jawani Hai Deewani (MakeMyTrip.com and Jabong.com), Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.
By Dolly Bhatter, publicist by profession (PR and CEO of a PR firm)
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
