MAM
Columbia Tristar spins media blitz around ‘Hellboy’
MUMBAI: The lack of familiarity among Indian viewers with Hellboy is not stopping Columbia Tristar India from using the different media vehicles to create awareness about their latest product, which is based on a comic. The movie hits theatres on 14 May.
Going all out to unleash Hell…err ‘HellBoy’
Speaking to Indiantelevision.com, at the sidelines of an exhibitor convention for the western region last evening, the company’s marketing manager Harshavardhan Gangurdhe said that around 2000 spots were being used on television.
“This is the best way for us to reach our target audience. We kicked off the campaign on 18 April on etc. The other channels we have used include Star Plus, Max, MTV, AXN, Raj, ESPN Star Sports. The film has been dubbed in three languages: Hindi, Tamil and Telugu. The promos will run onto 22 May,” he offered.
The company has also tied with retail outlets across the country including Cafe Coffee Day, the Lifestyle Store and Shoppers Stop. Customers can read flyers and also answer questions that allows them the chance to win tickets and product merchandise like T-shirts. In addition, prominent hoardings will be used in the metros. Gangurdhe, however, said that for this, film buses and trains would not be used.
In a few days, mini road shows will kick off with vans visiting different locations in the metros. The company has also tied up with Airtel for an SMS based quiz contest. The cellular provider is creating awareness about the same through their newsletter. As far as radio is concerned, the company has tied up with Radio City, Radio Mirchi and Go. Online, the company has tied up with Indiatimes for a contest. Print ads have already started appearing in major publications. Around 70 prints of the film will be released.
‘Spiderman2’ to spread the morning sunshine
It goes without saying that the scale of activity will hit the roof when Spiderman 2 hits cinemas on 23 July. Partners that have already tied up include Pepsi and Kelloggs. The latter will come out with special boxes with Spiderman on the cover. This will give the film visibility at non theatrical outlets.
The cornflakes manufacturer will also give out merchandise. Sony Ericcson will be conducting a huge promotion. Spiderman mobiles with games and ringtones will swing into town closer to the films opening date. Ganghurde claimed that the film had an 88 per cent awareness rate despite the fact that there were still a couple of months to go before the big event.
Sandler’s a catch
“We would be expecting a 100 per cent awareness rate a week before the film opens. As far as our other products are concerned 50 First Dates with Adam Sandler and Drew Barrymore opens on 7 May. It is already playing to packed houses in Delhi and Bangalore. The familiarity factor is there which is not the case with Hellboy. People know who Adam Sandler is because of films like Big Daddy and Anger Management. So our marketing activity on this has been
comparatively less. The same goes with Johnny Depp who stars in the upcoming Secret Window. His brand name has grown because of last year’s Pirates of The Caribbean.”
Ditto for Johnny Depp
Another film that Columbia Tristar is banking on to pull the audience is Anacondas, which opens on 27 August. The trailer for the film reminds one of the first movie, which did big business in the country a few years ago despite being panned by the critics.
Ganghurdhe was also satisfied with the response that Peter Pan had received. “That was something that we timed keeping in mind the holidays when the children have loads of time on their hands.”
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
