MUMBAI: What better product to endorse a family film than a detergent! Leo Entertainment's latest ad-'venture' for television, cashes on that exact sentiment.
After jumpstarting the multi-million marriage between a movie and a brand with Sanjay Gupta's Kaante, the film marketing division of Leo Burnett India, has unleashed its latest major joint TV commercial for BR Chopra's family entertainer Baghban brand positioning Proctor and Gamble's detergent brand Tide.
A still from 'Baghbaan'
Already on air on the major Hindi entertainment channels, the TVC is picturised on Holi song filmed in the movie. Based on the same unique format as the previous Tide ads, the Baghban ad takes a climax point of the clip and adds a unique twist, a whitening experience so to speak.
Speaking to Indiantelevision.com, Leo Entertainment Head Sanjay Bhutiani said, "Coincidently while we were on a look out for brands to endorse Baghban, our client P&G approached us. After studying the previous ads we decided to brainstorm on Baghban."
Hema Malini in her spotless white
Apparently the creative was complete six months back, but Leo Entertainment managed to keep a lid on the television ad created. While the previous joint TV commercials have been launched pre movie release, Bagban-Tide ad was scheduled for the post launch period. "We were sure of the movie's success and therefore we wanted the association to build up post the movie launch," says Bhutiani.
The colourful Mr Big B
With the song 'Hori Khelat Raghuvira' from the movie, sung by Amitabh Bachchan, as the playback for the ad, the mood is set. The 44-second TVC shows the film's leading lady Hema Malini looking gorgeous in her spotless bright white attire joining in the colourful festivity along side Amitabh Bachchan. At the moment when she is just about to be sprayed with colour a tide pouch zooms across the screen and the audience sees a her outfit is even more sparkling white, thanks to the "Tide touch".
Whiter than the whitest white- Tide
"While we were planning the TVC, most of the movie had been completed except for the Holi scene. We then shot new scenes with Hema Malini and the troupe and merged it with scenes from the movie," says Bhutiani.
Apart from having orchestrated this deal, Leo Entertainment is all geared to work on its next venture for Amitabh Bachchan's new company AB Corp. Leo Entertainment will be developing brand strategies and advertising for all the forthcoming films produced by AB Corp. The first venture is Amitabh and Abhishek Bachachan starrer Ranveer. While the film is still in the scripting stage, Leo will be working on the promotional aspects as soon as the script is ready.
After the appreciation of the Darna Mana Hai promotions, Leo Entertainment will also be working on the promotions of the forthcoming movies from the Ram Gopal Varma banner. First in the pipeline is Ab Tak Chappan, which however, has no brand associations attached. Leo is in process of developing the advertising campaign for the film. Next venture is the mega project from Varma Corp - Ek. Rumored to be the most expensive Hindi movie ever made and reportedly budgeted at Rs 750 million, Ek is scheduled to launch next year. That apart, the company will be working on the promotional campaign for Varma Corp's upcoming Ab Tak Chhappan. Next to follow is Gayab. Both films will release before Ek.
