MAM
‘Salaam-e-Ishq’ woos ‘love lost’ marketers
MUMBAI: With every new Bollywood movie release comes a host of marketing opportunities and here’s yet another. Salaam-e-Ishq which releases today 25 January, has roped in an array of marketers to join the bandwagon and ride the hype of the film.
The film has lined up marketing and promotional tie-ups with Ira Diamond Jewellry, ICI – Dulux-Inspira and Yatra.com, as well as with Zee’s Cinestar Ki Khoj and ESPN’s Premier Hockey League and English Premiere League.
Apart from this, Times Now and Cafe Coffee Day branding has been incorporated into the film via in-film integration.
Madison’s entertainment unit Mates, was instrumental in initiating an in-film and co-branded promotion for Ira Diamond Jewellry. They suggest that the fit is a natural integration as the core proposition of Ira Diamonds is to make occasions of gifting, proposing and engagement, special and memorable, situations that have been been portrayed in real life situations in the film.
Also tying into the theme of ‘love,’ are ICI Dulux with their new range titled Dulux Inspira Cashmere Finish and online travel portal Yatra.com. Inter mingling the theme and the brand focus is a co-branded Dulux TVC that promotes the movie by signing off with the line, “Salaam-e-Ishq to the shades of love”.
Additionally, Yatra has adopted the contest route with the ‘Kebab mein Haddi’ offer, implying that winners that book their holidays via the website can win a chance to meet any of the ‘love struck’ pairs.
In a deal with broadcasters Zee and ESPN, the movie will be promoted with on two episodes of Cinestar Ki Khoj and during the Premier Hockey League and English Premiere League.
Two special episodes of Cinestar Ki Khoj will be graced by the movie pairs Akshay Khanna and Priyanka Chopra, Anil Kapoor and Juhi Chawal as they speak about their experiences during the making the film, while participants sing the songs from the movie. Additionally, special promos were created using footage of the movie and aired across Zee, thus promoting the show.
Apart from this, special promos were also created with Anil Kappor and Akshaye Khanna cheering and encouraging the Premier Hockey League teams. While John Abraham does the same for English Premiere League football teams, which will be aired during the commercial breaks.
P9 Integrated was instrumental in the cementing these associations and CEO Navin Shah opines that the value for the ESPN deal alone is worth an estimated Rs 30 million.
The multi-starrer Salaam-e-Ishq revolves around the story six couples from different parts of the world speaking the common language of love, brought together by destiny and fate.
Brands
Royal Stag launches ‘Live It Large’ campaign with six celebrity faces
Rohit Sharma, Bumrah, Badshah lead new Royal Stag brand film
MUMBAI: Big dreams, bigger personalities and a message that ambition comes in many forms. That is the pitch behind the new ‘Live It Large’ campaign from Seagram’s Royal Stag Packaged Drinking Water, which brings together six well known faces from sport, music, cinema and gaming.
The campaign features cricketers Rohit Sharma and Jasprit Bumrah, rapper Badshah, actors Sidharth Malhotra and Naga Chaitanya, and gamer Payal Dhare, each representing a different facet of what the brand calls “Generation Large”.
Announced by Pernod Ricard India, the campaign film travels across regions of the country to highlight how ambition and self expression take on different cultural flavours across India. From the swagger of North India to the tech driven vibrancy of the South, the music rich East and the rustic energy of the West, the film positions the country as a “Land of Large”.
The campaign marks an evolution of Royal Stag’s long running philosophy of encouraging young Indians to dream big. The brand says the new narrative reflects a generation that is redefining success and choosing unconventional paths.
Debasree Dasgupta, chief marketing officer at Pernod Ricard India, said the campaign builds on the brand’s legacy of celebrating aspiration. She said bringing together personalities from different industries and regions reflects how ambition today has many voices and expressions.
For Sharma, the campaign echoes the mindset required on the cricket field. He said living large is about backing oneself even when the odds are stacked against you and enjoying the journey along the way.
Malhotra described the collaboration as a natural fit with his belief in pushing boundaries and trying new things, while Badshah said the campaign celebrates individuality and the confidence to chase one’s own path.
Bumrah said the philosophy resonated with his own approach to the game, where discipline and belief matter as much as headline moments. Chaitanya added that the brand’s ability to stay rooted in culture while evolving with the times made the collaboration meaningful.
Dhare, one of India’s leading gaming creators, said the campaign reflects the spirit of young dreamers who are redefining success on their own terms.
The ‘Live It Large’ campaign will roll out through a multi platform strategy spanning television, digital media, print and outdoor advertising as Royal Stag looks to connect with India’s young, aspirational audience.
