Hindi
Madison Mates associates with movie Dostana
MUMBAI: The trend of co-promotions and in-film advertisements is increasing, following the box office collections of films like Golmaal Returns and Fashion. The latest in the line is Dharma Productions‘ Dostana which will hit the theatre this Friday, 14 November.
Mates, Madison‘s film promotion and entertainment division, has got brands like Verve, Maybelline, Pantaloons, and Bookmyshow.com to associate with Dostana.
The brands are integrated keeping the storyline in mind. Priyanka Chopra aka Neha‘s Miami inspired look in the film carved the opportunity for a cosmetic brand.
Madison Mates CEO Darshana Bhalla said, “With Maybelline and Verve we wanted to be different and go beyond the ordinary and elevate the association to a much larger experience for the consumers.”
Along with launching the Dostana kit, Maybelline also launched a TV campaign. This was a co-promotion wherein ‘behind the scenes‘ footage was used for a TV commercial. Maybelline also used experiential marketing where customers were invited to experience Neha‘s Dostana look.
Pantaloons has decided to launch ‘the Dostana collection’, a range of apparel inspired from the movie. This collection is available across 41 Pantaloon outlets.
The web portal Bookmyshow.com has decided to let audience book tickets much in advance. This got carried on television as co-promotional spots and crafted a route for the early bookings of the film.
Mates is claiming to start strategising for the upcoming films such as Yuvvraaj, Ghajini, Rab Ne Bana Di Jodi, Alladin, and Billo Barber.
Hindi
Rashmika Mandanna, Shanaya Kapoor and Naila Grrewal climb IMDb’s Indian celebrity rankings
Upcoming films and returning shows are driving fan interest across Bollywood and streaming
MUMBAI: Bollywood’s popularity contest has a new weekly scorecard, and the numbers are telling. IMDb’s Popular Indian Celebrities list for this week places Shanaya Kapoor at number six, buoyed by buzz around her film Tu Yaa Main. Naila Grrewal slots in at seven on the back of the returning comedy series Maamla Legal Hai, while Rashmika Mandanna climbs to eighth, riding mounting anticipation for Cocktail 2.
The list, available exclusively on the IMDb app for Android and iOS, tracks trending Indian entertainers and filmmakers each week, drawing on data from more than 200m monthly visits to the platform worldwide.
Further down the rankings, Raaka is keeping two of its biggest names in the spotlight. Deepika Padukone holds 11th position, with Allu Arjun close behind at 13th, as the film continues to find traction with audiences.
The list offers fans a weekly pulse on who is breaking through, who is holding steady, and who is fading. It is a barometer as unsparing as the box office itself.
