MUMBAI: Mukesh Ambani’s Reliance Industries’ current brand strategy and marketing communication president – Kaushik Roy’s film Apna Asman is due for release this Friday.
Although the small budget film made in Rs 35 million (Rs 3.5 crores) does not boast of ‘stars,’ Roy has managed to rope in big brands such as Tata Motors, Nerolac and Phillips for in-film advertising.
For instance when Irrfan Khan and Shobana renovate their house, they use Nerolac paints to do so. Tata Indica has been shown initially as Irrfan Khan’s second hand car and after he gets promoted at work and his standard of living increases he buys Tata Indigo. Phillips bartered for three TV sets, which were used in the film.
Brands such as Bharat Petroleum Corporation Limited (BPCL) and Twining Tea collaborated for co-branded television commercials (TVC).
Another symbolic use in the film is that of plastic. Irrfan Khan is shown to be working at a plastic company. Just the way plastic goods are useful but often misunderstood otherwise, Khan’s character is misunderstood similarly. Most of the scenes were shot in the Cello office. However, Cello has not yet been roped in officially as an in-film advertiser.