The production house has roped in fashion magazine Verve, apparel brand Pantaloon and cosmetic brand Maybelline as a part of its marketing strategy.
Speaking to Businessofcinema.com, Dharma Productions marketing head Arun Nair says, "Out of the entire marketing spends, approximately 35 per cent came in from co-branded and in-film partners. Our target audience for the movie is the youth and all associations and promotions have been done keeping this in mind."
In the film Priyanka Chopra’s character plays the editor of Verve and is in charge of revamping the magazine. Verve’s in-film placement in Dostana is meant to coincide with the magazines international edition launch. In return, Chopra was featured also on the cover page of Verve’s November issue. The issue also features Dostana’s clothing range designed by Manish Malhotra and Aki Narula and an interview of director Tarun Mansukhani.
In addition to this, Dostana’s apparel range has also been put for sale across 43 Pantaloon outlets across the country.
Maybelline will promote Chopra’s look in the film through ads on TV, ground activation at some multiplexes and retail kiosks at 50 malls. However, Maybelline products were not used to do Chopra’s makeup in the film. Dostana’s behind-the-scenes footage has been used for Maybelline’s TV commercial. Maybelline also undertook experiential marketing wherein customers were invited to experience Chopra’s Dostana look.
Apart from the above mentioned brand tie-ups, web portals such Bookmyshow and Makemytrip are also executing strategic activities. Bookmyshow.com opened advance booking of the movie a month before the film’s release, whereas Makemytrip.com is promoting its various tour packages cashing in on Dostana’s Miami angle.
Social networking site Facebook.com has also been used to promote the movie. The website sports banner ads featuring each of the actors, which urges users to make their own Dostana gang and quiz via an application.
Channels like MTV, NDTV 24×7 and Aaj Tak have been roped in as media partners. Additionally, portals such as Sulekha, Samachar, MSN, Google, Yahoo and Rediff have tied up as well.
The brand associations for Verve, Maybelline, Pantaloons, and Bookmyshow.com have been done by Madison Communications’ arm MATES.
Dostana is the directorial debut of Mansukhani and stars Chopra, Abhishek Bachchan, John Abraham, Bobby Deol and Shilpa Shetty. It is slated to release worldwide on 14 November. It has been produced by Karan Johar.