With the growth of Branded Entertainment in Bollywood and brands being forthcoming in associating with movies, there is a lot more scope and potential to explore this medium. Bearing this thought, ‘Aww! Entertainment’ managed to get six brands in the film placements done for Shoojit Sircar’s Piku starring Deepika Padukone, Amitabh Bachchan and Irrfan Khan that released last weekend. Amul, Syska, Himalayan Water, Priyagold Snakker, Jaypee Greens, and Mitashi were the ones that happily stepped in for associating themselves with the family entertainer. It is the 1st time that brands like Syska and Himalyan Water tied up with a film.
These brands have been placed in an integrated manner throughout the film, thus taking the story of the film forward. Each of these brands communicates and highlights different aspects of the film. Amul takes up the family space with its sub-brands Amul Milk and Amul Ice-cream since the film is all about a family. Syska talks about how gadgets help you to keep going in your busy lives via their Bluetooth and Power Bank Range. Himalayan Water on the other hand talks about the mantra of living natural in your ever so busy life and Priyagold Snakker talks about relishing the small and sweet moments of life.
The brands have also extended this partnership into a marketing tie-up on the ATL & BTL Mediums. Brands like Amul, Syska, Priyagold Snakker and Mitashi have created co-branded TV spots and played it across various Music, News, Sports and GEC’s creating a huge buzz all around. Priyagold Snakker also created special ‘Piku’ Chocolate Packs which are being sold in the market. Himalayan Water has supported the film via the BTL promotions across their major retail chains and also created special ‘Piku’ Neck Tags for their bottles.
Shri R S Sodhi, Managing Director of GCMMF quoted ‘We are happy to have associated with this fantastic, slice-of-life, family based, fun film. The association of the film with our most popular Milk and Ice-cream brand will appeal to all audiences across the nation. We have had several appropriate film associations in the past which helped us connect with the audience in a better manner. We wish the movie all success.”
Director SSK Group of Companies, Mr. Rajesh Uttamchandani said “Tie-Up with multi-starrer movie Piku has taken our brand to the next level and when Irrfaan Khan being our brand ambassador and a leading protagonist in the movie it makes this an apt choice. Aww! Entertainment has played phenomenal role in making this journey successful.”
Vivek Krishnani, SVP, Revenues and Marketing, MSM Motion Pictures said “Piku is uniquely positioned because it has appeal across different age groups, therefore it is important for the film to travel to diverse audiences across the country. The film has garnered interest across a cross section of brands who have found Piku to be an ideal platform to reach out to their consumers, who are also movie going audiences. We are glad to have Aww! Entertainment as one of our key agencies that have led some of our critical brand associations.”