MUMBAI: The monies riding on Om Shanti Om’s through sale of various rights are undoubtedly high. To add to this, with brands such as Nokia, Maybelline, Shoppers’ Stop and Sia also riding along with what is being touted as the biggest movie of 2007, the revenue chart only seems to be expanding for the producers.
“All these brands were roped in well before the pre-production of the film commenced. Shoppers’ Stop and Sia Jewellery were locked in three months before the movie went on floor because the clothes manufacturing takes a long time and the jewellery had to be used in the film,” says MATES’ Sooraj Bhalla. MATES was the agency that conceptualised Om Shanti Om’s associations with brands.
SHOPPERS’ STOP
Shoppers’ Stop launched their Om Shanti Om line of clothes under four sub brands Mario Zegnoti, Haute Curry, Vettorio Fratini, Push & Shove representing Shreyas Talpade, Deepika Padukone, Arjun Rampal and Shah Rukh Khan. The clothing line was launched at Shoppers’ Stop outlets four weeks back.
“We had set a target of Rs 5 crores worth of sale to be attained within three months. Now after a month, we have crossed Rs 1.5 crore of sales. The merchandising will be in stores till mid December at least,” informs Shoppers’ Stop marketing and communications head Sheetal Choksi. She further adds that Deepika’s blue chuidaar dress and Shah Rukh’s 2007 look from the movie have received a good response.
Deepika also went to the Shoppers’ Stop Delhi outlet recently as a part of the promotion activity.
SIA
Sia Jewellery designed special ornaments that were used specially for the film. Now 150 designs are being sold across 18 Sia shops, franchisees, shop-in shops and also at Shoppers’ Stop stores. “On 5 November, we launched 4000 pieces of the designs. Within one week we sold 70 per cent of this. We will soon go into production and will launch 8000 pieces this time because the festive and marriage season has just begun and we are expecting a tremendous response,” says Sia Jewellery’s Vinay.
The price of the jewellery launched ranges from Rs 395 to Rs 6,500. The collection will be in stores till January next year.
In the past, Sia has associated itself with movies such as Devdas, Kabhi Khushi Kabhi Gham and Mangal Pandey. But it is with Om Shanti Om that the company launched its first ever film associated co-branded activity, which sums up to Rs 1.5 crore as per figures made available from Sia.< Page Break >
NOKIA
World’s leading mobile handset manufacturing company, Nokia did its debut in Bollywood with Om Shanti Om. The Nokia Bluetooth device even has an in-film placement where Om Kapoor (essayed by Shah Rukh) in the film flaunts his Bluetooth device.
Nokia made available ringtones, wallpapers, behind the scene shots, bloopers and animated content aptly called ‘OSO Crazy’ mobisodes for which Shah Rukh especially dubbed. “From 6 – 8 November, we have had 80,000 downloads. The ringtones and OSO Crazy mobisodes have received most encouraging response,” says Nokia brand manager Shefali Chachhi.
Incidentally, Shah Rukh even gave away high-end Nokia mobile handsets to all the actors who made a cameo is the star studded song Om Shanti Om.
MAYBELLINE
Deepika Padukone is the official brand ambassador of Maybelline. Also the brand has been showcased in the film for a scene, which requires Sandhya (Deepika Padukone) to dawn a 70’s look with the help of a makeover.
Maybelline has launched a promotional ground activity where they have set up eight make up studios across Mumbai, Delhi, Chennai and Kolkata, which are demonstrating the 70’s style of makeup. Apart from this, 500 Maybelline counters across the country are selling a hamper, which contains all the accessories required to get the 70’s look.
Picture abhi baaki hain mere dost!
No SRK is movie is complete without his favourite wrist watch brand Tag Heuer in it. There is a scene in the movie where Om Kapoor (Shah Rukh) is standing on a bridge, which has various hoardings around it. Now, these are no ordinary or bogus hoardings. From Sia to Shoppers Stop, Maybelline, Nokia and Tag Heuer, all the brands have been intelligently and naturally showcased in that scene. Of course, Tag Heuer’s is the largest hoarding and is in fact one which is normally put up as hoardings across the city.
Placements and associative marketing have been done nineteen to a dozen in movies lately; some good, some bad and some not even worth mentioning. However, this one can be touted as a case of smart marketing and one which has made the producers’ pockets heavier.
