The fast moving consumer goods companies (FMCG) have surely explored big business in the consumer engagement with TV properties, thus leading to some of the biggest brands in the country eyeing at avenues to tap the fan base.
Swearing by similar strategy, Mondelez - maker of Cadbury chocolates has joined the likes of Hindustan Unilever, PepsiCo and Nestle and has inked pact for upcoming movie Batman vs Superman.
Mondelez has tied up with Warner Bros for its latest film Batman vs Superman: Dawn of Justice, where the company will launch a special edition range of Cadbury Dairy Milk chocolates, called Cadbury Heroes, in the run-up to the film’s release on March 25.
Mondelez had in 2008 tied up with Warner Bros for Dark Knight, involving its dark chocolate Bournville. Some time ago, beverage brand Pepsi had join hands with Viacom18’s youth and music platform MTV for a new co-branded channel - Pepsi MTV Indies. Similarly, Hindustan Unilever entered into a deal with MTV for promoting six of its brands through films made by Bollywood A-listers and Nestle tied up with youth platform to create a digital-only property called MTV Presents Nescafe Labs.
The current association (Mondelez – Warner Bros), as company executives said, was wider, including special edition chocolates with Batman and Superman moulded on the bar, action cards and special packaging for 5-Star.
This alliance highlights the fact that Hollywood studios are increasingly taking interest in India-specific tie-ups for their films as the popularity of their movies grows. In recent past Disney India had a robust catalogue of brand associations for its releases, Marvel’s Avengers: Age of Ultron and Star Wars: The Force Awakens.
Mondelez plans to partner other Hollywood and Bollywood studios to promote its products. Cadbury Gems has innovated for Sony Pictures’ and Rovio Entertainment’s Angry Birds Movie which releases later this year. The company would use conventional advertising to promote the association, with digital and TV taking the lead.