The new age marketing technique that is gripping the retail industry is that of associations with the movies. Lately a lot of such associations have come to the fore, leaving the customer wanting more. Both the brand and the movie are gaining out of association at their own end. While some may be barter deals others involve financials as well. Product development and licensing involve the money aspect which leveraging on the brand value of one another is what the swap agreement calls for.
Latest on the scene
The latest association that can be seen is that with ‘The Dark Knight Rises’ which has been released today itself. It has six brand associations to its name. It has partnered with Nokia Lumia, Citizen Watchs, Asus, Cadbury Bournville, Garnier Men and Mattel in India. Different brands call for different agreements. Citizen Watches India has entered into a product association with the movie. Katsusuke Tokura, MD, Citizen Watches India said, “The Batman symbolises resilience, toughness and durability which co-relates to the Super Titanium collection from Citizen ensuring a strong co-branding message to our target consumer.” In a barter deal with the movie, the brand is looking at adding light to an entire range of watches. Aditya Sengupta, Asst Manager, Marketing, Citizen Watches India adds, “With this tie-up we are looking at giving a special push to our Super Titanium collection which has been present in the market for the past three years. With this association, we are looking for it to do better than the previous years. We are running the promotion from 17th July to 20th August.”
The much awaited movie, Cocktail also has two associations to its name, each with Sunsilk and Melange by Lifestyle. Deepika was seen on the screen in Melange outfits in a few key scenes in the movie. Kabir Lumba, MD, Lifestyle International Pvt. Ltd said, “Our association for our ethnic brand Melange with the movie Cocktail and its stylish cast draws attention to our trendy ethnic collection.”
RECENT BRAND ASSOCIATIONS
|Batman – The Dark Knight Rises||
|Ek Tha Tiger||
|Ice Age 4||
|Mission Impossible 4||
|Men in Black||
|The Adventure of Tintin||
Doing it differently
While some are just looking at the marketing aspect, others are moving way beyond it. brand riding on the ‘The Dark Knight Rises’ bandwagon is Nokia. Building the crescendo further for its youth audience, Nokia also unveiled the ‘The Dark Knight Rises campaign’ for Nokia Lumia, as part of its exclusive global partnership with Warner Brothers. The limited Edition phone collection has a mere 200 pieces with laser etched Batman logo and an exclusive for Lumia DKR App. They are also launching a campaign where five people will get to host their own private screening of The Dark Knight Rises for family and friends in a theater of 250 seats across cities like Delhi, Mumbai, Chennai, Bangalore and Kolkata. The initiative will be supported by a full 360 degree marketing campaign. Speaking on the same, Vipul Mehrotra, Director-Smart Devices, Nokia India says, “A truly global initiative, the Nokia Lumia Dark Knight Rises campaign is an exciting new initiative for our Lumia consumers, that will recreate the movie’s unique experience, right on the consumer’s devices.”
Suzuki Motorcycle India Pvt. Ltd (SMIPL) has joined hands with Yash Raj Films for their upcoming Salman Khan starrer, Ek Tha Tiger to launch a special promotional campaign - ‘Ek Tha Tiger Ek Hai Hayate’. Salman Khan was signed on as the brand ambassador for Suzuki earlier this month. The campaign provides Suzuki Hayate buyers a chance to meet the superstar Salman Khan in person and win a Suzuki Hayate Motorcycle. Anu Anamika, National Head - Marketing says, “This campaign is an outcome of the huge response to the brand’s association with Salman Khan. Tiger Salman Khan offers his fans the opportunity to associate with his style and flair. The contest provides Suzuki two wheelers with an opportunity to offer its customers many more reasons to celebrate”.
The strategy is be used across retail. Sectors like FMCG, CDIT, Automobile, F&B and Clothing and fashion brands are also cashing in on this phenomenon. The question that comes to mind is why the movies? People today like what is new and to bring in this element of refreshment, retailers are opting for new age associations for marketing their product and brand. Sengupta says, “Opting for brand ambassadors and other expensive marketing gimmicks are not an attractive option any more. Partnering with the movies is the new age marketing tool and is quite effective as well.”
This new age technique seems very lucrative and attractive as of now. What we need to see is; how long it will be able to attract and capture the audience till it too becomes ‘just another’ marketing initiative.