Warc, 21 August 2013
MUMBAI: The appropriateness of a brand tie-in to a new film
is less important than the amount of publicity that can be generated ahead of
its release, leading industry figures in India have suggested.
"Today, only 15-20% of brand tie-ups are actually
relevant to the target audience, the brand communication and brand DNA,"
Navin Shah, joint managing director of EMC Solutions Worldwide, a branded
entertainment solutions firm, told Livemint.
He was speaking after characters in the popular Indian
comedy show Taarak Mehta Ka Ooltah Chashmah appeared in bright blue paint as
Smurf ambassadors, ahead of the recent release of The Smurfs 2.
The logic was to widen the appeal of the film beyond
English-speaking children who already knew about the Smurfs and to reach a
Hindi-speaking audience with the dubbed version.
"This is a sustained effort to build audiences for the
(Hollywood) animation franchise," declared Divya Pathak, director of
marketing at Sony Pictures India.
A more obvious link was that between Amul milk and the
recent sporting biopic Bhaag Milkha Bhaag, based on the life of Indian athlete
Milkha Singh. But the fit of Getit Infomedia as the official search partner for
the movie was less clear.
"While both brands have derived some value from the
association, assuming that the cost of association is the same, one (Amul) has
derived more value than the other," said Shah.
"If it is a good fit, then there is a multiplier effect
for the brand, as the association is memorable and likable, and therefore more
impactful," he added.
The aim of brands in these cases is threefold – getting the
implied endorsement of the stars, piggybacking on the success of a hit film and
breaking through the clutter of communication.
But while filmmakers are careful what brands they associate
with in the months preceding a launch, that reticence disappears as the release
date nears.
"Any publicity is good publicity, to ensure that the
film is on top of the consumer's mind," said Shah. "At that time a brand
can help, even if the association is not relevant."
Data sourced from Livemint; additional content by Warc staff
No comments:
Post a Comment