With Bollywood heart-throb Salman Khan-starrer Sultan inching close to the ₹350-crore bracket in box office collection both in the domestic and international markets, brands associated with the film looks to reap rich dividends.
Brands and brand watchers note that besides in-film promotion, right degree of on ground amplification will bring in consumers’ attention.
Brands such as Astral Pipe, Force Motors, Flair pens, Escorts tractors, Relispray, CP Plus and Videocon DTH, Paras ghee find in-film placement.
Micromax mobile handsets is only the out-film placement. Companies, too, says that a blockbuster ensures visibility.
In Sultan , for instance, Salman Khan portrays Videocon d2h sales and service franchisee. He is also shown using Flair pens to sign autographs and getting tins of Paras ‘ghee’.
Ashish Patil, Vice-President, Yash Raj Films said, “We had eight in-film and one out-film brand partnerships that were very smartly done. Each being very seamlessly integrated into the script/ film narrative. We are confident, this in-film integration will be a case study on how to do it right and weave in the brand seamlessly into the storyline of a film.” Industry watchers says that in-film brand promotions typically costs anywhere between ₹75 lakh and ₹3 crore.
Most players, however, did not comment on the branding fees.
Videocon d2h has tied up to take the brand to the rural hinterland of India.
The in-film placement also acts as an extension to the brand’s latest campaign of Khushiyon ki Chatri.
Anil Khera, CEO Videocon d2h, said, “We are happy to have such a natural and seamless association with this film. This entire campaign is designed to create a positive connect with the consumers and create an impact for the upcoming DAS – IV digitisation towns as these areas are highly influenced by Hindi cinema”.
M G ‘Ambi’ Parameshwaran, veteran ad guru and founder, Brand-Building.com says, “Brands can typically expand their reach when they do co-promotion and also back it with outreach.”
Asked if the brands would elicit a high brand recall following in-film promotion, Parameshwaran notes that brands advertise not just for consumers but also for the trade.
Interestingly, Sultan has become the biggest grosser of 2016, shattering the records of Akshay Kumar's Airlift (₹128 crore).
Directed by Ali Abbas Zafar, Sultan was released in 5,450 screens worldwide on July 6.
The film features Salman and Anushka as wrestlers, while Randeep Hooda, Amit Sadh and Kumud Mishra are in the supporting cast.