MOVIES – A RIGHT PLATFORM FOR BRAND

BUILDING

Why MOVIES ?

From Alam Ara till the latest LINGA/PK, every movie would have played a vital role or must have had a relative connect

to the individuals life, making this medium the strongest ever that could help bridge the gap between the Product/

Service to the End User.

Movies act as a very strong Influencers in ones life, especially with the help of the Story, the cast and crew.

India as a nation believes that their strong source of entertainment is Movie

India is the largest producer of movies in the world in terms of the Ticket Sales and the no. of movies produced.

Being the largest means of mass communication, it is the reflection of society, which has a greater impact on the

successive generations of the society

Break Up of the Indian Cinema…

Hindi

Telugu

Tam

il

Kanna

da

Mar

athi

Malay

alam

Benga

li

Bhojpur

i

Gujar

ati

Other

s0

50

100

150

200

250

300

350 330305

265250

120 115100

80 80

50

Avg. Movie Releases per Year

Avg. Movie Releases per Year

Adding to the break up, movies are often

told in a narrative manner and thus posses an aura of believability

While Bollywood (Hindi) being the biggest of all, the Tollywood(Telugu)

industry is not too far away to share that

position…making them both the biggest movie producing Industries in the country, followed by Tamil and Malayalam…

TOLLYWOOD- the telugu film Industry

TOLLYWOOD

Tollywood is an informal term used for the Telugu language film industry based in Andhra Pradesh and Telangana States.

It is the second largest film producers not only in India, but in the world.

Unlike Bollywood which is a 60% Director / Production House centric and 40% Hero centric industry, Tollywood is a 30% Director / Production House

centric and 70% Hero centric Industry.

TOLLYWOOD’S TOP PRODUCTION HOUSES

TOLLYWOOD’S TOP DIRECTOR’S

S.S RAJAMOULI

GUNASHEKHAR

SHEKHAR KAMMULA

RAGHAVENDRA RAO PURI JAGANNATH

SUKUMAR

TRIVIKRAM SRINIVAS

TOLLYWOOD’S TOP ACTOR’S/ ACTRESSES

BRAND connect 2 Tollywood

There are 2 ways in which a brand can get connected :

a. In film Branding

b. Marketing Partnership

In Film Branding

A medium through which branded products are placed in movies, which is visible to consumers without any distraction

Helps leverage on the entertainment value, emotional quotient of the film and its psychological impact on viewers.

Also known as covert advertising

Major advantage being it’s clutter free feature and advantages of celebrity endorsement for the brand/ product in the movie

Rajdoot bike used in the movie Bobby

In Film Branding- Advantages

Products and Services are perceived with higher value

There is a celebrity halo effect

Cost Effective

Great Reach

Movies Transcends geographical, class and cultural barriers

Cross Promotion

The viewer cannot ignore the plot, while he will also not miss the Product

Very effective in the changing media environment

No fixed rate card

Changing InnovationsHermes Kelly Ostrich – BAGwathi from ZNMD

Types of In Film Branding

Silent Visual

Interactive Visual

Interactive Verbal

Interactive Visual + Verbal

Interactive Visual + Thematic

Interactive Audio + Visual + Thematic

Interactive Audio + Verbal + Thematic

Silent Visual

The Product or the Brand is shown in the scene

The Product or the Brand name is not expressed formally

Siyarams Brand used in Koi Mil Gaya

Interactive Visual

Interaction with the Brand or the Product is shown in the scene

The interaction can be of any type, but it is only visual

Slightly Different from Silent visual in terms of Interaction, where she is indirectly mentioning of the product attributes, relating to the casts charecter in the movie

Katrina Kaif driving Royal Enfield in ZNMD

Volkswagen in the movie Aisha (Sonam Kapoor)

Interactive Verbal Placement

There should be a spoken reference to the Brand or Product Name

The Brand name or Product name is expressed formally in a dialogue

Eg: Hrithik Roshan mentioning shaadi.com in the movie Yaadein (https://www.youtube.com/watch?v=C14OXsrOkiI ) exactly at 5:20 mins in this video

Hrithik talking about benefits of Bournvita

in Koi Mil Gaya

Interactive Visual +Verbal Placement

The brand or product name is not expressed formally, but there is an interaction of Brand/ Product with the cast can be seen

There must be a spoken reference to the Brand/ Product Name

The brand name or Product is expressed formally in a dialogue

Eg: Air India used in Arjun’s Interview scene in Pardes

(https://www.youtube.com/watch?v=2MwMh-i-C9k ) exactly at 1.01 mins

Interactive Visual +Thematic

The product or the brand is shown in the scene. Interaction of the Brand. Product with the main cast or the plot itself in the movie.

The Product / Brand is integrated with the theme of the scene

The Brand/ Product interacts with the plot of the story or the scene itself relates to the product

The Brand/Product name is not expressed formally

Fight scene at Mc Donald's in Chak De India (https://www.youtube.com/watch?v=A-IDnmBZSfU )

Spykar Jeans in Namaste London (https://www.youtube.com/watch?v=oUwWK0Lf5bs )

Interactive Audio + Visual +Thematic

The product or the brand is shown in the scene. Interaction of the Brand. Product with the main cast or the plot itself in the movie.

The Product / Brand is integrated with the theme of the scene

The Brand/ Product interacts with the plot of the story or the scene itself relates to the product

The Brand/Product name is not expressed formally. But the Tune/ Music associated with the brand can be heard in the scene.

Eg: Nerolac Paints music used in the background of Movie Virudhh

Interactive Audio + Verbal +Thematic

The brand name or the product is integrated with the theme of the scene

The brand or product interacts with the plot of the story or the scene itself relates to the product while the name of the brand is also taken and product is being displayed

Movie Partnerships/ Tie Up’s

Exclusive first look only on Sms ZNMD to 5800000 from your aircel mobile

Or visit us at facebook.com/ aircel,

aircel.com/ ZNMD or Pocket internet for this clip

Movie Partnerships/ Tie Up’s ?

A Cross Promotional Activity revolving around the Movie and the Brand/ Product, where both the production house and the Brand/ Product shall enter into a mutually agreed consensus with respect to the deliverables for a said period.

Vodafone and Nag Chaitanya (Oka Laila Kosam) Meet and Greet by Maiden Drop

How will a Brand/ Product benefit through Movie Partnerships/ Tie Up’s ?

Commercials/Marketing Collaterals with the Cast and Crew integrating the Movie and the Brand/ Product

Meet and Greet

Product Launches

Store Visits

Dealer’s/ Distributor’s Meet

Merchandising

Watch Movie with the Cast n’ Crew

Exclusive rights for Pre Launch of Songs/ Movie Clippings

Logo Presence in all the Movie Collaterals

Audio Launches and Success Meets

Advantages of Movie Partnerships/ Tie Up’s

Very Cost effective – As you do not have to pay big for celebrities, as it’s a deal with the Production House at a very economical price.

Very good ROI – As you could run co-branded promotions on your collaterals, which shall again be inclusive in the deal with the Production House

The only successful Co- branding activity in the country

You do not have a restriction or a rate card for budget

It is always a right time for you and your brand to invest on...

Movie Partnerships/ Tie Up’s

Movie Partnerships/ Tie Up’s

Way Forward...We shall keep you updating with new

movie and options with the movies...

You can check n’

revert back on your

requirements

We shall have a

discussion in brief on your requirement

s

Work on a Agreement

between the Production House and Your Brand/

Product

Complete the Project

Successfully

Thank You