Brand tie-ups back in focus as Singh is Kinng opens today

Written by Shaheen Mansuri | Mumbai, Aug 7 | Updated: Aug 8 2008, 06:03am hrs
The much-awaited Hindi movie Singh is Kinng, starring Akshay Kumar and Katrina Kaif, slated to be released on Friday, August 8, boasts of various brand associations, unlike the first half of this year, with few big releases or brand associations.

Brands like Park Avenue, Parx, Tata Indigo and Jeevansaathi.com have tied up with the film due to the expected crowds at multiplexes, with most multiplexes registering high advance bookings for the movie. Abhijeet Thakkar, associate vice-president, P9 Experience, said "The first half of 2008 was lacklustre in terms of blockbuster releases. Singh is Kinng has great expectations amongst the audiences and hence, more brands are interested in brand activations through in-built advertisement and having their names on the film banners." Thakker adds that the brands have started allocating nearly Rs 4 crore and above for taking the advantage of a 100% expected occupancy in multiplexes through such a big banner film."

However, film analyst Vinod Mirani adds, "Bigger brands want to be co-identified with a big budget film." He adds that more and more brands are in talks with upcoming flicks like Gajjini starring Aamir Khan, and the Salman Khan starrer Yuvraj. Companies are seeing big business in being associated with films.

They feel that their brands connect on a more emotional level with the audience if placed in a film. "Once the doors of the auditorium are closed, the viewer has no option but to watch the brand advertisement in whichever form," Mirani said. Mirani adds that his kind of brand advertising helps producers recover some of the costs of the film. "In any case, we need to show film characters driving cars, using mobiles, drinking tea or coffee and using a number of other products in our films, so why not benefit out of it. The sponsoring company also benefits as their brands get associated with film stars," he said.

Sumeet Singh, national head, marketing, Info Edge (India) Ltd which runs jeevansaathi.com, said "We don't have any brand associations with the film. We are just playing our advertisements in some of the selected multiplexes where there is huge occupancy."