Luxottica Group?s sunglass brand Ray-Ban is looking at increasing its exposure in the in-film advertising segment to push up sales.
According to industry sources, by the end of this year, Ray-Ban sunglasses will be flaunted by Imran Khan in his next flick movie Kidnap, while Deepika Padukone will also be seen sporting Ray-Ban sunglasses in her next film.
Ray-Ban spends maximum amount of money on other forms of advertising, including television campaigns, outdoor, brand integration and on-ground events. It also allocates a budget ranging Rs 5-20 lakh on a film, depending upon its size and banner, said industry experts.
However, Ray-Ban Sun Optics India Ltd denied this, saying that they don?t go in for financial deals with any movie.
??The brand is so cool that film-makers feel that it is integral to their script,?? said Sudhanshu Arora, marketing manager, Ray-Ban Sun Optics India Ltd. He, however, said that in-film promotion does push up sales as Bollywood has a huge fan following.