In a bid to capitalise on the latest release Happy Bhag Jayegi by Eros International, Styletag.com, online fashion and lifestyle destination, has partnered with filmmakers to augment sales and extend reach across the country.
On its part, Styletag.com launched a special category of “Happy Bhag Jayegi” collection, Eros did the promotion and marketing of the brand in the opening credits of the film. This strategy provided a big booster shot as it gave 2 million video views in just one day and even tripled the website traffic for Styletag.com.
Both Eros and styletag.com organized a meet and greet session with some of the star cast of the film like Diana Penty and Ali Fazal where 10 lucky shoppers got a chance to chat with the actors as part of the promotion strategy.
Sanjay Shroff Founder & Managing Director, Styletag.com said, “Our idea is to explore the massive opportunity offered by the mainstream Bollywood movies. This association was a well-thought strategic marketing tactic. Understanding the effectiveness of such associations, film producers and brand managers today, are further exploring ways to formalize product placement strategy in Bollywood productions.”
Among other activities, one of the strategies was for Eros to provide Styletag.com with sound bites by Diana Penty, promotional material from the film Happy Bhag Jayegi, including scene snippets, to create co-branded promos, marketing the brand’s product line.
