The document outlines a proposal for a film association between the movie 'Lorai' and Lifebuoy, focusing on health and hygiene messaging targeted at a family-oriented urban audience. It details potential promotional strategies, including in-film endorsements and post-film initiatives, aiming to leverage the film's cast and themes for brand engagement. The approach involves integrating Lifebuoy's message of cleanliness through various media, social media activations, and community events to reach the target demographic.

2. Proposal for an in-film association:
Lorai & LifeBuoy

3. Potential mapping
Film: Lorai
Director: Parambrata Chatterjee
Production House: Greentouch Entertainment
Background: Parambrata’s debut film ‘Hawa Bodol’ created quite a buzz at the
BO
Appeal: Parambrata’s appeal as an actor has always been niche and urban. And
that his been image too within the industry
Cast: Prosenjit Chatterjee, Indrasish Roy, Payel Sarkar and others
Promotion Plan: TBD
Distribution Plan: TBD

4. Demography
The director has an urban appeal and following throughout the Bengali film fraternity.
Prosenjit Chatterjee, post Autograph, has created a new cult among the urban
audience too.
We intend to address the health-conscious urban audience, especially the female
audience through this association.
Psychograph
Urban audience who have a keen interest in literature, loves watching content-driven
films and adore Prosenjit Chatterjee will form our target-base. The
health-conscious, family-oriented audience will be addressed to through this
association.
Mindset
The desire to be clean, active and healthy is intrinsic to everyone-irrespective of age or
economic status. People having this similar mindset will form our TG.

5. Integration opportunities
In-film opportunities:
Implied endorsement (actor uses product)
Background close-up
Verbal plus (actor mention, touches the product)
Proposed duration:
30 seconds

6. Integration opportunities
Example:
Implied endorsement (actor uses product)
The footballer / coach freshens up after a hard day’s practice. The
lifebuoy soap has been his mate since his childhood. He picks up the bar
yet again to freshen up.
Background close-up
The soap can be showcased for a fleeting moment before the footballer /
coach touches it / uses it.
Verbal plus (actor mention, touches the product)
The footballer / coach recommends the soap to a junior / team mate,
suggesting her / him to use it to maintain hygiene.
Proposed duration:
30 seconds

7. Objective:
Post repositioning, Lifebuoy has been a family soap from a masculine soap, which promises
mothers a germ free skin for their family. The brand also intends to develop a healthy hand-washing
and germ-fighting experience.
The brand promise talks about ‘Koi Darr Nahi’ which substantiates to the fact that usage of
lifebuoy is a self-assuring fact in the fight against germs.
The connect is to create a common platform where the brand will advocate good hand-washing
and self-cleaning practices through the film ‘Lorai’ and provide assurance to
the TG.

8. 3F
Fit: How relevant
‘Lorai’ portrays the story of a footballer. Cleanliness and hygiene is at the core of the film.
Lifebuoys message can be suggested in a strong fashion.
Focus: How engaging
The brand will engage the audience in a format where they will be advised and suggested
regarding the importance of cleanliness.
Fame: Prosenjit Chatterjee’s charisma, Parambrata’s image and successful debut as a
director and the content – this trident is enough to provide the brand with enough
brownie points.

9. Evaluation study
Calculating the reach:
Sample case
Area of operation – Kolkata + Tier-II
cities
No. of halls -- 50
Total duration -- 30 secs.
Total no. of spots / show -- 3
Average seats / hall -- 777
Average seat occupancy -- 60%
Total reach / week – 1,63,170 people /
week

10. Integration opportunities
Post-film opportunities:
Co communication through print and outdoor
POS promo
Promotion through activation
Usage of new media and social media

11. Integration opportunities
Post-film opportunities:
Co communication through print and outdoor

12. Integration opportunities
Post-film opportunities:
POS promo
POS promotion will reach out through the retail chains to a larger section
of the target group.
We can organize the following through POS promos:
1. Lucky contest to meet and greet the stars of ‘Lorai’
2. Special dealer / retailer meet with the cast of ‘Lorai’
3. Special screening of ‘Lorai’
4. Free poster of ‘Lorai’ with every 3-pack of Lifebuoy
5. Free audio CD of ‘Lorai’ with every 3-pack of Lifebuoy
and so on.

13. Integration opportunities
Promotion through activation:
Lifebuoy’s ‘Swasth Chetana’ programme can be encouraged through the
involvement of the cast of ‘Lorai’.
Workshops can be initiated on the same line of
thought where hygiene practices would be advocated to the intended TG.
The following activations under the banner of ‘Swasth Chetana’ can be
done:
1. Housing complex activations
2. School activations
3. Health checkup in association with a renowned hospital
4. College activations
5. Keep-your-city-clean initiative
6. Special football match
7. Tie-up with a football club

14. Integration opportunities
Usage of new media:
The following media innovations can be done:
1. Integrating AR within a co-branded Lifebuoy-Lorai press ad to
showcase behind-the-scenes / deleted moments of the film.
QR codes can be integrated too for showcasing a similar concept.
2. Popcorn tubs in all major plexes to be co-branded in a fashion where
the audience will be urged to wash their hands before digging into
their tub.
3. A concept called ‘Lorai Jari Thakche’ can be introduced where
audience will be encouraged to send in their ‘lorai’ stories which
Lifebuoy and team ‘Lorai’ can judge and acknowledge!

15. Integration opportunities
Usage of social media:
The following social media propagandas can be done:
1. Hosting a google hangout with the cast of ‘Lorai’ for 3 days. The 1st
day can be with Prasenjit Chatterjee, 2nd day with Parambrata and 3rd
day with Payel Sarkar.
2. Integrating all ‘Lorai’ related news on HUL’s social media platforms.
3. ‘Lorai Jari Thakche’ can be extended to the social media platforms
of ‘Lorai’ and ‘HUL’.
4. HUL can host specific contests around ‘Lorai’ on their social media
platforms.

16. Total impression list:
1. In-film association
2. Post-film association
3. Title card presence
4. Promotional collateral presence like film posters, audio CDs etc.
5. Presence at all the film-related events
6. Social media presence

17. Bottomline:
Lifebuoy will promote its core message of cleanliness through a
judicious mix of in- and post-film association.