This document discusses different types of brand associations with films, including examples. It outlines strategies like brand in-film placements, consumer engagement promotions tied to films, and film-based brand promotions. Some key examples mentioned are FedEx in Cast Away, Chevrolet Camaro in Transformers, White Castle in the Harold & Kumar trilogy, Omega watches in Skyfall, Tata Nano promotions for Student of the Year, Thums Up promotions for Dabangg 2, Coke Zero's Skyfall ticket contest, Orange using the Gulliver's Travels trailer, and Cadbury Bournville and The Dark Knight Rises. The document advocates choosing a film where the brand and story are a strong match to help build

1. Successful Brand Associations
with Hollywood/Bollywood Films

2. Contents:
• How to choose the right film for a brand?
• Different types of brand associations with films and
examples
• Brand In-film placement
• Consumer engagement with brands via films
• Film based brand promotions

3. How to choose the right film
for a brand?

4. The film and the brand should be
a perfect match

5. The association should help build
stature for the brand

6. The brand/product is playing an
important role in the film

7. The brand endorser plays a lead role
in the film

8. Different types of brand associations
with films and examples

9. Brand In-film placement
examples

10. FedEx and Cast Away

11. • FedEx is a Express Delivery, Courier & Shipping Services
• Well known for its on-time delivery services
• The product was placed in the movie cast away
• The actor was a delivery man for FedEx
• In the end of movie he delivers the 5 years delayed parcel to
its assigned receiver

12. TVC

13. Print

15. Chevrolet Camaro with Transformers

16. • in 2007, the movie created a buzz for the car before it was being
publically launched and helped building the expectations.
• The release of the Transformers on DVD, the company received
more than 500,000 requests for more information about the car.
• In 2009 GM decided to put Camaro in the movie
sequel: Transformers: Revenge of the Fallen This was another
success. The release of the movie coincided with the start of sales
and Chevrolet ended 2009 with 61,618 Camaros sold.

17. TVC

18. Print

20. White castle and Harold & Kumar
Trilogy

21. • Harold & Kumar Trilogy is a youth based movie, showing
youngsters/roommates hanging out with each other
• They showed white castle as a pit stop for them, as it is a 24X7 food
chain where one can come anytime to satisfy their hunger
• The brand has been smartly place in the movie as the movie
revolves around White Castle mainly
• A TVC was also launched post movie release using a cut scene from
the original movie

22. TVC

23. Print

25. Skyfall and Omega

26. Background
• Bond is famous for his class, accuracy and
timing
• Which is impossible without keeping track on
time
• Omega has smartly placed their product on
bond hand
• Showing that classy men like Bond use Omega

27. Print

29. Special Bond Edition Watch

31. Consumer engagement with
brands via films

33. • Tata Motors, on-ground promotion partner for the movie, launched
the ‘Nano Student of the Year’ contest for all college students in
India.
• The ‘Nano student of the year’ contest was being amplified across
youth touch-points such as youth TV channels, radio, online
through social media, youth hangouts such as Café Coffee Day. The
finale was aired on Channel V.
• Tata Motors would be awarding the grand prize winner with Rs 3
lakh educational scholarship. The mega prize is a new Tata Nano
and, the bumper prize is an Apple Macbook Pro.

34. TVC

35. Print

37. Results
• Tata Nano has become India’s first auto brand to cross 3
million Facebook fans.
• Tata Nano was declared as the most responsive brand on
social media with the highest engagement score amongst all
auto brands in India.

38. Dabang 2 and Thums up

39. • The brand connected with Dabang 2 by using a
proposition ‘Dabangg Toofani Hote Hain…..To Aao Kuch
Toofani Kartey Hain!’
• Thums Up has tied up with the movie Dabangg 2 through the
Thums Up ‘Being Dabangg’ initiative. Through this initiative
Thums Up fans across the country will get an opportunity to
meet Khan in person and win special Thums Up ‘Being
Dabangg’ merchandise like T- Shirts, sun glasses and wrist
watches.

40. TVC

41. Print

43. Skyfall and Coke Zero

44. • Consumer Promo at Train stations: Win tickets for the
movie “Skyfall”
• Contestants while picking up Coke from vending mission
were given a mission to reach to a platform in 70 seconds.
• Obstacles were planted on the way.
• Once he reaches the destination, he wins a ticket for the
movie.

45. TVC

46. Print

49. Results
• Nearly 70 people ran for tickets.
• With more than 3 million views on YouTube
• More than 29,000 'likes’

50. Film based brand promotions

51. Gulliver’s Travel and Orange

52. • Gulliver's travel, a comedy movie, associated with
the telecom giant Orange
• The movie trailer was smartly used to create a
commercial of Orange
• The movie was chosen to showcase the vast reach of
the network Orange

53. TVC

54. The Dark Knight Rises and Cadbury
Bournville

55. • Bournville has a great appeal among young adults, anywhere
between 19-30 years of age. That is also the audience who are
eagerly waiting for the movie in large towns.
• The Dark Knight Rises packs of Bournville for a strong in-store
branding and link to the online fun. But most interestingly, this is
the largest digital campaign for Cadbury in India so far and exceeds
its budget for TV and cinemas for the campaign, even though there
will be a 30-second television commercial (TVC) and in-cinema
branding.

56. TVC

57. Print

59. Ek tha tiger and Thums up

60. • Thums Up, lives by its credo to inspire today’s
generation of Indian male youth to ‘Live Like
Thunder’.
• The association was be amplified through a 30 sec
TVC across Key channels and a 60 sec TVC across Key
Cinemas (DT and INOX) in India.

61. TVC

62. Thank you