ACC Limited in Bollywood’s latest film Gori Tere Pyar Mein
ACC joined up with Dharma Productions, a leading movie production house in India, headed by Karan Johar (of Kuch Kuch Hota Hai and Kabhi Khushi Kabhi Gham fame), as the Sole and Exclusive Brand Partner for its film ‘Gori Tere Pyar Main’, which was released across India at the end of last year. The film stars Bollywood’s leading A-list stars Imran Khan and Kareena Kapoor.
The concept of in-film branding is not new in India. Basically it comprises placing a branded product into a film script in a manner that integrates the brand name in the film script and at the same time propagating its values through the theme of the movie. This offers powerful scope for brand promotion particularly where the product, the brand and the film script and the specific location in it all complement each other. The movie ‘Transformers’, as we know, remains a General Motors case study. While in-film branding is used vigorously by companies in the consumer durables, automobiles and FMCG sectors, it has as yet been a lesser tried medium of promotion by India’s cement industry.
The benefits of in-film branding are manifold. The brand thus projected not only breaks from the traditional media clutter, but positive association with the underlying theme is excellent for soft-selling. Celebrity association implies endorsement of the product and the brand, without the expenses incurred on engaging a brand ambassador.
In ‘Gori Tere Pyar Main’, the stars of the movie, Kareena Kapoor and Imran Khan, can be seen enabling the building of a bridge in a rural Indian village (also between their hearts in the process), with ACC Cement. Crucial scenes of construction of the bridge has brand ACC in the frame at all times. ACC is seamlessly integrating its underlying positioning of ‘Cementing Relationships’ into the storyline. The positive association with building bridges, relationships and helping rural India progress, aims to remind viewers of the strong legacy of ACC and our partnership in nation-building.
The ACC logo can be seen in all the promotional collaterals of the movie, including posters, banners and is distinctly visible in the latest song from the movie being aired on TV, called ‘Naina’. Engineers wearing ACC-branded helmets and jackets, branded vans, transit mixers, ACC-branded cement bags, are hard to miss. The movie is being promoted via television, radio, digital, outdoor and print, thus ensuring wide visibility for the ACC brand.
Another benefit that this association provides ACC, is the promotional tie-in opportunity by way of a 30 second ‘co-branded’ TV commercial, which uses snippets from the film’s song ‘Naina’ that was aired on TV across major business news channels for seven days in the week of the movie’s release.
This is not the first time that the company has used in-film branding. ACC made its first foray into this medium of promotion in 2007 with the Bhojpuri film “Kab Aibu Anganwa Hamaar” produced by Pulse Media and starring Manoj Tiwari who is the Bhojpuri industry’s superstar. In that film Manoj Tiwari was featured as a worker in a ready-mixed concrete plant of ACC and is seen at work in the plant wearing ACC branded safety attire.
Of course, a Bollywood film offers a much bigger platform for a wider audience. A special screening of the film was organized for the benefit of employees and their families.