Now, out-film advertising

A film with lots of brand tie-ups, but not on screen.

Clearly, UTV Motion Pictures has done its homework on the perils of placing brands in a slap-dash manner across the screen of feature films. For, its Rang De Basanti (RDB), set for release today, does not flash brands.

"We have broken the mould by allocating almost 40 per cent of the production budget for its marketing publicity, and this is not done by placing any brand in the film. We have many brand associations that are working along with the pre-release marketing of the movie," says Ronnie Screwvala, CEO, UTV.

Validating the view, M Suku, national director, Broadmind, says, "Clearly, the kind of marketing muscle that RDB has managed to garner is a coup of sorts for the Indian market. And this has not been done at the cost of hampering the script in any way. None of these brands find place in the movie itself. And it is safe to associate a brand outside the film."

The new "out-film" approach, as opposed to "in-film" advertising, comes at a time that experts are debating whether infilm advertising does either the film or the brand much good, given that so many brand-ridden films have proved damp squibs at the box office.

Overt brand placements, it seems, can be a big risk. "We realise that viewers are very aware about having messages and brands incorporated and get put off. Hence, the script is free of any marketing message," says Screwvala.

By itself, UTV has spent Rs 2 crore on the Rs 25-crore RDB, while an impressive Rs 8 crore has come in by way of brand sponsorships and associations. Also, it has achieved prime time promotion slots on TV, a rare privilege.

If RDB works, out-film tie-ups may be the new trend. Coca-Cola, the cola that Aamir Khan endorses, has been part of the RDB project right from the start, with the brand's "Piyo sar uthha ke" TV campaign bearing a thematic semblance to the film. The latest commercials even have clips of the film.

Could this cohabitation be getting a wee bit too overtly cosy for viewer comfort?

BRANDWAGON EFFECT
UTV Motion Pictures has brand after brand lined up for Rang De Basanti:

LG launched LGX mobile phones for youth

Airtel had cast ask kids to "Express Yourself"

Berger Paints launched RDB colours

Hindustan Petroleum had RDB at pumps.

Coca-Cola had special "Piyo sar..." bottles.

Provogue had RDB design fashionwear.

Media partners Radio Mirchi, MSN, NDTV and Channel [V] had much to ensure 360-degree surround sound impact for the film. Phew!