The Kolkata-based fast moving consumer goods (FMCG) firm, Emami, has signed a co-promotion deal for its latest wintercare product with the producers of Tees Maar Khan. Emami will play a popular song — Sheila ki Jawani — from the movie in a 30-second promo-ad for its product, Boroplus Advanced Moisturising Lotion, until the film’s release on December 24.
Sajaay Moolankodan, senior director, GoFish Entertainment, which offers in-film branding, conceptualising and execution of film promos & theatricals, said, “This is a co-promotion deal where no money would be exchanged between the two, but we have an understanding that Emami would spend up to Rs 1 crore in promoting the song alongwith the product on air.”
Harsh Agarwal, director of Emami said, “We will promote the song and also promote our brand. We are buying the advertising slots on air for both general entertainment channels, news and movie channels to promote the advertisement for around 20 days.”
Recently, Emami used the hugely popular item number, Munni Badnaam Hui, from the film Dabangg to endorse Zandu balm. Malaika Arora Khan, who featured in the song, was the brand ambassador for the pain reliever brand. It was reported that Emami had signed a two-year deal with the producer of the movie Arbaaz Khan and was understood to have paid around Rs 1 crore.
Tees Maar Khan, directed by Farah Khan, has also signed a co-promotion deal with Fila and leading actor of the film, Akshay Kumar. Moolankodan said, “This deal will be for outdoor and print campaigns only, where Fila would market Kumar’s character in the film through its ads.” Its marketing is expected to cost Fila about Rs 75 lakh.
Go Fish Entertainment had also conceptualised the brand integration of Mahindra’s two-wheeler Flyte in 3idiots.
Boroplus, the flagship brand of Emami, is currently estimated to be around Rs 300 crore and the company plans to make it a Rs 500-crore brand in the next two years with new launches and extensions.
