Dec 14, 2006

Bollywood adds twist to brand story

That Krrish - touted as the first Indian superhero in a new Bollywood blockbuster movie of the same name - showed off his moves in scenes shot in Singapore was no coincidence.

Instead, it was down to a savvy deal struck between the Singapore Tourism Board and the film's producers, who also signed similar deals with the likes of Hindustan Petroleum's Power brand, Acron Rangeela and ITC's John Player.

It was a contractual marriage between the makers of the blockbuster and the media agencies representing the brands that took the involvement of brands in movies to more than mere product placement. In Lage Raho Munnabhai, for example, real-life radio...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Retailers should refocus on experiential retail amid uncertainties: PwC
Premium
8 hours ago

Retailers should refocus on experiential retail ...

The company's recommendations come amid its predictions of falling retail sales in Hong Kong and the mainland.

Premium
Haymarket extends coverage of business events into global brands Campaign and C&IT
Premium
8 hours ago

Haymarket extends coverage of business events into ...

Haymarket Media is fully integrating CEI into the Campaign and C&IT brands.

Premium
How YouTube helped Decathlon drive personal ads at scale
Premium
8 hours ago

How YouTube helped Decathlon drive personal ads at ...

CASE STUDY: The sports retailer wanted to get more from its video ads, and sought to increase their personalisation and relevance.