The placements will include various tie-ups, from branding elements within the movie and shoots at its coffee outlets to creating a café set for the movie.
The objective, according to Sudipta Sen Gupta, head of marketing at Café Coffee Day, is to deliver a brand which represents more than the simple act of drinking coffee.
"If there is a café set, then our brand idea is put across strongly to the audience. We can make it look authentic and credible," said Sen Gupta.
The company is planning for up to four Bollywood movie tie-ups this year. Café Coffee Day has also become a location spot for the shooting of corporate films, advertising campaigns and other films.
Café Coffee Day has 150 outlets in 37 cities. The chain has also launched a Book Café in New Delhi.
The partner in this effort is EBD Book Café, a leading bookseller, for placement and rotation of reading materials at the outlet to suit its consumer profile.
Coffee chain sets sights on further Bollywood deals
Café Coffee Day has tied up with two films, Kyun Ho Gaya Na and Mujhse Shaadi Karogi, for product placement opportunities. The move follows the retail coffee chain's product placement tie-ups in other Bollywood movies, including Khakee and Main Hoon Na.
