BANGALORE: Looking at the success it had on the national level with Bollywood cinema and a Tamil film in co-marketing, Godrej Appliances has gone a step further and tied up for in-film promos and a co-marketing tie-up with the soon to be released Kannada film ‘Kool-Sakkat Hot Magga’.
‘Kool – Sakkat Hot Magga‘ is the first directorial venture of Kannada superstar Ganesh whose film ‘Mangaru Male’ broke all the box office records in 2006, and was the first in India for any language to be screened for continuously one year in a multiplex. It was remade in Telugu as ‘Vaana’ and in Bengali as ‘Premer Kahani’.
The big names associated with ‘Kool – Sakkat Hot Magga‘ include cinematography by Ratna Velu (movie Robot); editing by Anthony (of the My Name is Khan & 3 Idiots fame) and songs by Sonu Nigam, Shreya Goshal, etc.
“Our efforts have always been to offer something exciting and interesting to our consumers. We all know that movies are a religion in India. So this summer, we have done an exclusive tie-up with one of the most anticipated Kannada blockbuster, for the first time in the industry, to give our customers a never before kind of gratification on purchase of a home appliance. The theme of the movie ‘Kool’ connects with the youth beautifully and hence we found this movie a great fit with our brand and consumers”, said Godrej Appliances senior general manager Ramesh Chembath.
“No funds will be paid upfront to the film’s makers, but we are both spending a fair amount of money for co-promotion of the film. There is a lot of in-film mention of Godrej Appliances products in the film. We have a dialogue in the movie during which Ganesh tells a friend that the tagline ‘Design by curiosity’ is his tagline, not that of Godrej Appliances,” explained Chembath further.
The Godrej Eon-Kool Summer Dreams Offer is a unique opportunity for consumers to: to play a role in the next home production of Ganesh; meet Ganesh and dine with him at a meet and greet event; win free movie tickets to ‘Kool- Sakkat Hot Magga‘ and watch the movie with the star cast; win free Timex watches and Kool lunch-ware.
South India is a big market for Godrej Appliances and contributes about 35-37 per cent, while Karnataka contributes about 10 per cent to its revenues.
JWT and Leo Burnet handle the creative duties while Mindshare manages the media buying for Godrej Appliences.
