102 Not Out starring Amitabh Bachchan and Rishi Kapoor is still going strong in theatres after its release nearly a month back. The film has grossed over 80 Crores worldwide according to the reports. The total includes collections (taxes included) and overseas collections.
102 Not Out had many brands integrated with the film and its marketing campaign.
A movie marketing agency named Pulp Fiction Entertainment integrated 6 brands, some of them being the first to use In-Film branding opportunities while other brands which have always found immense value in such associations.
Each of these brands highlighted in the film were very relevant to the scene/s and built on the core of the brand. While Comio Smartphone brought out it’s philosophy of following your heart – akin to the personality of the characters, Haldirams talked about relishing the sweet-bitter moments of life. Rostaa on the other hand, was positioned as a healthy snacking food, whereas Godrej Nature’s Basket was about a one-stop-shop for all your needs. Kelzai Volcanic Water highlighted a healthy lifestyle in the film while LG’s philosophy ‘Life Is Good’ is exemplified through the film with its products.
All brands leveraged this partnership beyond the in-film placements with innovations in ATL & BTL to further highlight their association to build brand awareness and consideration. Apart from the heavy media support across Print, TV and Digital, brands also created special ‘102 Not Out’ offers to generate consumer interest and help increase sales.
After 4 years of its existence, backed by more than 15 Movie Marketing projects and 80 brand integrations till date, Pulp Fiction Entertainment worked on this clean family entertainer, directed by Umesh Shukla and produced by Sony Pictures Entertainment, Benchmark Pictures and Treetop Entertainment.
Godrej Nature’s Basket gave Rs. 102/- off to every senior citizen and children below 18 years of age, Haldirams created a special ‘102 Not Out’ hamper that offered 3 of their premium products at a discounted price of Rs. 102/- and Rostaa gave a discount of Rs. 102/- on every packet sold.
Vivek Krishnani, Managing Director, Sony Pictures Entertainment Films India Pvt. Ltd. says, “102 Not Out is a complete family entertainer and therefore there are many interesting and unique touch points within the film where brands can become part of people’s life. Strategically we placed them in the film without it being in your face or taking away from the emotion and experience of the film itself. It therefore became a win win situation. Pulp Fiction Entertainment did a fine job in integrating the brands seamlessly in the story and enabled the film to reach a wider audience base”.
Director Umesh Shukla said “The film is a complete family entertainer that has a strong message about celebrating life and living it to the fullest just like Amitabh Bachchan’s character in the film. Being a family entertainer it appeals to all age groups and diverse audience across the world, hence it was an ideal platform to integrate the brand’s philosophy seamlessly into the film. We are delighted to have Pulp Fiction Entertainment on board with us who spearheaded these tie-ups both from a strategic perspective as well as an execution framework.”
“Brands are finding a lot of value with in-films as consumer are placing more credibility on content than on ads. In-films help build brand image through associations with Bollywood stars. Moreover in-film is akin to a permanent asset creation for a brand, which gets featured across all media for perpetuity. However it is critical to sync the brand message at the right place in the film so that the brand exhibits its product benefit, character and personality”, said Neeta Shah – Partner, Pulp Fiction Entertainment.