Interactive Television ties up with Brylcream for 'Garam Masala'

Televisionpoint.com Team
Interactive Television has tied up nationally with Brylcream to promote John Abraham and Akshay Kumar starring movie Garam Masala produced by Venus and directed by Priyadarshan.

According to Ajay Mehta, Director, Interactive Television, "With an increase in the multiplex culture the ratio of cinema goers has increased rapidly. Movie tie-up is one such successful medium of communication to reach the target audience and cinema is the complimentary medium for promotions of durable, electronics, etc. These promotions rigorously involves audience’s participation and simultaneously brings success to the film at the box office."

Interactive Television has created a 30-second Joint TVC. The commercial will feature footage from the movie combined with the footage from the Brylcream commercial. This will be distributed to all the key channels including music and fashion channels MTV, Zoom, etc. The company is also running a contest called 'MR Hot and MR Cool' where the winner will get an audiotape for the movie. Venus, the producer of this movie is also planning a music video to promote the movie. 'Garam masala' opens in theatres on November 3, 2005.

According to Shiv Sahgal, V.P. Marketing (South Asia), Sara Lee Household & Body Care India, "The association of Brylcreem with Garam Masala is a natural progression. Brylcreem is a brand, which is at the cutting edge of style, and both John Abraham and Akshay Kumar are leading style icons of the country. Further more, the movie's storyline will appeal to the youth, which is our core target audience. The key objective of this association is to create a symbiotic relationship between the brand and the movie where each will feed into, the other's appeal to the youth, thus creating a larger than life aura."

Hence, the genesis of the alliance lies in the synergies between the brand positioning and the film and the TVC represents an innovative way of marrying a brand concept to the central theme of a film. The promotion thus helps in brand recognition as well as capitalizes on high profile star cast.