Kolkata based consumer goods company "Emami Ltd" said that it has entered into a co-branding pact with Fox Star Studio to promote its talcum powder brand "Navratna cool" by using the title track of latter's upcomming movie 'Dam maro dam'. It seems like with the success of Dabang's munni badnaam hui, Emami is trying to go with famous item songs.
On 17 september 2010, company send a legal notice to Arbaz khan to withdraw "Munni badnaam hui " song from movie or withdraw the brand name from the song. Later, they realize that movie became super hit and that led brand to perform beyond the expectation.Zandu balm sale soared by almost 35% after realise of the video and company stock was trading 6% higher on BSE.
Excited by the success of Munni badnam hui, company decided to promote its winter moisturising lotion under the boroplus brand with popular item number 'shiela ki jawani'. Shiela could not make so much noise but it was an economic way to do the promotion of brands and so company keep on going.
Now company has gran title song of Dam maro dam featuring Deepika Padukone as a part of its television commercial. Its a co-branding practise through which both brand and movie will be promote. Another reason for such initiatives can be like its a cost effective promotion methos where it is easy to connect with the consumers.
Lets see how much 'Dam' this ad can show. Munni has shown its power already, but Deepika could do the same, not guaranteed.
On 17 september 2010, company send a legal notice to Arbaz khan to withdraw "Munni badnaam hui " song from movie or withdraw the brand name from the song. Later, they realize that movie became super hit and that led brand to perform beyond the expectation.Zandu balm sale soared by almost 35% after realise of the video and company stock was trading 6% higher on BSE.
Excited by the success of Munni badnam hui, company decided to promote its winter moisturising lotion under the boroplus brand with popular item number 'shiela ki jawani'. Shiela could not make so much noise but it was an economic way to do the promotion of brands and so company keep on going.
Now company has gran title song of Dam maro dam featuring Deepika Padukone as a part of its television commercial. Its a co-branding practise through which both brand and movie will be promote. Another reason for such initiatives can be like its a cost effective promotion methos where it is easy to connect with the consumers.
Lets see how much 'Dam' this ad can show. Munni has shown its power already, but Deepika could do the same, not guaranteed.
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