“Bollywood” is one of the biggest entertainment phenomena that rules India.
Last year Future Group came up with merchandise ‘inspired’ by Saawariya, which reflected the colour theme, tone, background, ambience and concepts of the movie, specially-created Saawariya merchandise was available across categories such as clothing, home, bed, bath (well Ummm..!!) , linen & beauty accessories for women and male apparel.
“Om Shanti Om” apart from a merchandising deal with Shoppers’ Stop (which involved almost 50-50 revenue sharing), also signed up with brands like Videocon, Nokia (which was the mobile-phone maker’s first such tie-up in Bollywood), cosmetics company Maybelline (Deepika Padukone is the brand endorser), and SIA Jewelry. These are just not brand associations but carry a lot of endorsement value with them both for the Actors and the products.
Well Bollywood merchandising is not a new concept really, yet, what is interesting is the scale that it has been/will be taken to.
From just one-off examples, which had a few corners dedicated to a particular movie’s merchandise, we will now see entire Bollywood Experience zones come up at retail stores.
Future Group and Percept have entered into a joint venture through which an initial investment of Rs 50 crore will create Bollywood cafes, theme parks, walk-ins and even museums at Future group’s retail outlets. Though the project seems to be going slow from what we see right now but still the business obviously seems to have become quite profitable for companies to create special experience zones to pull in more customers.
So, while apparels, accessories for men, women and children have generally been the criteria for forming separate zones till now, we have a new one henceforth- Bollywood.
There will be enough good news that bollywood’s association with retail will also give us in near future. Thanks to the desperate efforts of retailers to market their product differently and make it more attractive to buy. More recently for those who have seen “Ghajini” must have noticed Aamir khan wearing Van Heusen, a Madura Garments brand (which crafted a special range for the movie) and sporting Xylus(Titan) watches off and on.
Ghajini gives you another reason to rejoice. The pic above is actually a campaign currently running and one which you can avail right away. You can get the ticket money reimbursed on the bill value of your purchase from the Van Heusen Ghajini collection. So for those who have still not seen the movie go ahead, it is paisa wasool all the wayJ!! For those who are luckily still carrying the ticket, its still worth discount on your favourite shirt. I’m sorry for giving the information late for those who have thrown the tickets.
Happy Shopping the Bollywood Ishtyle !!
- Roli
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January 7th, 2009 at 12:42 pm
At the time of crisis, any way of promotion which can attract customers is good. And this Bollywood style retailing has really prooved its worth. But the only problem which I guess can occur here is with the uncertainity of movie’s success. This kind of promotion is generally used when movie has been hyped enough in the market before it’s release. And its true with almost all the movies listed above. So as long as movie is not relased it’s fine, but if after release movie flops, like in the case of Sawariya, then the whole investment made in such promotion may go waste. And we should not forget that these are not economical tool of promotion.
Well I really loved the Ghajini collection of Van Heusen!!!
January 7th, 2009 at 12:43 pm
Nice piece of information Roli…. Keep it up… Cheers !!!
January 7th, 2009 at 7:09 pm
Well Rajiv when you say these are not economical tools of promotion I feel these are not tools of promotion at all. These are collaborations between movie production houses and retail brands. The character in Ghajini needed the look and Van heusen served for which it was compensated. The offer which followed only added to revenues on both side. Had the movie flopped Van heusen would’nt have lost anything.In fact in cases where the movie doesnt work I feel this collaboration helps the producer to get back a few bucks. Examples Tashan, Love Story 2050, Krishh etc. So I think Retail should welcome Bollywood and consumers have all reasons to rejoice.
January 9th, 2009 at 5:03 pm
the success of brand depends on the fact whether they hav been able to relate itself to the story. for van huesen in ghajini it was a good proposal.but in many cases it flops too when it comes to relate to the audience.