Land Rover Discovery 4 plays a key role in the movie while ING Life Insurance becomes the brand partner.
BestMediaInfo Bureau | Delhi | July 12, 2011
Brands have always been bullish on integrated film marketing and if it is a big ticket movie then several brands associate themselves for effective recall. One such movie is Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koechlin starrer Zindagi Na Milegi Dobara (ZNMD) which is releasing this Friday. It will not be wrong to say that this film is full of integrated branding. First Mountain Dew and now Land Rover and ING Life Insurance have announced their association with the film. Recently Mountain Dew launched a TVC with the ZNMD starcast and now ING Life Insurance has announced the launch of similar TV campaign.
Land Rover Discovery 4 is seen in the movie as it was a natural choice for the producers who recognized the vehicle's perfect combination of sophisticated style and versatility both on and off road. The premium luxury and practicality of the Discovery is well suited to a road movie that could prove to be a hit of the year.
The film producer Ritesh Sidhwani said, "When deciding on the SUV, as written in the script by Zoya and Reema, I couldn't have thought of any other SUV that was suitable to travel on the different terrains, but a Land Rover. The safety and comfort of the cast was important and this can be trusted with the Land Rover Discovery 4. The vehicle is also being used to promote our film in an innovative way by driving from Mumbai to Delhi, as the central concept is about a joyous road trip that takes three friends on an exciting once in a lifetime journey!"
ING Life Insurance has associated itself as a brand partner to Zindagi Na Milegi Dobara. Speaking on the association, Uco Vegter, Chief Marketing & Strategy Officer, ING Life Insurance India said, “We are delighted to partner with Zindagi Na MilegiDobara and we believe that the title and theme of the movie, resonates very well with our core proposition “Because you and your family are insured with ING Life Insurance, you can live your dreams. After all you have only one life to live.” This association will help us take our proposition to the Indian masses who also happen to be avid followers of Bollywood movies.”
The company’s latest TV Commercial communicates a key brand benefit “Manao Zindagi Ki Har Khushi, ING Life Insurance ke bharosey ke saath” by using happy fun-filled moments from the film. The company has also launched a 360 degree Marketing Campaign to support the association across the country that comprises of hoardings, in cinema promotions, special screenings for its agents and employees, events targeting housing complexes and on internet.