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ESP Properties executes four  brand associations for the film ‘Dilwale’

ESP Properties, the entertainment, sports and content arm of GroupM, has managed 4 innovative brand tie- ups, with Ariel, Best Rice, ICICI and PayTM, for the recently released film ‘Dilwale’. The PayTM association is an industry first with a 'digital only' campaign

BestMediaInfo Bureau | Delhi | December 29, 2015


ESP Properties has been actively involved in tandem with Red Chillies Entertainments in the ideation, planning and implementation of the project ‘Dilwale’ and has been on top of the execution since day one. ESP Properties stitched 4 different brands with four unique solutions all tying up to the film. The agency married and integrated the uniqueness of each brand positioning seamlessly with the brand category.

ESP Properties roped in Ariel for a seamless in-film integration as an extension of their award-winning campaign –‘Share The Load’. They created a unique targeted marketing campaign for HSM, Tamil, Telugu, Kannada & Marathi speaking markets. A TV copy was also created that brought alive the #ShareTheLoad concept through the magic of SRK and Dilwale.

Another outing of ESP Properties was with Best Rice; the Gucci of Rice packaging from Best Foods, Best Rice aimed at activating their trade community and consumers through this association. Activating and engaging the Trade through the trailer launch and consumer activation through ‘On Pack’ license and promotion of the film, ESP integrated their two-pronged brief effortlessly. Markets reached through mediums were largely HSM in tier I and tier II cities.

ESP Properties did not only work on India-focused brands but also on brands that reach out to international markets. With ICICI Remittance, remit to India service; ESP Properties saw a perfect connect with the film. Keeping in mind the movie’s reach, ESP Properties activated markets like US, UK & UAE for consumers through TV and Radio. Consumer contests were held and winners got a chance to meet their favourite stars from Dilwale.

A subscriber and consumer base of Rs 11 crore was the most compelling and a rich mining land for the Dilwale fans.  By means of direct marketing, PayTM offered the film a platform to market its film directly to these 11 Crore people. The production house provided a co-branded AV wherein lead actors spoke about the film related brand offer. PayTM integrated the AV on its app and website that are in itself a medium for marketing today. PayTM interacted with its entire consumer base by sending them push notifications about the film and allowing them to book the tickets for the film in advance offering cash back. This first digital-only campaign enabled Dilwale fans with 10% back on each ticket purchased through the PayTM wallet

“It’s no more about only ‘in-film’ or media deals in the changing breadth of brand possibilities and entertainment avenues. The number of platforms available to help establish clients as a true “brand” is growing by the day and ESP is helping them create custom solutions basis their unique positioning and identity.  For Dilwale, the associations are unique in a manner beyond the conventional integrations which are well thought of and executed and will hit the right chords with the consumers as well as viewers.” said Vinit Karnik, Business Head, ESP Properties.

Venky Mysore, CEO, RCE, said about the association, “It is great associating with an agency like ESP for Dilwale. They brought in brand integrations to the film, which were rather unique and facilitated the process of touching the sentiments of the audiences. Dilwale is a family entertainer and ESP made sure the families were connected.”

Dilwale is a family entertainer with a perfect blend of action, romance and comedy.The film is produced by Red Chillies Entertainments in association with Rohit Shetty Productions. The film released on December 18, 2015.


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