Fitness brand Zumba has collaborated in the upcoming movie ‘Chandigarh Kare Aashiqui’, starring Ayushman Khurana and Vani Kapoor, which is slated for worldwide release on December 10, 2021.
The brand has been integrated in the movie, directed by Abhishek Kapoor, in a very subtle way and has been showcased not only in the movie but also in the trailer.
The studio has also created a hook line integration for the brand in the song “Tumbe te Zumba”.
The song is being globally promoted by zumba instructors, making their own choreographies. People are also organically making reels on the hook step of the song.
The idea for the collaboration came from Sheeko, who cracked this with the makers of the film, T-Series Films and Guy In The Sky Pictures. Sheeko also facilitated with the Zumba global team.
“We feel that non-intrusive integrations create more impact on the audience than a loud yet on-the-face sort of integration. Such brand integrations not only help in brand awareness but helps build advocacy of the service/product being used by people in day-to-day lives. Really excited to have an international brand like Zumba in a Bollywood film,” a statement from Sheeko read.
“We are delighted with Zumba's integration in this movie. The Zumba programme is presented very accurately - a testament to the care and attention taken by the film makers and Sheeko. It was important to us to highlight the fitness element of the Zumba programme and the fact that genuine classes can only be delivered by licensed instructors - this was handled in a compelling but organic manner. Sheeko along with film makers sought not only to present Zumba in an accurate manner but to optimise Zumba's presence, unearthing more opportunities for organic integration that we initially expected,” added a statement from Zumba.