Blogs of Vaddadi Shyamal Kumar on Brand and Marketing.
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Read my following posts in Memoirs apart from blogs of Vaddadi Shyamal Kumar
Listing of d2h on Nasdaq
Launch of d2h Nachle
An objective analysis FORCE
SHYAMAL KUMAR VADDADI
SULTAN – IN FILM PLACEMENT
Brand d2h has done an in-film placement deal in Movie Sultan with Salman playing the lead role. The deal was with YRF. The simple reason why the brand did such a deal was to ride on the mandatory digitisation drive in DAS – III towns like district headquarters with less then 10 lakhs populations, rural areas got classified as DAS IV. The movie Sultan was released on July 6th, 2016. 4 years later, today I fondly recollect those exciting days.
Entertainment and sports are the two genre’s that Videocon d2h was always associated with. Be it the tittle sponsorships of Mumbai Indians in Indian Premier League from 2013- 17, or being the weekend sponsor for IIFA Awards. The movie’s plot was based on rural sports, with the aim to provide entertainment with its action drama.
Off the various options to reach out to these customers as this was a unique landgrab opportunity. Brand d2h, outwitted competitors by taking this in film placement route. This innovation in reaching out to rural consumers along with conventional options like TV, Radio, van promo has created a much bigger impact. This in film branding, followed by another simple act of tying the reflector as done by Salman in the movie by our sales team, service team amplified the impact. The onlookers immediately recalled the brands association.
The key takeaway for myself at the brand team at d2h: Our brand / product got a screen time of around 250 seconds, with the protagonist acting as a sales and service franchisee of d2h. The lead actor, Salman fixes d2h connection at a customer’s house. Later on, after he became a world champion. He endorses our brand campaign, Khushiyon ki Chatri in the movie. Link for Khushiyon ki Chatri TVC:
We undertook a 360-degree campaign “Main bhi Sultan” to amplify our association in rural Hindi heartland who are highly influenced by Hindi movies. The campaign was implemented internally also. Various departments participated in this contest. We ran a cobranded TVC in various channels. Link for the co – branded TVC
BRAND CASE STUDY
We went to develop a case study in association with IIM Bengaluru. Professor Seema Gupta wrote this case. Please click on this for the case study