Region-based manufacturers using Bollywood as a branding tool

Last Updated: Mon, Jan 07, 2013 19:42 hrs

Going beyond the traditional mode of advertising, region-based manufacturers are using bollywood movies as a tool in order to position their brands. Manufacturers such as Ludhiana-based Avon cycles, Punjab-based Preet Tractors and Himachal Pradesh-based Indo Farm Tractors have already featured in Hindi movies.

According to the manufacturers, not only brand recognition but also brand recall value are compounded by using movies as a branding tool. It helps attracting customers as well as dealers. It is worth mentioning that Avon Cycles has been associated with movies like Koi Mil Gaya, Bhootnath and Ranbir Kapoor-starrer Barfi. While Preet tractors has been featured in Son of Sardar featuring Ajay Devgun, Indo Farm Tractors was seen in Akshay Kumar-starrer Khiladi 786.

According to experts, association with Bollywood gives brands a clutter-breaking opportunity to look beyond the 30-second television commercial and further helps in enhancing the brand recall and people tend to feel to associate with the particular brand.

Speaking to Business Standard, Preet Tractors, President-Marketing, Vimal Magoon said, “Our brand was featured in Son of Sardar. There are 19 tractor manufacturers in India. In order to postion your brand, you need to associate with any celebrity or movie. Bollwood helps not only positing the brand among the wider section of audience but also enhances brand recall. It also develop trust among the prospective consumers.”

Preet Tractors has installed tractor manufacturing capacity of 6,000 units an annum and has plans to enhance it to 10,000 units an annum.

Echoing similar sentiments, Anshul Khadwalia , executive vice-president , marketing and sales, Indo-Farm tractors, says, “The director of Khiladi 786 saw one of our advertisements and liked the machine for its stylish looks. So, we decided to feature in the movie which also helped us in branding the product.’

Anshul says a massive change can be noticed in the buying behaviour of customers, which is the primer behind Indo Farm 90 HP sleek looks.

Indo Farm Equipment Ltd, maker of Indo Farm brand tractors, is looking at registering double-digit growth in the current financial year, with high powered tractors. Having launched 90 HP tractors for international and domestic market, the tractor manufacturer announced its coming 120 HP tractors which could be expanded to 150 HP for the international market.

Commenting on this new adopted medium by local players, one of the senior executive associated with advertising company says crafting a company brand is one of the most effective market strategies a company deploys. The created brand makes a product or service distinctive or unique compared to others in the market. Moreover, association with Bollywood movies, creates a visual, emotional, and cultural connection between customers and the company. He added Bollywood made an unparalleled medium for brand promotion.

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