Arya 2, 7Up do a co-branded TVC. First time in Telugu!
7Up and Aditya Arts, the producers of the movie “Arya 2″ managed to pull off a coup by running a co-branded campaign around the movie and the brand. The trailers are on-air on most Telugu general entertainment and news channels. Sources from the TV biz inform me that, Pepsico (owners of 7Up) after contemplating doing the same for its previous movies Josh, Magadheera finally managed to execute it with Arya 2. The brand has purchased these TVC at ‘commercial rates’. Below is the 15-second TVC thats being aired. Already, the city (Hyderabad) and other important towns in the state carry co-branded hoarding of the movie and the brand.
This, though a welcome change to marketing of movies in Telugu Cinema does not comply with the rules of Telugu Film Producer’s Council. The producers of the movie have been served notices by the TFPC and have been asked to come up with an explanation on why the rules of the council were not taken into consideration while running the campaign. While the TFPC cannot ‘ban’ a channel a brand, it remains to see if any action will be taken against the producers for running this campaign. Personally, I welcome this trend and hope to see more such movie-brand associations.
PS 1 : Its a pure co-incidence that I have raised the issue at FICCI, Idlebrain and my blog and around the same time, the commercial went on air. I have no involvement in this. The total credit/blame goes to the 7Up and Arya 2 producers.
PS 2 : A lot of people have made comments on whether they like Arya 2, general comments on creativity in the film industry, or their opinions on PRP. While I respect your opinions/views – we (my moderators or I) would not approve those topics as they’re not related to the topic posted here.
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5 Comments to “Arya 2, 7Up do a co-branded TVC. First time in Telugu!”
Be Updated!
Y dont you and other like minded people in the industry try to educate TFPC, if it serves a better cause.What is stopping you?
Wake up sid! we observed this a couple of weeks back yarr…I suspect your mischievous hand in this
) lol ! So wat next…Some good things are arriving to Andhra and its film industry !!!
Co-branding is when two companies form an alliance to work together, creating marketing synergy (Courtesy-Wikipedia). I define it as “nothing but piggybacking on each other’s strengths”. Do you want it simpler? “Co-branding is Co-operation”
I remember reading Idea Cellular tying up with ‘Paa’ for ‘Talk to Auro’ campaign, wherein callers can leave messages for Auro on an Idea number and in return receive calls from Auro on a pre-determined date. This will be promoted through a co-branded TVC. I believe Bajaj Allianz also tied up with ‘Paa’ for a TVC on Child plans.
I guess co-branding yields definite results, and this is seldom proved; John Abraham starrer ‘Goal’ + Reebok; Dhoom-2 + Pepe Jeans Collection; SRK’s Don Collection with Louise Phillipe are some of the examples. It is an established practice in Bollywood. Why not in Tollywood?
Why would Celebrities (Read Politicians, Sportspersons etc.) come to Audio Release Functions etc.? Is it not co-branding? If that is allowed, Arya-2 co-branding with 7up should be allowed right?
Cheers
Sirish, Any updates on Magadheera release in Tamilnadu?
As an example, say Ramcharan starts endorsing Levis jeans & you see hoardings & in store promotions in Hyd, Vizag etc …. The number of hoardings & in store promotions increase during releases & producers thank Levis as they are also part of styling the film …. Will TFPC have issues with promoting like this ….. Its not crossing rules, just tweaking them a little bit ….