Leading FMCG conglomerate Girnar Food & Beverages has partnered with Ajay Devgan starrer Bollywood movie ‘RAID’.
Leading film marketing and brand alliance agency, Blue Bang Media & Entertainment completed the transaction.
The deal entails a co-branded TV commercial has been created to seamlessly merge the brand with the film. The salient features of the brand inherently align itself to the central character of ‘Raid’ played by Ajay Devgn hence the association fructified.
Started its journey four decades ago, Girnar Tea now holds the reputation of being one of India’s finest tea brands, with a respectable name amongst tea connoisseurs across the globe.
Girnar Tea is one of India’s finest tea brands and a respectable name amongst tea connoisseurs across the globe while the lead character of Raid is that of a tough and honest officer who strongly believes in his principles.
“An excellent fit between our brand and the character played by the star of the film Ajay Devgn in RAID attracted us towards the tie-up. Our TG of Kadak-Chai lovers looks up to Ajay Devgn as a symbol of toughness and principles as portrayed in the film. Also, it was a great opportunity to reach our core target audience by aligning our brand with an entertainment platform,” said the Director of the brand.
The lead character played by Devgan has an excellent connection with the brand’s TG of Kadak-chai lovers which have been used to link the brand and the film in the co-branded communication. The co-branded TV spot spans over 20 seconds will play out across leading media platforms.
Check out the commercial here:
Speaking on the association, Vinod Bhanushali, President – T-Series, said, “The partner brand Girnar has seamless synergy with our film RAID and the brand ethos of toughness and principles is in line with the character of Ajay Devgn in the film. Hence, we saw a great connection between the brand and the film and we are very happy to have a prestigious brand like Girnar as a brand partner on our film RAID.”
According to Vinay Punjabi, MD and CEO, Blue Bang Media & Entertainment, through this association, Girnar Tea accomplishes its objective of connecting with its core TG through an entertainment platform that echoes the salient features of the brand.
RAID is a thriller film produced by T-Series and Panorama Pictures, starring Ajay Devgn, Ileana D’Cruz and Saurabh Shukla in pivotal roles.
The edgy-thriller RAID hit the theatres on March 16, 2018.