Cadbury Bournville’s media plan involved on-ground activities, television and cinema, but the strongest focus was on digital space, according to Chandramouli Venkatesan, director, snacking and strategy, Cadbury India.
Advance screening tickets were up for grabs, even as a film announced: “With Bournville, catch The Dark Knight Rises before the world does... And remember, you have to earn it’.
Watch the film here:
Venkatesan explained the connect with the franchise: “Bournville has great appeal amongst young adults (19 to 30 years). Just like Bournville, the Batman franchise is very popular among young adults in large towns and therefore, we believe that the association is a great one. With The Dark Knight Rises already the most anticipated movie of the year, and with so many people conversing about it on the social media, the Bournville-TDKR communication is only stoking the appetite of the consumers for the film."
Contests and engagements are promising consumers exciting merchandise. One lucky winner will also be selected for a grand prize: a trip to Warner Bros Studios, Australia.
Citizen Watches’ attempt has been to bring the product story alive through multi-media communication via television, press, digital, outdoor (including cinema foyers) and multi-brand stores nationally. Lintas’ Initiative (Bangalore), the media AoR for Citizen, and marketing tie-up unit Lin TV, were involved in the brand association.
Katsusuke Tokura, MD, Citizen Watches India, said, “The Batman symbolizes resilience, toughness and durability which co-relates to the new Super Titanium collection from Citizen ensuring a strong co-branding message to our target consumer.”
Subhas Warrier, executive vice president (South), Initiative, added, “The tie up was very apt as the brand was looking for strong association that is topical in nature to coincide with the bringing of the Super Titanium range to the ever discerning Indian consumers. Talking to them through legendry movies such as The Dark Knight series leaves a stronger imprint in the consumer mind.”
Not one to be left behind, Citizen Watches too wooed customers with advance screenings.