Soon after Dhoom II maker Sanjay Gadhvi directed Hrithik Roshan in a Coca-Cola advertisement that mirrors the spirit of the movie, filmmaker Karan Johar too is ready for his first brush with advertising.
The ace director has been roped in by ICI Paints to direct Kareena Kapoor in the company’s new advertising campaign. It is being produced by Shah Rukh Khan’s production house - Red Chillies Entertainment.
The team will work on the Colour Futures campaign - a unique concept introduced by the paints major, of making an annual forecast of international colour trends.
The ICI campaign once again underlines the synergies developing between Bollywood and the advertising world. The interaction is no more limited to star appearances.
Big directors, major production houses and now even music directors are gradually increasing their stake in advertising.
After Rang De Basanti’s brush with in-film promotion of Coca-Cola, the soft drink major decided to go a step further.
The Coke Uthale, Dhoom Machale campaign shows Hrithik endorsing the brand, sporting the same gear that he wears in Dhoom II. And now the company has teamed up with the music director of the film to create a ring tone as well.
“We have got Pritam, who directed the music for Dhoom II, to blend the signature tune of Coca-Cola and the theme song of the movie to create a ring tone that can be downloaded on mobile phones. This is the first time that a Bollywood music director has worked with a company on such an experiment,” said a Coca-Cola spokesperson.
“There is a spirit of vivacity, energy, vibrancy and youthfulness that flows through Dhoom II. And it made sense for us to exploit that shared spirit of the movie and the lifestyle drink. We will see more of that happening as the two sides see the brand benefits of such a sync,” said McCann Erickson Creative Director Anirban Sen
The Kareena-Karan-Shahrukh team has reportedly pushed this year’s promotional budget for ICI Paints up a few notches to about Rs 60-Rs 70 crore. But the added cost will be more than compensated for.
Refusing to comment on the cost of the new campaign, ICI India Marketing Head (Paints Division) Hina Nagarajan said: “We have been spending about 9-10 per cent of our turnover on advertising campaigns. This time a big chunk will be going to the Colour Futures 2007 campaign and we are trying to take a leaf from the Hollywood success stories to make the campaign work.”