Brands have long been associated with films — an actor picks up a can of cola, making sure that the brand name faces the camera; or the leading lady only wears clothes sold at a certain store. But now, Madhur Bhandarkar’s Heroine, starring Kareena Kapoor, is set to take this association to a whole new level by getting eight brands on board.
No female-centric film so far has featured so many brands. While some of them — Lakme, Head & Shoulders and Monarch Universal – are brands that Kareena herself endorses, other brands like Cera, Rupa, Jealous 21, Sugarfree and Cocoberry will be integrated in the film and associated with its promotional activities.
“Heroine is a woman-oriented film and I am happy that brands today are open to associate with such films, which was not the case before,” says Kareena. “The trend is changing, and I’m glad to have been part of it.”
About working on the film, she says, “It’s been an exhilarating experience and Madhur has pushed the envelope to bring out a strong performance from me.”
Shikha Kapur, executive director, marketing, Studios, Disney UTV, adds, “Even though it’s a heroine-led film, because of its content and Kareena’s strong brand recall, we have successfully managed to bring key brands on board.”
Previous woman-centric films with brand associations include Fashion (2008), with four brands — Sunsilk, Lenovo, Reebok and Kimaya and Aisha (2010) with three brands — L’Oréal, Christian Dior Couture and DLF Emporio.
Big star,big brand-Shah Rukh Khan: Ra.One (2011) - Sony PlayStation, Nerolac, McDonald’s, Western Union Money Transfer, Videocon, Nokia, Coke, and Cinthol
Aamir Khan: 3 Idiots (2009) - Fortis, Reliance Life Insurance, Tata Tea, Airtel, Pantaloons, Mahindra Two Wheelers
Salman Khan: Bodyguard- Audi Q7, Maxo Coil, Tupperware, Sony Vaio, BlackBerry