ACC Cements partners with Dharma's 'Gori Tere Pyar Main'

ACC Cement associating with Dharma Productions  for ‘in-film branding’, as Solo & Exclusive Brand Partner to its its upcoming movie "Gori Tere Pyar Mein".ACC Cement has always used traditional methods of advertising and branding and this would be the first time it has ventured into in-film branding. Releasing on 22nd November and starring Kareena Kapoor and Imran Khan, the fun-and-romance movie revolves around them and their perseverance in enabling the building of a bridge in a village.  The story-line integrates ACC Cement seamlessly and showcases the brand through crucial scenes of construction of the bridge, especially in the second half of the movie.  ACC believes that this positive association with building bridges, relationships and helping to progress rural India, is sure to remind viewers of its strong legacy and partnership in nation-building.

Dharma Productions is known for vigorous marketing and promotion of all its movies.  It is already marketing this movie through a number of media including Television, Radio, Digital, Outdoor and Print.  As part of its promotions, it is publicizing the movie’s songs.  And Brand ACC gets the benefit of this as it appears in one of the movie’s latest songs ‘Naina’, currently showing on music & entertainment channels on TV; and also available on Youtube.  Attaching a snapshot of ACC’s special appearance in the song.

To leverage the association to the brand’s advantage, ACC has also made a ‘co-branded’ 30-second TV commercial, using shots from the movie that highlight the story and the presence of  the brand, integrated with shots from its ‘Cementing Relationships’ theme TVC.  This TVC will be aired on several channels in the week before the movie releases.

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