Adgully Exclusive | CenturyPly weaves a royal experience for dealers with the help of EMC

EMC Solutions Worldwide Pvt Ltd the company which has been constantly coming up with innovative film marketing campaigns have enabled a never seen before campaign idea for the first time. Marketing the movie with the legacy that the actor of the film carries and seamlessly merges it with the brand identity is what the company has managed to do this time.

Amitabh Bachchan and CenturyPly were brought together at the shooting of Aarakshan.

The selected few participants were selected from a brand's activity. Shahenshah-e-Durbar Contest was an activity meant for CenturyPly's coveted Royal Club members (Dealers) who qualified for the financial year 2010-11 and were eligible to participate in this contest. The best performers depending on various parameters were chosen and they were given the chance to appear and act in a movie with the "Shahenshah of Bollywood"- Amitabh Bachchan.

The most exciting part was that the topper in the list was given a chance to have a dialogue in a specific scene, designed, especially for CenturyPly. The lists of the winners were announced at the Meet at Macau.

The response to the innovation was huge and the scheme over delivered on the objective.

Speaking about the spends, though a little hesitant, Mathur, says, "The spends were at par with what a in film placement for a Amitabh Bachchan movie will cost but the deliverables were much more."

Mathur further adds that clients are looking for these kind of innovations in a big way. "Lot of clients have approached us using CenturyPly and Aarakshan as a benchmark and we are closing 2 more deals," he says.

Banerjee says that first and foremost movie is one of the best medium to reach out to the masses and that the has also realized that it also touches the hearts of the people.

"It is needless to say that our brand will get a good mileage out of this association. A charismatic figure like Amitabh Bachchan's will surely have its due impact on the Brand. These kinds of associations are rare in our industry and Centuryply being a leader has proved time and again that whatever it does it turns out to be a benchmark for the industry. This has also proved that the marketing fundamentals are true for any and every industry, only difference being the usage of the tool," he adds.

The brand through this innovation looked at an array of marketing needs and Banerjee lists them as:

To create a "money can't buy" experience for the largest customers of Century ply...the Century ply Royal Club.

To offer a gratification program which nobody in the industry have ever thought of----"Act with the Big-B himself in his forthcoming film" -----spend an entire day with him at the sets of Arakshan.....at an exclusive outstation location

To launch a sales scheme which powers the top line growth of the brand to capture an additional 2% market share from competition.

To associate the brand with the BIGGEST Bollywood Icon " Mr Amitabh Bacchan"

To associate with a film where the marketing prowess of a suave marketer like Mr Prakash Jha is involved.

To try an innovation and in-film placement initiative which is creatively woven into the script of the film and creates powerful multipliers for the brand. | By Prabha Hegde [prabha(at)adgully.com]