Adgully Exclusive | What's the deal between Maneesh Mathur's EMC and J21...?

EMC Solutions Worldwide recently, cracked a deal between Jealous21 (J21), a brand under the Indus League, which manufactures and retails ready-made apparels under various brands and Sony Music which brings out international singing sensation Britney Spears's latest music album "Femme Fatale". Through an agreement with J21, EMC did a co-branded tie up with J21 and Femme Fatale album.

Speaking exclusively to Adgully, about why and how this association happened, Maneesh Mathur, Joint Managing Director, EMC Solutions Worldwide said, "J21 brands primary TG is youth and for them "Music and Britney' was a good option. We at EMC have always looked at giving brand solutions rather than doing force fits. We always try and come up with innovative marketing ideas".

Elaborating on the deal structure and explaining the benefits that both the parties would get, Mathur said, "J21 promoted the latest album of Britney by doing a co-branded TVC. This promotion was done on TV, online, outdoor, radio and in-store across various formats like Pantaloons, Central & Reliance, etc. using picture, name, video and/or audio recordings and any other visual representation of Britney Spears from the music album."

Adding further he said, "The marketing fundamentals are true for any and every industry, only difference is the usage of the tool. In today's competitive time ROI is the most important and efficiency the key. These entertainment tie ups don't only deliver the set brand objectives but also deliver it efficiently and effectively".

Speaking on the association, Shibani Mishra, Chief Marketing, Indus League said, "We are delighted to associate with a pop music icon like Britney Spears, she brings with her absolute zeal, spirit and confidence a necessity for today's youngsters. We are thrilled to promote Britney's album "Femme Fatale" and are certain to make our customers extremely happy."

All the promotional activities mention that J21 will run a contest for the general public for a period of 3 months. 15 winners of the contest will get a chance to attend a concert of Britney Spears at Puerto Rico on 10th Dec 2011. | By Ankita Tanna [ankita(at)adgully.com]