Looking for reach and engagement with Hawaa Hawaai: HDFC's Tripathy

In world where every brand is eyeing on grabbing consumer attention, in-film marketing, film partnerships and film associations are some of the essential marketing practices that film-makers and brand heads’ do. While some have found the perfect marriage of the films concept and the brand’s core value, many have missed the formula of this perfect equation. Apart from the macro understanding of the tactics in the business, one has to been very cautious of the right amount of exposure of the brand in the film.

Hailing from the very niche BFSI sector, HDFC Life has been associated with films in the past. In 2007, the company co-promoted the movie Spiderman. In 2010, HDFC Life associated with Patiala House, a family drama/sports film for in- film placement. This film was about a sports person’s determination and struggle to fulfill his dreams. Adding another film in the association list, this private life insurance company had recently announced their association with Amole Gupte directed Hawaa Hawaai presented by Fox Star Studio and features young star Saqib Saleem along with national award winner child actor Partho Gupte in the leads. With Hawaa Hawai, the company has moved a step further with in film placement and thematic integration.

Adgully caught up with Sanjay Tripathy, Sr. EVP and Head, Marketing, Products, Digital & E-Commerce, HDFC Life to know about in-film placement, theme integration and more on this association.

As a writer, actor or director, Amole Gupte has a ‘thought’ that is common in his DNA. Tripathy says that Gupte’s films always touch the emotional chord with a strong social message. “Hawaa Hawaai is another thoughtful film from his stable. It’s about the triumph of human spirit and of strong will and determination (pakka iraada). The film features critically acclaimed and popular actors, which in-turn have an impression on young minds”, he said.

Speaking about the association with the film Tripathy said, “As a brand we have always propagated ‘Independence and Self respect’ or ‘Sar Utha Ke Jiyo,’ as a way of life and the film’s core message is a perfect fit with our brand philosophy. Through this film, we are celebrating people who help fulfil others' dreams through their efforts and live their life with head held high. Both the protagonists of the film are the kind of people we celebrate as a brand. Arjun, the protagonist, lives his own dreams through his determination, whereas his coach Lucky is determined to enable him to achieve those dreams”.

As a brand association, blend of ideologies is very essential. Sharing his thoughts on how he thinks will this association stand true to the brand’s philosophy, he said, “By associating with Hawaa Hawaai, we are sending out our brand message that if you have strong determination and sound planning (pakka iraada and pakke plans), you will always fulfil your dreams, be it your personal or financial goals”.

The brand has a strong thematic and philosophical connect in the anthem- Sar Utha Ke jee which is written by Amole Gupte and Tripathy believes it reflects the brand positioning as well as its philosophy.

With the ideologies and philosophies in place, what are expectations from the film and HDFC Life’s association in getting the aimed ROV? Responding to this Tripathy said, “Through this association we’re looking at three objectives: Firstly, reaching out to a wider, more diverse audience than we do though our traditional plans; secondly, creating engagement opportunities by providing content which is fresh and which the TG has high affinity for and lastly, driving brand message of ‘self-respect’ through proper planning and concrete action”.

Tripathy opines that given that the production house’s efforts of promoting the film, he expects to widen the brand’s reach, in terms of audience profile for this association. In the longer term, we’d expect the younger audience, to identify with the brand message of “Sar Utha Ke Jiyo”, in the same way that the previous generation did.

Mere in-film practices are not essentially enough for standing out the constantly cluttering film and advertising space. Hence a brand has to flex its marketing muscle power to reach maximum number of people. Speaking about the various marketing and promotional activities undertaken to leverage this association, Tripaty said, “The campaign is going live across media like TV (News, Sports, Movies), DTH (Tata Sky, Airtel), OOH (Live-media) and Cinemas (Fun, Inox) with co- branded creatives. Also, we have a whole digital leg to the campaign, where we will engage with a younger audience profile, in an environment which they’re comfortable in. In addition to this, we are also leveraging the content on our other digital assets like Facebook, Twitter to build engagement with our audience”.

The film releases on 9th May 2014.