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ESP Properties executes four unique brand associations for SRK’s ‘Dilwale’

MUMBAI: ESP Properties, the entertainment, sports and content arm of GroupM, executed four brand associations with the SRK-Rohit Shetty entertainer ‘Dilwale’. The brand tie ups were with Ariel, Best Rice, ICICI and PayTM.

In tandem with SRK-controlled Red Chilies Entertainment, ESP Properties was actively involved in the ideation, planning and implementation of the project ‘Dilwale’. ESP Properties stitched four different brands with four solutions all tying up to the film. The agency married and integrated the uniqueness of each brand positioning seamlessly with the brand category.


ESP Properties roped in Ariel for a seamless in-film integration as an extension of their award winning campaign ‘Share TheLoad’. They created a unique targeted marketing campaign for HSM (Hindi-speaking market), Tamil, Telugu, Kannada and Marathi speaking markets. A TV copy was also created that brought alive the #ShareTheLoad concept through the magic of SRK and ‘Dilwale’.

Best Rice

Another outing of ESP Properties was with Best Rice, the rice packaging from Best Foods. Best Rice aimed at activating their trade community and consumers through this association. Activating and engaging the trade through the trailer launch and consumer activation through ‘On Pack’ license and promotion of the film, ESP integrated their two-pronged brief effortlessly. Markets reached through mediums were largely HSM in tier I and tier II cities.


ESP Properties did not only work on India focused brands but also on brands that reach out to international markets. With ICICI Remittance, remit to India service, ESP Properties saw a perfect connect with the film. Keeping in mind the movie’s reach, ESP Properties activated markets like US, UK & UAE for consumers through TV and Radio. Consumer contest were held and winners got a chance to meet their favourite stars from ‘Dilwale’.


A subscriber and consumer base of 11 crore was the most compelling and rich mining land for the ‘Dilwale’ fans.  By means of direct marketing, PayTM offered the film a platform to market its film directly to these 11 Crore people. The production house provided a co-branded AV wherein lead actors spoke about the film related brand offer. PayTM integrated the AV on its app and website that are in itself a medium for marketing today. PayTM interacted with its entire consumer base by sending them push notifications about the film and allowing them to book the tickets for the film in advance offering cash back. This first digital-only campaign enabled ‘Dilwale’ fans with 10 per cent each back on each ticket purchased thru PayTM wallet

“It’s no more about only ‘in-film’ or media deals in the changing breadth of brand possibilities and entertainment avenues. The number of platforms available to help establish clients as a true “brand” is growing by the day and ESP is helping them create custom solutions basis their unique positioning and identity.  For Dilwale, the associations are unique in a manner beyond the conventional integrations which are well thought of and executed and will hit the right chords with the consumers as well as viewers.” said ESP Properties business head Vinit Karnik.

Red Chillies Entertainment CEO Venky Mysore  said about the association, “It is great associating with and an agency like ESP for ‘Dilwale’. They brought in brand integrations to the film, which were rather unique and facilitated the process of touching the sentiments of the audiences. ‘Dilwale’ is a family entertainer and ESP made sure the families were connected.”

Dilwale is a family entertainer with a blend of action, romance and comedy. The cast of the film include Kajol, Shah Rukh Khan, Kriti Sanon, Varun Dhawan, Varun Sharma, Vinod Khanna, Kabir Bedi, Johnny Lever, Boman Irani and Sanjay Mishra.

The film is produced by Red Chillies Entertainment, in association with Rohit Shetty Productions. It released on 18 December.