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Brands catch ‘Ki & Ka’ fever

MUMBAI: Kareena and Arjun Kapoor’s upcoming romantic comedy ‘Ki & Ka’ seems to be holding great sway over advertisers. Eight brands, namely Kit Kat, Daawat Rice, Saffola cooking oil, Lakhme, Vistara Airlines, Banihal.com, Reliance Jio and Goldie Masale, are now aboard the film, garnering an estimated Rs 18–20 crore worth of noise across platforms.

“The movie’s storyline is of today’s young couples, and that makes it very advertiser friendly. The association with brands goes beyond just in-film placement. Most brands are running their own campaigns around ‘Ki & Ka’,” said Eros International chief marketing officer Prerna Singh.

For instance, matrimonial portal Banihal.com has a new TVC featuring the ‘Ki & Ka’ actors. “’Ki & Ka’ is a really innovative film which will have a huge appeal for India’s cosmopolitan, heady working professionals. This group is tired of their parents or society determining what kind of a partner they should spend the rest of their lives with. Add to that the widespread popularity and fandom that Kareena Kapoor and Arjun Kapoor enjoy among the youth. Collaborating with the stars and this film was therefore the ideal way for us to reach out to our target markets. The idea is to let them know that they too can get lucky like Ki and Ka and find someone just right for them with Banihal!” said Banihal.com’s founder and CEO Ishdeep Sawhney.

Eros’ strategy was to rope in brands that spend across Hindi GECs and youth channels and would therefore drive pre-release promotions, added Prerna. To be sure, Dawaat Rice had an integrated ‘Ki & Ka’ campaign running last weekend during the runtime of ‘Bajrangi Bhaijaan’ on Star Plus.

To add to the visibility at theatres, Eros has tied up with multiplex chains for on-ground and in-cinema placements. Most cinema halls will have ‘Ki & Ka’-labelled popcorn, while washrooms have also been branded ‘Ki & Ka’.

Additionally, Eros has formed strategic media tie-ups with the Bhaskar Group and Romedy Now. While the print media company will invite its readers for special activations in Indore, the rom-com channel is running a film festival called ‘Two to Tango’ during which Kareena and Arjun is jointly appearing in promos.

Speaking about the tie-up with Romedy Now, Kareena said, “I am a softie, a romantic person at heart, and I love to watch rom-coms. Our film ‘Ki & Ka’ is about and for bright, young and open minds, and so is Romedy Now. The channel plays my kind of movies and that’s why I’m glad we’ve partnered with them for the movie.”

Slated for release on 1 April across 1,600+ screens in India, ‘Ki & Ka’ is written, directed and produced by adman R Balki.