How Dabangg is my brand: Ormax study

30 Jan,2013

By A Correspondent


In an independent study conducted by media and entertainment research firm Ormax Media, Fevicol leads the list of at least 12 brands that tied up with Salman Khan’s blockbuster Dabangg 2. At no. 2 and no. 3 position are Colgate Active Salt and Suzuki Hayate respectively.


However, most other brands that associated with the film have not benefited from the association, with no significant recall in the study conducted in the week after the release of the film. These include brands like Thums Up, Gillette, Dixcy Scott and Fastrack, among others.


Fevicol evidently benefited from the usage of the brand name in the chartbuster Fevicol Se, featuring Kareena Kapoor with Salman Khan. Colgate Active Salt ran a contest called the ‘Colgate Active Salt Dabangg 2 Challenge’, with Sonakshi Sinha featuring in the ad. Suzuki Hayate, a brand endorsed by Salman Khan anyway, almost ran a multimedia contest, with bikes as prizes.


However, despite these associations, Revital emerged as the brand with the strongest association with Salman Khan. Revital didn’t have any co-branded ads for Dabangg 2, but their consistent brand endorsement by the no. 1 star over the last few months has ensured that it benefits from any Salman Khan event, including a film release like Dabangg 2.


Shailesh Kapoor

Speaking about the research, Shailesh Kapoor, CEO, Ormax Media, said, “Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations.”


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