psLIVE allies tea brand ‘Parivar’ with ‘All Is Well’ for effective marketing

24 Aug,2015



Today, Bollywood has significantly emerged as an extensive marketing tool that can be used by brands, strategically, to talk to their respective consumers. Therefore, in a bid to exploit this growing trend, psLIVE assisted Sapat International to associate its fastest growing tea brand,  ‘Parivar’ with the movie as the positioning of both the brand and the film exhibit an extremely seamless fit.


Observe: The promos from the ‘All Is Well’ stable clearly suggest that the movie directly targets family consumption – a coherent purpose that Sapat International’s premium tea brand ‘Parivar’ also desires to achieve.


As part of the tie-up, Sapat International has created a co-branded television commercial with ‘All Is Well’ in an attempt to capitalise on this psLIVE-helmed partnership. Says Dr. Nikhil Joshi, Group Managing Director, Sapat International, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”


To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print campaign and ‘on-pack’ packaging. ‘All Is Well’ released on August 21. The family entertainer is directed by Umesh Shukla. It features Abhishek Bachchan, Asin, Rishi Kapoorand Supriya Pathak. It is produced by T-Series and Alchemy Productions.


Says Vinod Bhanushali, President – Marketing, Media & Publishing (TV), T-Series, “Umesh Shukla’s scripts are always backed with a certain dose of social consciousness. And with actors like Rishi Kapoor, Supriya Pathak, Abhishek and Asin helming this family narrative, the tie-up between the film and Parivar comes as a natural association. The brand name very well blends with the concept of the film. The tag line created for TVC also speaks about family, values and togetherness which the film speaks about. The integration goes well which has increased the film’s visibility also.”


Commenting on the association, Sidharth Ghosh, Vice President, psLIVE says, “All Is Well seemed to be a perfect fit for the tea brand ‘Parivar’ as both seamlessly blend with each other. This association will increase the brand recall.At psLive, we are extremely delighted having initiated this integration.”


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