ESP Properties executes four brand associations for Diwale

29 Dec,2015

By A Correspondent


ESP Properties, the entertainment, sports and content arm of GroupM, executed four brand tie ups- Ariel, Best Rice, ICICI and PayTM, the recent Shah Rukh Khan-Rohit Shetty film Dilwale. The PayTM association is an industry first with a ‘digital only’ campaign to be tied-in with the movie, notes a communiqué.


ESP Properties has been actively involved in tandem with Red Chilies Entertainments in the ideation, planning and implementation of the project ‘Dilwale’ and has been on top of the execution from the beginning.


“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 Vinit Karnik, Business Head, ESP Properties.


Venky Mysore, CEO, Red Chillies Entertainment 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.”



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