The Campaign

We were talking to married, urban men, who had strong affinity towards movies genre. When it comes to In-film integration, creative execution of the same is largely left to directors who control the shots and hence audience attention for brand is overpowered by the celebrity presence in the shots. will garner equal eyeballs that the celebrity garners. What they don’t realize is that the brand is actually overshadowed by the celeb’s presence. Also, with the extensive media clutter, it was important for us to create stuff in a seamless manner so that the audiences do not miss our brand.

Creative Execution

“Dil Dhadakne do” was an excellent movie with an amazing star cast and was a perfect match for our Target. DDD had already reached out to millions of viewers in theaters and was poised to reach out to an even larger audience base on TV. Post its successful release, we decided to the bank on the existing hype and partnered with the Zee Network to create the first ever in film integration POST release of the movie. Since this was a post-production, in film integration, we had the liberties to select scenes post the shoot and ensured that the integration was up to the mark. The innovation was unique because we were the judge of how our brand was presented. It was not forced in any shot nor was it placed in the background, but it had a proper screen presence.

The campaign was a big success, which can be seen through the results mentioned - The movie reached out to 15 Million of People during its telecast across Zee Network. Sales inquiry went up by 9.3% post the integration The Brand consideration increased by 2%

We try to provide a 360 approach to the client. With a client like Volkswagen, that is open to experiments, we get the opportunity to explore the different innovations across media. We conducted a never ever done TV innovation with Volkswagen, using existing content and amplifying it further. It was done in a seamless manner without compromising the brand visibility.

Our strategy therefore was to “go invincible yet be present, go right inside the content yet not be in your face.” To SEAMLESSLY BLEND in with the content that the audience WANTS to and is WILLINGLY consuming, thereby ensuring captive mind space for our brand. We partnered with Zee Network to create a one of a kind deal with the world television premier of the movie “Dil Dhadakne do”. Volkswagen CREATED car shots EXACTLY like the movie scenes within the movie scenario and seamlessly integrated the same in the story line during the movie’s WORLD TV Premier.