The Campaign

The independent fashion industry is still growing with a net worth of only 20,000 crores. With limited reach, it is the Indian film industry still lending business to fashion. Thriving with a business of $10 billion, Bollywood is credited with the largest production of movies globally, one that ranges from 1500 to 2000 films a year. Bollywood defines fashion in India, while celebrities are fashion forces to reckon with. BP identified the two pillars, as best complimentary to ride on, for a larger impact.

Creative Execution

The scale of execution was one, few could comprehend. > The tie up saw the coming together of 3 large iconic platforms – The Sanjay Leela Bhansali Productions, EROS International & BPFT. >With a massive pre-launch social media campaign activated on the Blenders Pride Fashion Tour page, ‘Bajirao Mastani’ was trending across social media portals, with posters that had not broken onto the media circuit just yet! >An on ground consumer promo offered the fans an opportunity to meet the stars >The one-of-its kind collaboration saw the unveiling of Bajirao Mastani’s title song at a fashion extravaganza with Deepika Padukone playing showstopper >The world caught a preview of designer Anju Modi's special collection for the movie, reflective of its era & opulence. >The brand that recognized the scale & magic of Bhansali’s work, wrote history with a collaboration that peaked its PR value to a whopping 490 million

•PR worth INR 490 million •Campaign translated into 30 times ROI •5x more ground participation •More than 1.8 lakh fans on Facebook •3 lakh page views •462 million impressions created via social media •4 basis points increase in TOMA

The BPFT – Bajirao Mastani Collaboration brings together three big powerhouses in the Indian Entertainment Industry to deliver a creative marketing solution, not just for any category but a heavily regulated & restricted category in India – The Liquor Category. This collaboration further lends itself to becoming a template for such tie ups in the future & therefore warrants its case to be presented in the Media Spikes.

Insights, Strategy and the Idea

For an industry that produces 1500 to 2000 movies a year, it became imperative for the brand to make the right & most effective choice. The focus was to broad-base the brand reach through wider audience engagement. The choice was not only based on the scale & magnitude of the movie to be collaborated with, but also on the celebrity index of the cast and the stars endorsing the brand.