How Brands Like Center Fresh and Astral Pipes Shine in Baby John
Baby John blends action with brand integrations, featuring Center Fresh, Astral Pipes, and POCO, plus unique campaigns by Spotify India and Chinese Wok.
Deepanjali
The Varun Dhawan-starrer Baby John has taken the Christmas box office by storm. Directed by Kalees and produced by Atlee, the mastermind behind Jawan, this action-packed thriller delivers an intriguing storyline and clever brand integrations. Starring Varun Dhawan, Keerthy Suresh, Wamiqa Gabbi, Jackie Shroff, and Rajpal Yadav, along with a special cameo by Salman Khan, the film keeps audiences hooked with its twists and turns.
The plot follows a cop-turned-vigilante, who adopts a new identity to protect his daughter. However, his dark past catches up when her life is at risk. A remake of the Tamil hit Theri, Baby John brings fresh energy to the screen, but it’s the creative brand placements that truly stand out.
Center Fresh: Subtle Yet Impactful
Perfetti Van Melle’s chewing gum brand, Center Fresh, grabs attention with its smartly integrated billboards in pivotal scenes. Initially understated, the giant blue billboards become unmissable as the film progresses.
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According to the brand, “Today’s Gen Z audience prefers subtle brand integrations within engaging content over traditional ads.” This philosophy is evident in how Center Fresh leverages Varun Dhawan’s role, who was already their brand ambassador earlier this year.
The seamless integration extends the narrative of freshness and vibrancy, aligning with both the brand and the storyline.
Astral Pipes: Bold and Dynamic
Astral Pipes takes a different route with its bold and direct presence. Known for its memorable appearance in Pushpa 2: The Rule, the brand reappears in Baby John with a truck-side ad and an action-packed fight scene. Here, Varun Dhawan uses an Astral pipe to battle villains, creating a dramatic yet memorable product placement.
POCO and Other Subtle Mentions
POCO, the mobile phone brand, makes a subtle yet clear cameo. The name is prominently visible on a phone used by a character, reinforcing its tech-savvy appeal to the audience.
Even smaller products like a 10-rupee chocolate make brief appearances, leaving viewers to decode the brand’s tagline connection.
Beyond the Screen: Chinese Wok and Spotify
Promotions extended beyond the movie through partnerships with Chinese Wok, a quick-service restaurant chain, and Spotify India. Chinese Wok created a synergy with co-branded activations, including metro ads and in-theatre branding, celebrating the film's bold energy.
Meanwhile, Spotify collaborated with composer Thaman Shivakumar Ghantasala to give fans a glimpse into the behind-the-scenes magic of the soundtrack, with Varun Dhawan stepping in as a music producer.
