Pathaan: A Closer Look at Epigamia and Emaar Properties' Shining Moment

Shah Rukh Khan's love for sugar-free yogurt and Deepika Padukone's involvement in a heist in the recently released film "Pathaan" has created more buzz for dairy brand Epigamia than any marketing strategy could have. Similarly, the actor's popularity in Dubai has resulted in a scene featuring Emaar Properties in the spy thriller.

Brand integration has always been a way for brands to make a lasting impact on their target audience. In the case of "Pathaan," Business Strategist and Angel Investor Lloyd Mathias believes the association will have a lasting effect on consumers' recall of the two brands. Mathias explains that a positive association with a film featuring stars like Shah Rukh, Deepika, Salman and John creates a lasting impression in the consumer's mind.

Nisha Sampath, a Brand Consultant and Managing Partner at Bright Angles Consulting, shared the benefits of such brand integrations. Today, people are more aware of product placement, and the discussions around them help to bring the brand into a larger cultural context. Such integrations are a cost-effective way to leverage the popularity of a film or celebrity, compared to directly signing a contract with a celebrity.

Sampath also gave the example of how the integration can bring the brand into popular culture, citing the "Munni badnaam hui" song, which used the name of Jhandu Balm.

With "Pathaan" enjoying a successful box office run and people lining up to see the film, it is clear that the two brands are benefiting from the association. Advertisers are also looking to tap into the buzz surrounding the film. Chief Programming Officer at INOX Leisure Ltd, Rajender Singh Jyala, stated that the release of "Pathaan" has not only drawn audiences to the big screen but also attracted a significant number of advertisers.

Gautam Dutta, CEO of PVR Ltd, reported that the film had a phenomenal opening and is expected to surpass initial figures. The movie has a national appeal, including in South India where it has been dubbed in Tamil and Telugu. Dutta believes that the buzz around "Pathaan" will give a boost to cinema advertising, which will reach pre-pandemic levels in the next fiscal year.

Devang Sampat, CEO of Cinépolis India, also noted the positive reception of "Pathaan" by audiences and the record advance bookings. He believes that the film is expected to set new benchmarks for the industry.

Brand integrations in films like "Pathaan" provide a cost-effective way for brands to leverage the popularity of the film and its stars. The association with a successful film like "Pathaan" will create a lasting impression in the minds of consumers, providing brands with valuable exposure and increasing their recall value. The renewed interest in Bollywood films, demonstrated by the success of "Pathaan," augurs well for the film industry and will likely drive up advertising revenue in the coming fiscal year.