It may not have superstars as lead actors, but Disney India’s first Bollywood release of the year ABCD 2 can definitely boast of a robust line-up of brand associations. The film, which stars Varun Dhawan and Shraddha Kapoor, has roped in nine brands as marketing partners. The spends by these brands amount to Rs 20 crore say sources close to the studio, matching steps with films like Chennai Express (2013), Mary Kom (2014) and Bombay Velvet (2015). The film, which is a sequel to 2012’s runaway hit ABCD – Any Body Can Dance, is directed by choreographer Remo D’Souza and hit the screens on June 19. The associations range from in film placement of products to co-branded associations across TV, print, digital, radio, activations and in-store branding. The proceeds from the associations have been either given as outright payment (usually in case of in-film placement) or as spends towards co-promoting the film with the brand. “Brand associations with movies help augment the surround sound for the movie with the right target audience. We believe in integrating with brands which are credible, relevant and complement the core movie communication only through focused mediums and generate engagement around the brand itself. We are also focused on getting the creative of such communication right. We had many meaningful brand promotions across several of our movies in the past. For ABCD2 it was important that the right brand gets association with the film.
Several brands like Ponds, Lakme, Reebok, Hair & Care and many more have partnered with us for strong multimedia campaigns," said Amrita Pandey, VP and Head, Marketing and Distribution, Studios, Disney India.The film has been released in 2D as well as 3D and is the widest releasing Bollywood film in 3D till date. Of the 2000 odd screens ABCD 2 launched in on June 19, around 500 to 700 are 3D screens. Initial reports on the release day revealed that the film stands to make anywhere between Rs 10 to 12 crore on the first day. This, despite heavy rainfall in a core market like Mumbai, where commutation was severely affected. It has been made at a budget of Rs 55 crore (including prints and advertising) and has already recovered around Rs 10 crore in music rights. Analysts believe that the film will make good weekend collections since there are no other films to compete with it. While Dil Dhadakne Do (June 5) has practically run out of steam, Humaari Adhuri Kahaani (June 12) has had a moderate response from the audiences.