Ahmedabad-based Astral Poly Technik, manufacturer of chlorinated poly vinyl chloride (CPVC) plumbing and drainage systems, has partnered with Salman Khan film Dabangg 2 for co-branding.
The firm has signed a deal for 'in-film branding' with Dabangg 2, where Salman Khan would be seen using Astral pipes in the movie. " In fact, the promos currently on air carry shots of the same", a company statement here said.
Sandeep Engineer, managing director, Astral said, "We are very excited to be associated with two extremely popular mass brands: Dabangg and Salman Khan. The focus of Astral has always been to connect in an effective manner with our trade comprised primarily of plumbers, retailers, consultants, architects and builders. What better than India’s most awaited popular film, Dabangg 2”
The deal covers all aspects of co-promotion including 'in-film' integration of the Astral product, on air and off air co-promotion through a co-branded television promo, outdoor sites, radio spots, store level branding such as posters and danglers, digital banners and on ground though press conference presence and meet & greet with the Dabangg star cast, the release said.
"We felt that there was a very strong connect between the two brands, Dabangg and Astral since at the core both brands are about strength", said Sumit Dutt, managing director, Leostride Entertainment which managed the partnership and is also the agency for creative & design for Astral Poly Technik Limited.
Astral’s entire marketing plan for the second half of the year was designed around Dabangg 2 with the theme film also sharing the same brand values.
The idea was to ensure a seamless transition from the theme film into the co-branded film both highlighting the positioning of ‘Strong Nahin, Astral Strong’. Dutt added, "We are already getting very positive response from the trade and customers."