Fevicol benefits most from association with Dabangg2

Salman Khan's Dabangg2 may not have created the same magic as the the original Dabangg did in 2010, but three out of the 12 brands have benefited by associating with the sequel.  

In an independent study conducted by media and entertainment research firm Ormax Media, Fevicol leads the list of at least 12 brands that tied up with the blockbuster. Colgate Active Salt and Suzuki Hayate were at second and third number respectively.

However, most other brands that associated with the film have not benefited from the association, with no significant recall in the study conducted in the week after the release of the film, Ormax Media's report said.

These include brands like Thums Up, Gillette, Dixcy Scott and Fastrack, among others.

Fevicol evidently benefited from the usage of the brand name in the item number Fevicol Se, featuring Kareena Kapoor with Salman Khan. Colgate Active Salt ran a contest called the ‘Colgate Active Salt Dabangg 2 Challenge’, with Sonakshi Sinha featuring in the ad. Suzuki Hayate, a brand endorsed by Salman Khan anyway, almost ran a multimedia contest, with bikes as prizes.

Incidentally, despite these associations, Revital emerged as the brand with the strongest association with Khan. Revital didn’t have any co-branded ads for Dabangg 2, but their consistent brand endorsement by Khan over the last few months has ensured that it benefits from any event of the star, including a film release like Dabangg 2.

Shailesh Kapoor, CEO – Ormax Media, said, “Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations.”