Was traveling a lot last week, few days in Chennai and a day at the ever divine Tirupati. The only thing which was same every where was the craze of the new item song from the Salman Khan starer movie titled "Dabang 2" which is a part of Dabang series. The song has become so popular that, I was amazed to here it in a Tamil Nadu Govt bus also.
What is this movie all about to me? As a marketer, the movie is a fine blend of brands, story line and entertainment for me. When I say blend of brands I recall the ever fantastic item song "Munni Badnam" from Dabang which unintentionally promoted Zandu Balm (a balm for curing pain and head ache) of Emami Group. The Dabang 2 has a new item song promoting separate product called as Fevicol. Till now I used to be delighted to watch the TV Commercials of this brand which used to be created by my favorite Ad Man "Mr. Piyush Pandey". I think this mustache wala Pandey ji has driven the Dabang wala Pandey Ji and has hit the bulls eye.
Dabang is not just about promoting these 2 brands. It has promoted a style of keeping your glasses hanging towards your back collar. Though the glasses which Salman wears in the movie is from some other big brand; people in India are assuming it to be RayBan (Atleast me and my friends are assuming). And yes of-course the mustache is back into action as the style icon makes no mistake in his flashy style with that look.
The Royal Enfield Bullet Classic used by Salman in the movie is not less witnessed. The classy look of Salman on the classy Bullet is Classy to be precise.
Hoping to see more in the movie. And the base line of this whole story is to convey that this is the new Marketing era, products are engaging themselevs with different media to penetrate the market. For example Pidilite - the makers of Fevicol jointly agreed to provide promotion of the Movie with out door advertisements such as hoarding etc which jointly will help both the parties. Clever enough idea and a great campaign incidentally or co incidentally.