Prem Ratan Dhan Payo, had Salman Khan’s character Prem enjoying his favourite food in the film – a thali, couple of times from India’s most popular snack and sweet brand Haldirams and seeing him enjoying the sumptuous delicacies surely made everyone’s mouth water. In fact in one of the scenes even his on-screen lady love gets a thali for the Dabangg Khan.
Apart from the in-film integration, they also came up with an innovative way to promote the film’s association with the Brand. In a first, the logo of Prem Ratan Dhan Payo along with a unique contest was printed on more than 1.5 crore packets of Haldirams snacks and distributed Pan India; hundred lucky contest winners won the special Haldirams – Prem Ratan Dhan Payo gift hampers while one lucky fan of Salman won an opportunity to attend a promotional event with the Superstar himself.
This integration was conceived and executed by marketing consultant Sanjay Kukreja of ‘Balaji Entertainments’ and Neeta Shah of ‘Pulp Fiction Entertainment’, who’s efforts made the brand stand out amongst the clutter of brands seen in the same film.
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Says Sanjay, “The idea was to make a trusted brand like Haldirams reach it’s wider audience globally in an effective manner through innovations created via the film. We strive to deliver the best possible mileage to every brand we handle.” Also Sanjay says that Haldiram is from my hometown but the products of it can be seen in each corner of India and the accepted by the large audience, that’s the reason I thought of I should do something great for my city Nagpur (Hometown) and Haldiram. Also Haldiram is the brand which should be presented in the film and make it large as much as we can. It is a great achievement for haldiram also that branding is done by Salman bhai.
Says Neeta, “Haldirams is a family brand trusted for it’s quality and wide appeal so are Rajshri’s films known for it’s values and hence associating Haldirams with the film “Prem Ratan Dhan Payo” was a perfect integration as it was seamlessly and interestingly woven into the script. It is important to leverage the Brand’s mandates and objectives with the film’s script so that the particular scene does not look forced. Just in-film presence is not enough…it is important to extend it into out of film associations as well through innovative ‘out-of-the-box’ strategies.”
Neeraj Agarwal, Director at Haldirams adds in, “ Sooraj Barjatya’s film emphasises on family values and traditional bonds, our tagline – “Taste Of Tradition” follows the same brand values since many generations and eras. We are extremely proud and happy to associate with the film and Superstar Salman Khan.
Talking about their collaboration with Haldirams, PRDP’s director Sooraj Barjatya says, “ It was sheer delight working with the full Haldirams team during the making of the film ..they went out of the way to help us at every step including putting up a regular store in our studio ,not to mention the lovely goodies they shared with the full team !..it was a perfect integration keeping in mind the spirit of the film and the characters ..thank you Haldirams!”
