Disney Pixar Flies High on Brand Tie-Ups
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KOCHI | THURDAY, 16 JUNE 2016 THE STRATEGIST BRAND WORLD 7 . < Disney Pixar flies high on brand tie-ups The studio reaps the fruits of a brand rush for animation movies in India as it finds support from Hamley’s, Myntra, First Cry and others for its latest release URVI MALVANIA Mumbai, 15 June Animated or Hollywood anima- action tion movies in India, F 2016 is already turning MOVIE: FINDING DORY out to be a blockbuster year in 16 brands:Myntra, terms of brand associations. Bioworld, First Cry, Finding Dory, the latest Disney Hamley’s, Trucare, Pixar release, has struck gold Colgate, Yakult, with a record 16 brands part- Gingercrush and others nering with the movie for pro- motions, marketing and mer- MOVIE: KUNG FU PANDA 3 chandising relationships. 7 brands: McDonalds, The associations account Britannia, Horlicks, ICICI for about ~20 crore worth of Expressions Debit Cards media value for the studio. and others Fox Star’s Kung Fu Panda had roped in seven and Sony things in perspective, some of MOVIE: THE ANGRY BIRDS Pictures Entertainment’s The the big Hollywood releas- 4 brands: McDonalds, Angry Birds Movie, four brand es in recent months Kurkure, Mondelez partners. With the growing such as Star Wars: (Cadbury Gems) and popularity of the genre among The Force Awakens, Club Mahindra Indian audiences, brands are Captain America: Winter increasingly turning to ani- Soldier, Captain America: mated movies and the studios, Civil War, Batman v in turn, are cranking up the Superman: Dawn of Justice A similar strategy was volume on promotions, licens- and Avengers: Age of Ultron, adopted by Mondelez ing and merchandising oppor- all attracted brand associa- for The Angry Birds tunities in the country. tions with media value Movie. McDonalds “Animated films have a estimated at ~25-30 has also been asso- direct affinity with kids and crore. Disney’s latest ciated with ani- families worldwide and India release stands in the same mated films for is no different. For Finding league, thereby knocking a long time. The Dory, this is the first time that down the popular perception with a franchise helps brands QSR brand usually uses its 16 brands have associated with that animation films draw a tap into the cult fan following Happy Meal product to offer an animated film in the coun- weaker response as compared that these movies have, toys from a particular franchise try, which goes to show the to live-action movies in India. besides developing a long in the meal. But it went beyond potential in the licensing and For studios such as Disney association with the studios. the ‘Happy Meal’ association merchandising (L&M) space,” what has also worked in their In 2014, when Disney released for The Angry Birds Movie; says Abhishek Maheshwari, favour is the lack of a robust Big Hero Six, there were hard- McDonalds innovated with VP and head, Consumer Indian animation movies list. ly any brand associations. summer drinks and the home Products, Disney India. For brands looking for Indian Same was the case with the delivery experience. For Kung While brand associations animation platforms/proper- 2015 release Inside Out, even Fu Panda, it introduced a lim- and in-film placements are ties, the only options are though both the movies did ited edition Chinese themed commonplace in Bollywood, television shows on channels well within the target group. menu in India. many brands say that they like Nickelodeon, Cartoon This year, however, has been a Disney has widened the are left without enough Network, Pogo and Disney. different story altogether. scope of brand categories with opportunities to associate Broadcasters have managed Experts believe that fran- Finding Dory. So while there with movies targeted at chil- to cash in on this trend to chise-led brand associations are the usual suspects like toys dren. The Indian film indus- an extent. Viacom18’s kids’ allow companies to exploit (My Baby Excel, Frank and try is geared more towards cluster, which comprises of the characters’ popularity for Rowan), frames and mugs providing family fare rather Nickelodeon, Sonic and Nick a long period of time. For (Essfil) and retail (Hamley’s, than specifically targeting Junior, claims that the revenue Finding Dory, brands such as Gingercrush and First Cry), it children as an audience. growth has been helped by Hamley’s, Myntra and others has also explored publishing With as many as six ani- non-commercial time realisa- are hoping to cash in on the (Parragon India) and tech mated films slated to release tion, mainly through brand huge following that many of accessories (Macmerise in 2016, four of them part of integrations in shows like Motu the characters have among makes power banks, laptop popular franchises, brands Patlu and more recently, Shiva. children, through sustained skins and phone covers). TENDER CARE Commercial Feature seem to be eager to exploit On the big screen however, the licensing and merchandising Maheshwari adds, this opportunity. This year, options are close to none. opportunities. Similarly, with “Working with the right part- Kung Fu Panda 3 and The Hollywood studios are Kung Fu Panda, brand part- ner is the key to successful Indian Bank honoured IIT JEE - Tamil Nadu state topper World Environment Day observed by WIPS of GRSE Angry Birds Movie have making the most of this. ners like Britannia featured products in the L&M space. already hit the screen, and Brands looking to target chil- various characters from the We look at partners who bring Finding Dory and Ice Age 5 dren are therefore rushing in trilogy on their popular prod- their wealth of knowledge in are coming up soon. to exploit opportunities with ucts; Po the Panda, Tigress, the specific product domain For many, the enthusiasm Hollywood animation films, Monkey and Master Shifu and help us translate our char- shown for Finding Dory has especially those that are part were used to develop unique- acters and stories into com- come as a surprise. To put of a franchise. Associating ly packaged products. pelling products.” > THE BS CROSSWORD # 2432 14 Territory where women own quite ready for trousers (3-5) all the rights? (2-4,4) 13 Classify in a manner making 18 Postpones one's rise (5,2,3) feline self-assertion increase ndian Bank honoured R.Rahul, IIT JEE - Tamil Nadu state topper (All orld Environment Day was observed by the WIPS(Women In Public 22 Heavily criticised when the (10) IIndia Rank- 73). R. Manimaran, GM(RBD/ FI) and B. Veeraraghavan, WSector) Cell of Garden Reach Shipbuilders & Engineers Ltd.(GRSE), camera moved (6) 15 Has ordered factory-made DGM (RBD/FI) of Indian Bank personally greeted him and assured Bank's in the esteemed presence of Director(Finance), GRSE, Shri S.S. Dogra and 23 Think it will come in through walking stick (3,5) support for pursuing his studies. Indian Bank provides Educational Loan other senior officials of the Company. the business entrance (8) 16 It's just not in a paying guest to students of Premier Institutions, such as IIM, IIT,NIT,BITs, XLRI, ISB and 24 Fly to a detox centre in a to produce such art (8) so on, at concessional rates and finest terms and conditions. struggle (6) Union Cabinet approves Financial Restructuring 25 A way to earn extra money in 17 Who says Yes, the Neddy is to court (8) come in? (8) Corporation Bank launches SB Premier League Campaign of HSCL and take over by NBCC 26 They're recognised by their 19 Implicitly bigger case (4,2) stripes (6) 20 Giving handle to North t had been an historical event, when the Union Cabinet, chaired by 27 Look at parts of a book American porcelain? (6) IHon'ble Prime Minister of India, approved Financial Restructuring of dealing with liquid losses (8) 21 Likes it better without the HSCL and takeover by NBCC under Ministry of Urban Development as a first page one speaks of (6) subsidiary company on 25.5.2016, based on the recommendation of DOWN Group of Secretaries (GoS). After the recommendation of BRPSE in its 58th meeting on 13.5.2008, several options had been proposed during 1 Recorded play not above the last 8 years but ultimately the best and most logical option has been parody (2,4) SOLUTION TO #2431 approved by the Union Cabinet. On implementation of the Financial 2 How a code massage was sent Restructuring Package, equity of HSCL will be raised and the accumulat- and intercepted (6) ed losses of the Company will be setoff against increased equity. The 3 Before catching some motor- financial footing of HSCL will be stronger with all legacy financial burdens coach, bring an Antarctic restructured and net worth immediately turning positive. Both NBCC and mount into view (6) HSCL will benefit from each other's resources and expertise. Moreover, You could fall over the synergy in business domain with NBCC will enable HSCL to develop ACROSS 4 Yield and make a gift of some like that (8) territory (4,6) orporation Bank launched a new marketing campaign namely "SB new business verticals for diversification. The Company will also be in a 1 Tough one we somehow 10 Hot pie for an African (6) position to secure and execute more and more high value contracts to 6 Form of drawing ? (3,5) CPremier League campaign" at Mangaluru to promote the premium prevail over (8) 11 Try before the court? (8) savings accounts among the high net worth individuals, PSUs and attain long term sustainability. Similarly, NBCC will be benefitted by the 5 Order a band to give 12 During the previous month 7 I'd dart in, perhaps, to this expertise of HSCL in Steel Sector.