The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
Noor Mohamed M, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur
Advertising is one of the key tools to promote any company products. Manufacturer and Distributors are following different strategy to advertise the products or services over many years. One of the strategies is selling merchandise with Bollywood movies.
Over the years, advertising company innovate the way of reaching customers differently. From street posters to News paper, Radio, Television, Internet, Social Media, Brand ambassador and many more way the promoted to customers. One of the Best way that they have been followings are promote through celebrities.
Sharukhan or Deepika Padukone promoted facial cream revenue hiked well comparatively promoted in other kind of promotion. Celebrities became identical to some products. We use some products for sake of celebrities promoted.
Many advertising company or distributors tied with different celebrities for various products. Celebrities appeared for commercial advertisement in Television, then, they promoted products before followers in movie release occasions. One step ahead, they started to sell products in movie release.
Film merchandise might be picking up in India with changing cinema viewing habits, and there is an upswing in terms of strategic alliances between filmmakers and merchandising partners, but when seen in the context of the merchandise industry globally, India pales in comparison. Source: Financial express
The Bollywood store
* Online shopping portal Limeroad has associated with Ki & Ka to re-create Kareena Kapoor’s look in the movie. A similar tie-up was seen for Deepika Padukone in Tamasha
* Vistaprint is official merchandise partner for Shahrukh Khan starrer Fan. The range includes t-shirts, tote bags, coffee mugs, posters and calendars. Fans can also customise words, expressions or photographs with Fan-themed designs
* Dance film ABCD tied up with Voxpop Clothing for exclusive range of apparel and accessories around the movie
* Even regional cinema is getting into the L&M game. Shoppers Stop was exclusive style partner for recent Marathi film Rajwade and Sons, where stores in Maharashtra housed the special collection (Source: Financial express)
Changing movies views of customer, advertising companies started to touch senses of viewers in different kind and led to sell merchandise along with movies. Popular opinion is that the merchandise of franchise movies performs better than the usual character-driven films due to the awareness factor with the audience. Star Wars, for instance, earned over $12 billion in merchandise and about $5 billion in box-office revenues last year.