ACC Limited, India’s leading cement manufacturer, has associated with Dharma Productions, headed by Karan Johar, as the Solo and Exclusive Brand Partner for its upcoming film ‘Gori Tere Pyar Mein’ starring Kareena Kapoor and Imran Khan. Proof can be seen in the latest song of the film being featured on air, called ‘Naina’, where the protagonist of the movie is enabling the building of a bridge in the village, with ACC Cement.
The underlying positioning of ACC as a brand, which is ‘Cementing Relationships’, is integrated in the story line. This is being inculcated in the minds of the viewers through a new ‘co-branded’ 30-second TV commercial which is customized using shots from the song ‘Naina’, and will be aired on several channels in the week before the movie releases.
With this partnership, ACC is using the platform of in-film branding promotion in Bollywood for the first time in the company’s marketing mix. Speaking about the partnership, Mr Jayanta DattaGupta, Chief Commercial Officer, said, “The association with ‘Gori Tere Pyar Mein’ is symbolic and reiteration of ACC’s commitment of Cementing Relationships to its stakeholders. Ever since its inception, ACC has strongly focused on individual home builders in rural India. The story-line of the movie integrates ACC seamlessly and showcases the brand through crucial scenes of constructing the bridge, especially in the second half of the movie. We believe this association will remind viewers of ACC’s legacy and partnership in nation-building and relationship building for over 75 years.”
Known as a ‘people’s brand of cement’, ACC is synonymous with the category and has enjoyed a high level of equity in India for over 75 years.