P9 Integrated recently created impressive co-branded associations with Salman starrer ‘Dabangg’ ,Dixcy Scott – ‘the ultimate winner’ and Force Motors – ‘dum hai boss’ .
Dixcy Scott is an innerwear brand endorsed by Bollywood hero Salman Khan. Since Dabangg stars Salman Khan in the lead, the association was an apt fit. P9 created a 30 second co-branded TVC interspersing the film’s footage with the brand’s TVC to bring out Dixcy Scott’s message -‘the ultimate winner’. The association worked brilliantly for the brand as it strengthened its current association with Salman Khan, who plays a fearless cop in the film. The co-branded TVC went on-air across a mix of GECs, News channels and Music channels.
As the hard-hitting narrative of the movie Dabangg unfolds grippingly in a region that has place only for the fearless with the plot revolving around the intrepid Salman Khan, Force Motors was keen to be associated with its brand message ‘dum hai boss’. Besides Bollywood’s Sallu Miya is also the brand ambassador for Force Motors. Hence with Salman Khan as the male protagonist of Dabangg, the association was a perfect fit. P9 created a 30 second co-branded commercial which was telecast across GECs, News and Music channels, thereby reinforcing the brand’s message as well as Salman Khan’s association with Force Motors.