Plumbing giant Astral partners with Salman starrer Dabangg 2
Mumbai: As Salman Khan prepares to charm the audiences with the second film in the Dabangg series this Christmas, there is one group of people who are even more excited than most Salman fans and understandably so.
Astral Poly Technik Ltd. which is one of the leading manufacturers of Plumbing and Drainage Systems in the country, has associated themselves with Bollywood’s biggest franchise Dabangg 2. The mega star Salman Khan will actually use the Astral pipe in the movie and the promos currently on air carry shots of the same.
Says Mr. Sandeep Engineer, MD, Astral, “We are very excited to be associated with two extremely popular mass brands: Dabangg and Salman Khan. The focus of Astral has always been to connect in an effective manner with our trade comprised primarily of plumbers, retailers, consultants, architects and builders. What better than India’s most awaited popular film – Dabangg 2?”
An extensive deal, it covers all aspects of co-promotion including In film integration of the Astral product, on air and off air co-promotion through a co-branded TV promo, outdoor sites, radio spots, store level branding such as posters and danglers, digital banners and on ground though Press Conference presence and meet & greet with the Dabangg star cast.
“The team at Arbaaz Khan Productions have been extremely supportive and I can say with confidence that this is one of the most synergized and well planned movie co-branding initiatives in the country”, adds Mr. Engineer.
“We felt that there was a very strong connect between the two brands i.e. Dabangg and Astral since at the core both brands are about strength. Dabangg is about Chulbul a fearless man who stands strong against all odds while Astral is all about core strength to keep your house strong & leakage free.” Says Mr. Sumit Dutt, MD Leostride Entertainment which managed the partnership and is also the Agency on Record (Creative & Design) for Astral Poly Technik Limited.
Astral’s entire Marketing Plan for the second half of the year was designed around Dabangg 2 with the theme film also sharing the same brand values. The idea was to ensure a seamless transition from the theme film into the co-branded film both highlighting the positioning of ‘Strong Nahin, Astral Strong’. “We are already getting very positive response from the trade and customers” adds Mr Dutt.
Says Arbaaz Khan, Director/Producer of Dabangg 2 “ We were very clear since the beginning that we would do few co-promotions and that too only with those brands that share the Dabangg values. Astral is a leader in the Plumbing space with a strong marketing orientation. Once we heard their co-promotion idea, we were equally excited to join hands with them.”
Looking at Salman Khan waving the Astral Pipe in the promos, and the excitement among the Astral team and its channel partners, one can only say that this partnership truly looks Strong Nahin, Astral Strong!
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