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Indian Television reports:

P9 Integrated Cinema Activation has introduced furniture line Godrej Inferio for the first time into the movie space. DGM Cinema Activation Abhijeet Thakar says, "Godrej Inferio has till now used only traditional media for communication. Since it's a big-budget film from Yashraj, we're expecting maximum footfalls in the multiplexes."

Over a period of two weeks, the Godrej Inferio TVC will be shown at multiplexes in the metros onscreen as well as in the foyer. Within the premises, a 6x6 feet wall set-up will display pictures of an old kitchen and an office setup.

Phase one of the survey will kick off in December 2007 covering Chennai and Ahmedabad. The second phase will be launched in March 2008 and will cover cities such as Mumbai, Delhi, Kolkata, Bangalore, Pune, Jaipur, Kochi, Lucknow and Hyderabad.

The next batch of four cities will be decided and covered in the second year of the plan and four more will be included in the third year.

Before the movie starts, patrons would be invited to draw graffiti on the pictures. During the interval, the setup that had graffiti drawn all over them would be replaced and converted by the new setup of Godrej Interio office and kitchen furniture.

According to Khushnuma Jamasji, associate manager Godrej Interio, it was a big release and their target audience would be interested to experience both office and kitchen furniture in the premises of the theatres.

Indian perfume producer Cavin Kare planned to organize a dance competition to promote their two new Spinz deodorant products. Couples will dance on a kiosk built near the theatre and whose steps match best with JBJ will win a gift hamper.

Promoting products through films may be going on for a long time in Hollywood but it is quite new in Bollywood. With the rising popularity of Bollywood films outside India, big companies are using movies, actors and actresses to endorse their products. Yash Raj films is one of the top Indian film production houses. In 2004, it produced Dhoom, which was a major success. With the success of the movie, sales of motor bikes increased all over India. This time Yash Raj films’ brilliant marketing strategy created a major hype for Jhoom Barabar Jhoom. No wonder, the companies would take this major opportunity to showcase and promote their products.

Related articles:

Indian Television

Business of Cinema