After Mary Kom, Intex employs movie marketing in Golmaal Again
On India’s most celebrated festival Diwali, Intex Technologies, a consumer electronics major, is bringing smiles and entertainment by partnering with the Ajay Devgn, Parineeti Chopra, Shreyas Talpade, Tabu, Arshad Warsi and Johnny Lever starrer Golmaal Again, the fourth installment in the Golmaal film franchise.
The comedy film series will feature brand Intex’s product range - mobile phones, LED TVs, speakers and washing machines – in various important scenes in the film. As part of its marketing strategy, Intex had earlier too used the medium of in-film promotion with Priyanka Chopra starrer Mary Kom released in 2014.
Commenting on the brand integration, Mr. Keshav Bansal, Director, Intex Technologies, said, “Brand Intex strives to strengthen the bond with its millions of consumers through breakthrough innovations in its products and marketing. We deeply value our partnership with Bollywood as it allows us a distinct platform to connect with consumers across all demos. We are excited to integrate with one of the most successful comedy film franchises - Golmaal - and are confident that this Diwali we will together deliver smiles across India.”
Speaking about the association, Mr. Sameer Chopra, Head of Marketing, Reliance Entertainment said, ”Golmaal is one of the most successful franchise in Hindi Cinema and the only one to have a fourth in the series. A thorough family entertainer, releasing this Diwali has all the makings of a blockbuster just like its previous installments. We are very happy to associate with Intex and given the common synergies between the brands we look forward to more such partnerships with them.”
Being in consumer centric business, Intex has been using various mediums as part of its marketing strategy to increase visibility and brand connect such as being part of and sponsoring sporting events like IPL 2014, India-South Africa 2015 series, in-film promotions, reality shows and GECs.
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