I watched Gajini a few days back. Apart from other things, I felt that Aamir’s formal look was one of the USPs of the movie. I bet now you know the brand I am talking about, it’s Madura Garments’ Van Heusen. Now why do you think that the brand was being promoted through the movie?
Well, the reason is repositioning of the brand. In past few years, Van Heusen has redefined the corporate boardrooms across the nation, but the brand wanted a bit different positioning now. It wanted to communicate the consumers that the brand is no more only into stereotypic formals; rather it has entered a new arena, creating a line that is peppy, cool and at the same time, extremely sophisticated, which perfectly suits young corporates.
Says Mr. Shital Mehta, COO, Van Heusen, “We are proud to partner with Ghajini and style none other than the lead actor, Aamir Khan. The character he plays in the film embodies the values of Van Heusen as a brand, and makes a statement of power so unique, that we didn’t think twice before associating our brand with this movie.”
Van Heusen chose Aamir to promote its brand as Aamir is known for style and perfection, which is the innate trait of this brand. Also, Gajini has been a much awaited movie, and I feel this was the perfect occasion for the brand to launch its special Signature line.
This was a perfect example of repositioning and the brand witnessed tremendous success in its well-planned approach.
Hats off to the marketing minds behind it!!!
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3 comments:
Marketing is nothing but a web of MAYA!!!! and ppl under dis web are either punters or marketers...
Marketers are the makers and punters are d followers...they think of making;put dem into actions;compile evrything..and den rethink and make us buy dat product...they hv d ryt selling skills..trend on trend...
and u hav d ryt skills to judge dese marketers..put ur ideas forth nd compel us to read...
hats off 2 u to....
all d bst!!!!
Great writing Renu...hats off to you too.
Regards,
Lavika
Van Heusen is a brand which is known for its formal wear though it also has other product lines within it.
Previously waist coats were in fashion, but after some time, they were going out of fashion. Slowly they started getting in, as they were shown in some serials and were becoming common.
This was the right timing when Van Heusen joined hands with Mr. Aamir Khan to promote their brand in his movie Ghajini. In Ghajini Aamir's first image was potrated as a big business man in the mobile world-AIRCEL with that cool and smart corporate looks what Lavika has rightly mentioned.
These Van Heusen people have hit a right arrow at a right time i.e. proper timing and promoting their brand, using a movie.
Associating the brand with Mr.Perfectionist itself is a big thing as he does very few ads.
When people saw Ghajini, they liked Aamir's image. So they might feel that even if they wear the same brand i.e. Van Heusen they will also look smart which will make them to buy some stuff from their store and increase the companies brand value also.
After the release of the movie Van Heusen's sales increased and now with formals i.e shirts and trousers they have also sold many waist coats, bringing that back in fashion.
But Van Heusen could have used this to a much greater advantage by continuing with some other way of Ads like print ads, TVC etc which i feel has reduced by the passing of time.
This also created awareness among many people who did not know Van Heusen as a brand.
Regards,
Kunal.
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