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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