`Bumm Bumm Bole` scores with brand associations

Last Updated: May 14, 2010, 10:03 AM IST

Mumbai: Priyadarshan`s `Bumm Bumm Bole`, which hits the screens nationwide today, has already received a good response from its brand associations.

The film starring child actors Darsheel Safary and Ziyah Vastani deals with brother-sister relationship. It also has Atul Kulkarni and Rituparna Sengupta playing significant roles.

The movie has bagged on board brands like Pantaloon, Seacode, Hansaplast, Pogo, Adidas, Horlicks and Big-Oye among others but only Adidas is into in-film branding while the rest are marketing tie-ups.

Top officials of these brands feel that association with this film will be a new experience to know the young lives. According to them, these are the brands which reflect youth, enjoyment, speed, and the journey of young lives.

Priyadarshan says he has attempted to carve out the innocent and poignant story of two siblings, the dilemmas they face in life and how they fight their way to overcome it.

Sanjay Ahire, COO, Percept Pictures, the producers of the film says `Bumm Bumm Bole` is a complete family entertainer.

"Its a delight for all our brand partners to engage with their target audience through `Bumm Bumm `Bole this summer. We are excited with the number of brands which have associated with this film."

On Pogo`s association with the film, Monica Tata, Vice President and Deputy General Manager said the brand tie-up was quite natural as the channel`s as well as that of the film`s target audience were kids.

Bigoye.com, which is a part of the Reliance Entertainment, will bring all information and tidbits of the movie to the right audiences, further creating the right hype and curiosity before the film is ready to release and "we are confident that we will definitely achieve that," it said.

Tushar Goculdas, Director - Marketing and Sales, Adidas India said, "Our association with `Bumm Bumm Bole` was driven by the film`s script which is very inspirational and
ties in perfectly with our brand philosophy. Its a fantastic film and we hope it inspires people to believe in their ability of achieving the impossible."

"Both the movie and our brand Hansaplast share a common target group and thus tying up with `Bumm Bumm Bole`, which is the biggest movie currently in this genre, was apt
and mutually beneficial", said Rajesh Chincole, Product manager, Beiersdorf, India.