Del Monte, a leading processed food and beverage brand, associated itself with the most awaited movie of the year – Krrish 3 – which was launched during the Diwali weekend. The association was aimed at increasing the sales and creating relevant touch points for the brand having recognised the film’s potential to reach the masses and its great popularity. With reports of box office collections crossing Rs 200 crore worldwide already, marketers who betted big on the movie are now celebrating.
According to Yogesh Bellani, CEO, FieldFresh Foods Pvt Ltd, integrating brands in commercial films has become a highly effective way to reach out to consumers. "When it comes to a property as large as Krrish, with a proven track record of growing popularity and mass appeal, we felt this would be the ideal platform for us to partner with and engage with our audiences. We are happy that we were successful to connect well with the audience as well as impact our sales favourably with this association," he said.
Del Monte took a 360 degree approach with promotions that spanned print, electronic, online and OOH screens. The company launched special Krrish co-branded packs for ketchup, sauces and fruit drinks, and exciting prizes. In-store branding and on ground activation gave consumers an opportunity to get a picture clicked with the super hero’s cut out, which were then given to them in Del Monte and Krrish co-branded photo frames. Consumers in select modern trade outlets also got a chance to share their super hero moments and win movie tickets.
Del Monte also organised a Meet & Greet at Mumbai with the actor, Hrithik Roshan, for the winners who were picked through a random selection on purchase of a Del Monte Krrish pack. A total of 6 winners from across the country were selected. Del Monte also tapped into new media with the ‘Mera Kid Mera Superhero’ contest on Facebook where maximum likes were gratified by attractive prizes and free tickets for the movie.
Del Monte and Krrish co-branded packs of ketchups and sauces and fruit drinks are available in modern trade and retail outlets, and at select general trade outlets across the country.
The more than 100 year old rand Del Monte originated in the US and is now present across the globe. In India, it is present since 2007 as a JV called FieldFresh Foods Pvt Ltd between Bharti Enterprises and Del Monte Pacific Ltd.