Movies are an effective medium for brand communication. They provide the best exposure to brands in the right context. The stars, the story and the emotional engagement of the audience provide a powerful platform to position a brand in the minds of the viewers.
We see numerous examples of brands being strategically showcased in films.
For example, in the recent Bollywood film Kabir Singh, hero Shahid Kapoor rides a Royal Enfield, with heroine Kiara Advani riding pillion behind him. The bike brand is shown prominently and it delivers a very strong message to its target customers.
There are many youngsters who identify themselves as a strong, macho man and wish to create that image in the outer world. And they believe, a bullet (Royal Enfield) helps communicate that image powerfully. A hero in a movie riding the same bike adds to that belief and brand Royal Enfield gets etched in the mind of the target customer and becomes THE bike for him.
Also, the admiration of young girls for bikes and bike riding men is another factor which adds another dimension to this communication intent. There are some girls who love to be driven on a bike by some young man. And there are many young men who see having a bike as an opportunity to come closer to such girls.
So, Shahid Kapoor riding a Royal Enfield raises hopes of a young man to get a beautiful companion on the backseat.
And, Kiara Advani fuels hopes of a tribe of girls who wish to have their own Shahid Kapoor taking them for a ride.
In all this hopefulness, Royal Enfield provides a repeatable context. It gives hope to young men and women to dream and become their own Shahid and Kiara.
A brand creates a desire by giving hope.
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