Jab Tak Hai Jaan, the Bollywood movie which released in November 2012 by Yash Raj Films promoted a number of brands officially and unofficially. It was the last movie of director Yash Chopra. Though the movies have kept promoting brands by some type of collaborations, Jab Tak Hai Jaan is a latest example.
The following brands were promoted in the movie:
1. Discovery Channel
Discovery Channel went into an official collaboration with Yash Raj Films. Anushka Sharma played the role of the correspondent from Discovery Channel and she shot a documentary on the soldier Shahrukh Khan. “Being an inherent part of a mainstream film reiterates Discovery Channel’s leadership and credibility in India. It is a marriage of fiction with reality", said Rahul Johri, Senior VP and GM of South Asia, Discovery Networks Asia-Pacific. The crews of the channel were shown in the movie along with its London sample office building.
2. Intel
Intel is manufacturer of electronics processors for computers. It was promoted in the movie mainly with its brand tune which used to rung in Anushka Sharma’s Mobile. It was particularly annoying (at least to me). Secondly, Intel ultrabooks were used in the movie. Anushka Sharma who was an adventurist correspondent and documentary film maker from Discovery Channel used Intel Ultrabook laptop, showing the durability and strength of Intel’s hardware. “Anushka is shown as very sporty. So the kind of laptops she carries are ultra-portable. Hence, Intel has used the product that is not even launched in the country and is planning to launch it with the film” said Ashish Patil, VP of Yash Raj Films.
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| Intel in Jab Tak Hai Jaan |
3. Royal Enfield
Royal Enfield is motorcycle company which manufactures its motorcycles through its single plant in Chennai, India. The brand was promoted exclusive here and there in the movie throughout. Shahrukh Khan who is a soldier used the Royal Enfield motorcycles to ride in tough terrains of Ladakh mountains. Royal Enfield manufactures heavy duty bikes and the movie shows the use of bike in such Indian army. The same brand motorcycles were used even in London where Shahrukh and even Anushka rode this bike. The latest model from Royal Enfield – Thunderbird 500 was highlighted in London. Shahrukh even said to Anushka that he loves this bike much and would love to borrow from her for a ride. Different colors and models of the Royal Enfield motorcycles were used to show wide range offered by the brand. No other brand motorcycle was used in this movie. Royal Enfield was never that active in its brand promotion but now it is working sincerely to create a youthful image of the brand. Now a days, youth are the main target customers of Royal Enfield.
Royal Enfield is motorcycle company which manufactures its motorcycles through its single plant in Chennai, India. The brand was promoted exclusive here and there in the movie throughout. Shahrukh Khan who is a soldier used the Royal Enfield motorcycles to ride in tough terrains of Ladakh mountains. Royal Enfield manufactures heavy duty bikes and the movie shows the use of bike in such Indian army. The same brand motorcycles were used even in London where Shahrukh and even Anushka rode this bike. The latest model from Royal Enfield – Thunderbird 500 was highlighted in London. Shahrukh even said to Anushka that he loves this bike much and would love to borrow from her for a ride. Different colors and models of the Royal Enfield motorcycles were used to show wide range offered by the brand. No other brand motorcycle was used in this movie. Royal Enfield was never that active in its brand promotion but now it is working sincerely to create a youthful image of the brand. Now a days, youth are the main target customers of Royal Enfield.
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| Royal Enfield in Jab Tak Hai Jaan |
The above three were the brands highlighted well enough throughout the movie. There are some more brands which were not highlighted that exclusively in the movie. They are:
4. Wildcraft
Wildcraft is a famous manufacturer of bags, apparels, accessories for tough terrains and sporty uses. Wildcraft bags, camping tents, sleeping bags and many other accessories were used in the movie. Sometimes the name or the brand image was made visible in the movie but it got kind of hidden throughout the movie. Wildcraft is official supplier of Indian Army for accessories like bags, tents, etc.
Wildcraft is a famous manufacturer of bags, apparels, accessories for tough terrains and sporty uses. Wildcraft bags, camping tents, sleeping bags and many other accessories were used in the movie. Sometimes the name or the brand image was made visible in the movie but it got kind of hidden throughout the movie. Wildcraft is official supplier of Indian Army for accessories like bags, tents, etc.
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| Wildcraft in Jab Tak Hai Jaan |
5. Puma
Puma is a famous sports wear and accessories brand. It was also shown once or twice in the movie worn by Anushka Sharma at one place when she was going to dive in lake in Ladakh.
Puma is a famous sports wear and accessories brand. It was also shown once or twice in the movie worn by Anushka Sharma at one place when she was going to dive in lake in Ladakh.
6. Gibson
Gibson is famous guitar brand which provided a special crafted guitar used by Shahrukh Khan in the movie. Though the guitar kept coming again and again in the movie but the brand name Gibson was not highlighted anywhere in the movie.
Gibson is famous guitar brand which provided a special crafted guitar used by Shahrukh Khan in the movie. Though the guitar kept coming again and again in the movie but the brand name Gibson was not highlighted anywhere in the movie.
Yash Raj Films has gone into official collaboration for brand promotion with Intel, Royal Enfield, Discovery Channel, Wildcraft, Puma, Western Union, Gibson, Pond’s and some more.
It is quite a good branding exercise to promote brands in the places which have high following of relevant customers. This movie had big star cast like Shahrukh Khan, Katrina Kaif and Anushka Sharma. This movie was also from famous director Yash Chopra who has made hit romantic movies like Dilwale Dulhaniya Le Jayenge, and many more. So, it was sure that Jab Tak Hai Jaan will have huge audience. The brands were promoted at appropriate places and were well linked to the story of the movie. The brand promotion in the movies is ethical until it feels annoying to the audience. Brands should take care about not to highlight too much that at one level, it feels it is a trade show where some story is being shown. Only the Intel ringtone in Anushka’s mobile phone was a bit annoying and over-promoted. Other than that, Discovery Channel was shown exclusively at some places.
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