MOVIE MARKETING
& ASSOCIATIONS
IN-FILM ASSOCIATION
Brand Leverages
Active Association
Hollywood Movies - Association
Passive Association
Brand Licensing
Mouthing of Brand
MOVIE PROMOTIONS
OUT-OF-FILM ASSOCIATION
Integrated Media Approach
Star Endorsements
Innovations
Co-Branded Assets
Activations
Mouthing of Brand
Out-of-the-Box Media
Maximizing the momentum beyond the movie.
Brand leverages allow brands to ride the wave of a film’s promotional buzz across multiple platforms. This includes aligning with the film’s marketing activities – like co-branded contests, exclusive merchandise, influencer collaborations, behind-the-scenes content, and more. In India’s film-obsessed culture, such associations help brands stay top-of-mind by tapping into the excitement around a movie release. It creates a win-win: the brand benefits from heightened visibility, while the film enjoys added promotional support
Your brand, woven into the plot.
Active associations involve your brand playing a visible and meaningful role in the storyline – used by characters, mentioned in dialogues, or featured in key scenes. This type of integration creates a strong emotional connection with the audience, enhancing brand recall and credibility. It’s a subtle yet powerful way to showcase your product as part of the narrative, making it feel authentic and relatable.
Tapping into global fandom, locally.
Tying up with Hollywood films – especially global franchises like superhero sagas or iconic series – offers Indian brands a chance to ride on massive international appeal and pop culture relevance. These films come with built-in fanbases, high recall, and extensive media buzz. By aligning with such properties through co-branded campaigns, merchandise, digital content, or retail integrations, brands can strategically align their image, appeal to younger, trend-savvy audiences, and gain aspirational value.
Seen, not spoken – but still remembered.
Passive associations place your brand in the background – on signage, packaging, or as part of the setting. While not directly referenced in the script, these placements still gain significant visibility and recognition. It’s a cost-effective way to align with the film’s environment and reach audiences organically, boosting awareness without overt messaging.
Bringing the magic of movies to your merchandise.
Brand licensing lets companies use film characters, visuals, or logos on their products and packaging. In India, tying up with popular movies or franchises boosts brand appeal, attracts fans, and drives sales – turning everyday items into must-have collectibles with instant emotional connect.
When stars say your brand out loud.
Mouthing involves direct verbal mention of the brand by characters within the film’s dialogue. This type of association carries immense value, as it naturally integrates the brand into the storyline while ensuring it’s clearly heard and acknowledged by the audience. When a trusted or relatable character names a brand, it adds authenticity and reinforces recall, making the brand feel like an everyday part of life rather than a forced placement.
Seamless storytelling across every screen and space.
Khushi leverages an integrated media approach to amplify movie promotions across India by tapping into every major consumer touchpoint – ambient media, outdoor, digital, experiential, retail, and more. From eye-catching displays in multiplexes and malls to interactive activations, digital buzz, and high-impact billboards, we create a 360° campaign that builds excitement, drives conversations, and ensures the film stays top-of-mind – right from trailer launch to ticket sales.
When the star power shines on your brand.
Out-of-film star endorsements leverage the popularity and influence of a movie beyond the screen. Whether it’s in TVCs, print ads, digital campaigns, or on-ground events, the association boosts brand credibility and appeal by tapping into the peak popularity of the favourite stars in a particular movie. It creates a strong aspirational connect, positioning the brand as desirable, relatable, and trendsetting.
Stand out to pull them in.
In India’s cluttered media landscape, innovation is key to grabbing attention and creating buzz. Larger-than-life cutouts, 3D installations, dynamic billboards, arch gates, and other eye-catching formats break through the noise and deliver unforgettable brand moments. These high-impact innovations not only boost visibility but also spark curiosity and conversation – proven to drive footfalls, social shares, and strong recall for movie promotions.
When the brand and the movie speak the same language.
Co-branded assets bring together the essence of a film and the identity of a brand in a unified, creative campaign. From co-branded TVCs, print, and digital creatives to packaging, retail displays, and social media content, this collaboration amplifies visibility and reach. In the Indian market, where cinema holds massive cultural influence, such partnerships create a strong emotional resonance, aligning the brand with the film’s themes, characters, and fanbase—driving both engagement and recall across diverse audiences.<br><br>Fighter – Godrej security locker, Silver Coin Atta, Dunkee Jawan
Turn the audience into fan ambassadors.
On-ground activations bring movies to life through immersive, interactive experiences that spark real connections with audiences. Whether it’s themed zones, character meet-and-greets, VR experiences, or contests, these engagements create a sense of excitement and personal involvement. In a market like India, where fan culture runs deep, such activations generate buzz, build emotional resonance, and turn movie promotions into memorable events – fuelling word-of-mouth and driving audience turnout.
When stars say your brand out loud.
Mouthing involves direct verbal mention of the brand by characters within the film’s dialogue. This type of association carries immense value, as it naturally integrates the brand into the storyline while ensuring it’s clearly heard and acknowledged by the audience. When a trusted or relatable character names a brand, it adds authenticity and reinforces recall, making the brand feel like an everyday part of life rather than a forced placement.
When creativity meets buzz-worthiness.
Thinking beyond traditional formats and creating on-demand, unconventional media can supercharge a movie’s marketing campaign. From surprise installations like sand sculptures, anamorphic or holographic projections and flash mobs to real-time digital stunts or hyperlocal takeovers, these bold ideas break the mould and capture public imagination. In India’s social-first culture, such standout moments often go viral – sparking curiosity, generating media coverage, and turning the movie into the talk of the town.
