Taking the benefit of celebrity spotlight to elevate business is an age-old technique used in many industries. This law holds good for the automobile sector as well. Right from 1966, when the English movie ‘Grand Prix’ was released, there has been a smart alliance between visual media and automobile industry. James Bond movies as well as novels have a history of using some spectacular cars in their story-lines. Last year, JLR group had showcased one of its Defender models at the Paris Motor Show. This was in commemoration to the 50th anniversary for James Bond movie series. The movie Sky Fall released in 2012, features many models from JLR stable.
With advancements in web media and digital technology, movie making has become trend in India today. Sensing an opportunity in this direction Mahindra launched a short film contest in the country. The finalists shot movies based on Mahindra XUV 500 model and the winner received the same SUV as award. There were other prizes for different categories. Such unique short film contests not only strengthen the brand through marketing the product from the event but also help in arriving at new concepts for upcoming TV commercials of the car manufacturer.
The American auto manufacturer, Ford has found a different opportunity for its premium SUV Endeavour. To entertain travel lovers and adventure seekers, Ford has joined hands with one of the best TV channels which play informative documentaries, NGC. A TV series will be shot by NGC based on taking the SUV, Endeavour on long drive. Titled as MyEndeavour Alterrain Adventure Drive, the series will have five real life personalities driving Ford Endeavour in five different locations of the country. Well known writer Chetan Bhagat, movie maker Nagesh Kukunoor, Boxer Vijender Singh, actress and model Gul Panag and film actor Rajeev Khandelwal will be driving Ford Endeavour in selected locations of India.
A Good Day to Die Hard, the English movie directed by John Moore, starring Bruce Willis and Jai Courtney highlights Mercedes-Benz G 63 AMG models in chase sequences. This car was unveiled in India, in February 2013. Vijay Singh, CEO, Fox Studio, India was present during the launch event in Mumbai and shared his happiness for having Mercedes-Benz models in important chasing sequences of the movie. 20th Century Fox is the distributor of this movie in India.
Volvo renewed its partnership with fashion world by continuing its alliance with Lakme Fashion Week. The brand will display its cars in the location where the event takes place. The auto marque felt this alliance to be perfect since both brands gave a new definition to style, elegance and sophistication in their own ways.
Apart from the above, automobile marques are continuing to spend crores for making theme based television commercials. Cars, which once upon a time were a mode of transport and a status symbol for the rich, have received new faces and forms within the frame of cameras. Association of automobile companies with visual media has been an effective strategy, to get into the minds of people in this regard. Carving newer ways of approach to this association is a necessity of the day because mere TV commercials are just not sufficient to take a product to people living in a world which is overloaded with information.
Natasha John 