LoC: Drawing border with sponsorships  ( December '5,2003, HBL)

SUBHASH Ghai tied up with Hero Cycles, Pass Pass and Coca-Cola before shooting Yaadien. Now, J.P. Dutta seems to be doing exactly the reverse. Just a few weeks before his Rs 35-crore mega-starrer LOC Kargil is set to hit cinema halls, the producer is looking for potential advertisers and brand associations.

Competitive pressures and the involvement of high risks have brought to the fore an unusual format of brand associations in films and LOC Kargil is setting a new precedent of sorts.

Shringar Films, the distributor of LOC Kargil, has begun sending out mailers inviting interested ad agencies and corporates announcing `opportunities to associate' with the movie.

`Sponsorship opportunities available for associating the brand with LOC Kargil,' announce the mailers. The `options' available for corporates and agencies, according to Shringar Films, include pre-film screening of the ad film or featuring the brand commercial just before the interval; television promotions, which include co-branded film promos on TV stations; outdoor activity in the form of co-branded creatives announcing the promos; press advertising inclusive of sales linked promotions; presence at theatres; and merchandising.

Industry analysts are sceptical about the exercise. They feel the producers of the film are only trying to recover their investments through last-minute brand associations. "The risk with big budget films is, that if they flop, the production company could go bust. Mukta Arts was able to keep afloat after the Yaadien debacle because of money derived from brand associations. J.P. Dutta may just be trying to hedge the risks," said a Mumbai-based media analyst.

Said Mr Sanjay Bhutiani, Head, Leo Entertainment, "While this kind of brand association is happening for the first time, I think the makers of the film have either woken up late or have tried but have not managed to attract any brands. They don't seem to be sure which kind of brands would suit the film."

According to Mr Rahul Merchant, Manager, Marketing, Shringar Films, "The intention is to get more publicity for the film. Besides, there exists huge potential to get synergistic brands to be part of the film." He said that similar exercise would be repeated for other big budget films as well.

Mr Merchant added that there was scope for negotiating with agencies and corporates for in-film placement. "The rates are flexible; we are interested in deals which suit both us and the clients," he said.

According to Mr Bhutiani, while such a film does have the scope for 5-10 brand associations, whether or not this strategy will work will depend on the actual number of advertisers that come on board, and the synergistic benefits they derive from such associations.

Meanwhile, while the film's release is scheduled for later this month, the dates have not been finalised. This has led to commotion within the industry, since the release dates of several other films depend on this film.