Corporate branding, an exercise that is commonplace in Hindi films, has made its foray into Marathi cinema with a film due for an October release getting funding from a real estate developer, in addition to support from some other industrial houses.

In-film branding

Judging by the current benchmark, Jai Jai Maharashtra Majha (JJMM), the film that's pegged to cost Rs 3.5 crore, is a big budget film. Sponsored by City Corporation Ltd, who is co-producer in the enterprise, auto major Volkswagen is set to showcase its high-end cars, while a host of others such as Shamrao Vitthal Co-op Bank, Season's Apparels and Fair and Lovely are paying for in-film branding.

Since part of the film is being shot in Amanora, City Corp's upcoming township at Pune, it will give the project visibility and the association will appeal to the upwardly mobile urban population, said the Managing Director, Mr Aniruddha Deshpande.

Co-produced and directed by Mr Gautam Jogalekar, the movie caste includes Mahesh Manjrekar, Mrunal Kulkarni and Anusha Dandekar.

“The funding will help a regional language film raise the bar and match up to Hindi films which are technologically better because of bigger budgets,” Mr Jogalekar says.

Focus

The film is based on the incidences and experiences of an American girl of Indian origin (who was adopted from an orphanage in Maharashtra), when she returns after more than two decades. It will portray the state and its cultural values with a focus on Pune, Mumbai and Kolhapur.

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