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Snapchatters in India who aim to be protagonist Murad in the movie Gully Boy have a pleasant surprise. With the help of a special AR lens, they can step into actor Ranvir Singh’s character embodying the role of his unofficial spirit animal, and don his iconic hoodie.
Brand integrations for the movie Gully Boy appear to have reached every gully (street).
Partnerships
In partnership with several brands such as Adidas, Ola, Zomato, Paytm, Kingfisher, Dish TV and Sunsilk, the movie appears to have also made youngsters take to rap music.
The movie won accolades at the 2019 Berlin International Film Festival. By integrating with the movie and associated rap music, it is not just brands that want to partake of the adrenalin rush hoping it would translate to sales. Even political parties and the police are clambering onto the brand wagon, embracing the ‘Apna Time Ayega’ idealogy.
The BJP has a Gully Boy inspired rap on Prime Minister Narendra Modi which is trending, while Assam Police’s similarly inspired rap is winning over the Twitterati.
The Mumbai Police took to their Twitter account with a meme to highlight actor Alia Bhat’s dialogue from the movie, where she says, ‘Mar Jayega Tu’ (you will die). The addition to this video by the Mumbai Police, “When he argues to ride a motorcycle without wearing a helmet,” espouses the cause of safe driving.
Excel Movies, makers of the musical drama Gully Boy, also teamed up with camera company Snapchat. Through a special lens, an Augmented Reality overlay for the camera feed, those using Snapchat can sing along to the film’s title track, while appearing to be dressed up as Ranvir Singh’s character in his hoodie.
Though many brands like Big Bazaar, Ixigo and Mahindra Rise had woven advertising campaigns integrating the rap music wave, the new movie appears to have moved things up a notch. Big Bazaar roped in popular underground rapper Emiway Bantai, and Ixigo decided to celebrate Republic Day by creating its ‘Train Mein Hai Swag’ rap.
Mahindra Rise had also launched its ‘Rise Up-Anthem for the Girl Child’ campaign and collaborated with rapper Deepa Unnikrishnan aka Dee MC.
Adidas urges its customers to ‘Get your Gully Boy look with Adidas Originals and has the movie actor flaunting an Adidas jacket on its website.
‘Apna Time Ayega’ says the Adidas campaign, mirroring the stance of the actor, with customers urged to purchase merchandise till February 17 to win Gully Boy movie tickets or Adidas Original merchandise.
Fast food chain KFC is chanting ‘Aayega. Aayega. Aagaya! KFC Double Down is making its way to your Gully!’ with its all chicken no bun offering.
The movie has co-branded a TV commercial for Torex cough syrup, as has hair-care brand Sunsilk. Delivery firm Zomato has an advertisement with the actor promoting its superfast delivery, and Mondelez India invites customers to ‘pop your heart out’ and sink into its Cadbury Silk brand, with a picture of the actors.
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