MUMBAI: Experiential marketing division from Dentsu Aegis Network, psLIVE has facilitated a marketing tie-up of the tea brand Parivar with Umesh Shukla’s latest movie - All Is Well. 

With Bollywood emerging as a marketing tool that can be strategically used by brands to talk to consumers, psLIVE assisted Sapat International to associate its tea brand Parivar with the movie as the positioning of both the brand and the film exhibit an extremely seamless fit.

The promos from the All Is Well stable clearly suggest that the movie directly targets family consumption - a coherent purpose that Parivar also desires to achieve.

As part of the tie-up, Sapat International created a co-branded television commercial with All Is Well in an attempt to capitalise on this psLIVE-helmed partnership.

Sapat International group managing director Nikhil Joshi said, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”

To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print campaign and ‘on-pack’ packaging.

psLIVE vice president Sidharth Ghosh added, “All Is Well seemed to be a perfect fit for the tea brand ‘Parivar’ as both seamlessly blend with each other. This association will increase the brand recall. At psLive, we are extremely delighted having initiated this integration.”

The movie stars Rishi Kapoor, Supriya Pathak, Abhishek Bachchan and Asin in lead roles.