Fountainhead MKTG, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the incense stick manufacturer Cycle Pure Agarbathies with Ranavikrama Pavan Wodeyar’s soon-to-release ‘Jessie’. With this, Fountainhead MKTG’s branded entertainment arm has now forayed into the in-film placement category for the Kannada film industry.
The collaboration between Cycle Pure Agarbathies and Jessie will witness the former sharing screen space with the lead characters of the film. It will also be incorporated in the lyrics of the song “Malgudi ya ooralle”, taking in-film advertising in regional cinema to the next level.
With this tie-up, Cycle Pure Agarbathies becomes the first brand to explore in-song promotion within the Kannada film industry. Commenting on the association Cycle Pure Agarbathies MD Arjun Ranga said, “We are extremely delighted to be a part of Pawan Wodeyar’s Jessie. At Cycle, we have always associated with all true emotions.
Jessie is a love story. The unconditional bond of love the movie portrays makes it a perfect fit for the brand. We are confident that the collaboration will help us to strike a chord with the audience and strengthen our brand in their minds.”