Chennai Express- Wildcraft

Chennai Express (2013) was a movie based on a journey that changes the life of Rahul. This concept went very well with the brand ethos of Wildcraft that has its brand tagline as 'outdoors lie within'. Wildcraft not only did in-film integration of their brand which saw SRK carrying it almost all through the film, but also maximized its returns by doing co-branded media spends on a national level.


Wildcraft over the last few years has been a very famous brand among college goers. This wasn't a brand that got into extensive advertising and sales promotion ever. But being merely present at multibrand retail giants wasn't the only way out. With the online sales of other brands rising, and buyers getting number of options from competitors, Wildcraft had to make an impact. It had to be associated with something huge.


Shahrukh Khan (Rahul) being a traveller is seen carrying a Wildcraft bag almost all throughtout the film. The brand ethos of Wildcraft is defined by its tagline as 'outdoors lie within'. This was a brilliant integration since it helped in promoting the brand with the concept of the movie. It also helped Wildcraft maximize its returns by doing co-branded media spends on a national level.

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