Shivaay- Columbia

In 2016, we did an in-film integration of Columbia Sportswear in ‘Shivaay’ which released during Diwali. The film was shot in freezing locations in India and Bulgaria which made this association a perfect fit for the film as well as the brand.

Why

Columbia Sportswear Company is an American company that manufactures and distributes outerwear and sportswear. The brand did not have a good market presence in India as people hardly knew about it despite having a brilliant collection of winterwear that catered to all ages. It was extremely essential for Columbia sportswear to market its products and increase its sales. In the current times of online business, the brand could see a turnaround if appropriately marketed.

How

The film Shivaay was shot in freezing locales in India and Bulgaria. The association therefore was a great fit for the film as well as the brand. Columbia sportswear could do in-film branding in a grand fashion with the sequences being shot along the snowclad and mountainous regions. The actors were seen wearing Columbia clothing all through such sequences that proved to be perfect for the brand.

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