Singham Returns- Police Watches

For the very first time, Police watches was associated with a Bollywood film - Singham Returns in 2014 for an in-film integration. Ajay Devgn and Kareena Kapoor wore Police watches throughout the film. Additionally, they got a huge brand logo in the special promotional song -'Atta Majhi Satakli' and a special press event launching the collection.

Why

'Police' is an elite Italian brand that is into watches and eyewear. Even though foreign brands doing similar business had gathered good response in the Indian markets, 'Police' had not made a considerable impact. 'Police' brand had to be associated with something that could highlight its presence in the Indian market very naturally. We therefore did an in-film branding of 'Police' watches in Singham Returns, a movie based on the heroic deeds of a police officer.

How

Singham Returns starring Ajay Devgn was a sequel of the blockbuster hit Singham which roared through the box office. For the very first time, Police watches was associated with a Bollywood film. What could have been a better opportunity for a brand like POLICE to be associated with the topmost cop series in Bollywood history. Police watches did an in-film branding with Singham Returns. Ajay Devgn and Kareena Kapoor wore Police watches throughout the film. Additionally, they got a huge brand logo in the special promotional song -'Atta Majhi Satakli' and a special press event launching the collection. It turned out to be a sensational in-film integration.

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