NatGeo in Lootcase — A right marriage of content and communication

Branded content, if integrated and weaved into a story well, can do wonders for any brand. One such fine piece of brand integration was seen in the latest comedy movie released on Disney+Hotstar, ‘Lootcase’, where infotainment channel National Geographic India became an integral part of the story.

The channel did not only find a place in the movie but it also found a narrative, driving subscription towards the end. Even after being there from the beginning to the end, the integration did not hamper the experience, rather added more fun element.

Anuradha Aggarwal

The storyline and film genre (comedy) was such that we saw potential in fitting it together without compromising on the quality of the content, said Anuradha Aggarwal, Head, Infotainment and Kids, Star & Disney India.

She said, “Consumer experience is always enhanced when a brand does not hard-sell itself. With Lootcase, we had the freedom of creativity which fit in perfectly with our brand communication and plans.”

Carrying an integration throughout the film is not always a safe bet and carries the risk of backfire. Talking about how channel converted the risk factor into an opportunity, Aggarwal said, “We had strategised this integration by recognising the potential of the right marriage of content and communication. We subtly interweaved the brand within the film script through a character that is very fond of the National Geographic channel, making the integration more organic without compromising on the creative element of a film for the brand. We have got a great response from our consumers who have proactively reached out to us mentioning how much they loved the integration. This reaffirms our commitment to keep scouting for such innovative ways and keep our consumers entertained.”

Aggarwal refrained from sharing any numbers. “While we cannot comment on the increase in subscriptions, consumer feedback received anecdotally and on social media has been encouraging,” she said.

Anyone who watched the movie noticed the fine placement of the brand and would give all the credits to the scriptwriter of the film for this seamless integration. “With an objective to engage with the large captive audience, the integration was the brainchild of Fox Star studios with whom we have worked very closely to bring alive the brand integration in an effortless manner,” said Aggarwal.

Talking about the qualities of fine brand integration, Aggrawal said, “A good integration should be of relevance to the viewers with the right balance of content and communication to keep them engaged. It should be done in a manner that enhances customers’ experience without compromising on the quality of the content. It should be woven seamlessly into the script of the film in order to grab the attention of viewers and improve the memory of viewers to recall the brand.”