14 BRANDWORLD MUMBAI | FRIDAY, 20 JANUARY 2017 1>

URVI MALVANIAMumbai, 19 January

R udyard Kipling’sendearing wolf boyMowgli brought to life

last year by Walt DisneyPicturesprovedbeyonddoubtthat Indian consumers didhave an appetite forHollywood films. In the landofBollywood,TheJungleBooknot only earned ~190 crore inits lifetime domestically, butalso emerged as 2016’s third-highest grosser at the Indianbox office.

While the Indian settingofthe film and the presence of aprominent Bollywood voicecast did help in increasingbuzz, it was its all-roundmar-keting by Walt Disney thatfinally drew the audience totheatres. In many respects,The Jungle Book establishedthe fact that the right mix oflanguage, content and genrecould go a long way in mak-ing Hollywood interesting toan Indianaudience. Stars suchas Nana Patekar, PriyankaChopra and Irrfan Khan lenttheir voice to the Hindi dub,which was promoted heavilybyWalt Disney.

The trend incidentally ofIndian stars featuring inHollywood films continuesinto this year too, with XXX:Return of Xander Cage andBaywatchhitting screenshere.WhileXander Cage, featuringDeepika Padukone, made itsdebut in India last week,Baywatchwill be released lat-er. The company bringing themovieshereViacom18MotionPictures (VMP), which has anassociation with the films’producer Paramount Studios,is all too aware of the oppor-tunity these films bring toIndian brands.

“They (films) have the

potential to attract audiences.Wecan therefore optimisedis-tribution.ForXanderCage,weknewwewouldbedistributingit in 1,200 to 1,400 screens.What we wanted to ensure isthatwegotmaximumfootfallsat these properties, and that iswheremarketing helped,” AjitAndhare, COO,VMP, said.

The marketing for XanderCage began in October 2016when the studio first releasedits lookandtrailer.Thefact thatPadukoneplayedacentral rolewas known by then. So therewas a fair amount of curiosity,Andharesaid.Sustainingitwasthe challenge though.

“Acommonquestionwhenan Indian actor goes toHollywood is ‘how big is therole?’ We reiterated thatDeepika did not have a smallpart by featuring her promi-nently in the promos. By thetime the film released (onJanuary13), theaudienceknew

shewasan importantmemberof the cast,” says RudrarupDatta, senior vice-presidentand marketing head, VMP. Asimilar tack was employed bySony Pictures Entertainmentfor the marketing of 2016’sInferno, starring Irrfan Khan.

Xander Cage’s male leadVinDieselwasalsousedtopro-mote the film inan interestingway. Last Diwali, the studioreleasedavideoofDieselwish-ing Indian viewers in Hindi.“Such videos have a highpotentialof shareability.Therewas high recall for it inmetrosandnon-metros,” he says.

While thestudioadvertisedthe film on television, print,radio and outdoor, digital wasthefocalpoint. Themoviepre-miere on January 12 acted asthe big reveal, Datta says.

“The welcome we hadplanned was in line with ourstrategytoIndianisethemovie.Vin Diesel and the XXX India

Premiere were top twittertrends that day,”Datta says.

MarketinginmoviehallsMovie integration at cinemahalls have become an impor-tant aspect in film marketingtoday. Multiplexes use theoccasiontointeractandengagewith consumers through vari-ous initiatives. For XanderCage, multiplex partner PVRconverted its theatres inMumbai (PVRCitiMall), Delhi(PVR Priya) and Bangalore(PVRMarket City) into special‘XXX-PVR’ cinemas. Thesezones offered exclusive mer-chandiseandengagementplat-forms for patrons includingselfie spots, gaming zones andcuratedmeal combos.

Gautam Dutta, CEO, PVRCinemassaid,“PVR hasalwaysgone beyond the set bench-marks of cinema viewing, andconstantlyendeavouredtopro-vide an enhanced cinematic

experience.Joininghandswithpartners like Viacom 18 givespatronsanopportunity tocon-nectwiththeir favouritemoviefranchiseevenoutside thecin-emahall.”

In-cinemaadvertising inci-dentally has seen steadygrowth for both PVR and itsrival Inox in recent years. Bothchains have said that growthformultiplexoperators ingen-eral will come from innova-tions within properties. This,they say, will help brands gobeyondon-screenadvertising,coming at a time when main-stream advertising is becom-ing increasingly cluttered.

At a broader level, on-ground advertising, sayexperts, has been growing forsome timenowas brands seeknovel ways of consumerengagement. With Hollywoodfilms keen to flaunt theirIndian connect slowly emerg-ing, this trend will only grow.

Brands exploit the Indianconnect in Hollywood filmsTheemergenceofIndianstarsandstoriesinHollywoodmovieshasallowedstudiosandmultiplexoperatorstomarketthesefilmsdifferentlyinIndia,helpingthemrakeinthemoolah

PVRhadspecialXXXzones incertainpropertieswhere consumers couldpurchasebrandedmerchandiseandclick selfies

PHOTOS: PVR

ACROSS1 Fairy-tale character allowed

bit of work, given backing(6)

5 Returns smug about toosuperb finish in footwear (8)

9 Population growth in tinyperiod of prosperity (4,4)

10 Master a foreigner broughtup by a frenzied female (6)

11 Making a note on jeans Ikept in the box (10)

12 Backing friends, makes a hit(4)

13 Wise people devouringAmerica's polonies, etc. (8)

16 Second common cat makesatmosphere so smelly (6)

17 One has the feeling thatthat's the way to make lessof it (6)

19 … of molten rock descend onreactionary gents (8)

21 Deliver item of pottery (4)22 Officially register a complaint

(6,4)25 Mel tolerates burns (6)26 Helping a wager, given small

ring (8)27 Neglecting love letter! (8)28 Crow-Eaters bird home is

most rational (6)

DOWN2 What does the author of The

Cloister and the Hearth

expect us to do, say? (5)

3 Belonging to you, is gettingto me, Herb (5)

4 Taking things badly (7)

5 Manoeuvring the legsections (7)

6 Most men are upset for briefperiods (7)

7 Finished on initially sillyjoke-go too far (9)

8 London square is the sceneof a battle (9)

14 This wind record could be adreadful goner, Ma’am (9)

15 Rows over one taking onrogues (9)

18 Ms Melissa Rabelais offershearty backing for formercoach of Swans (7)

19 Left a seat for Frenchmathematician (7)

20 King surrounded bymenservants or knaves (7)

23 The sort of demonstration noone would stand for (3,2)

24 For America, change thefragrance, we're told (5)

> THE BS CROSSWORD # 2632

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HOW TO PLAYFill in the grid so that every row, everycolumn and every 3x3 box contains thedigits 1 to 9

SOLUTION TO #2631

> BS SUDOKU # 2147

A. Addendum No. 03/2017Addendum to Scheme Information Document (SID) and Key Information Memorandum (KIM) of Birla Sun Life

Fixed Term Plan - Series JY (1099 days) and Birla Sun Life Fixed Term Plan - Series KC (1099 days)

Mutual Fund investments are subject to market risks, read all scheme related documents carefully.

For more information please contact:BIRLA SUN LIFE ASSET MANAGEMENT COMPANY LTD. (Investment Manager for Birla Sun Life Mutual Fund)

One India Bulls Centre, Tower 1, 17th Floor, Jupiter Mill Compound, 841, S.B. Marg, Elphinstone Road, Mumbai - 400 013.Tel.: 4356 8000. Fax: 4356 8110/8111. E-mail: connect@birlasunlife.com Website: www.birlasunlife.com CIN: U65991MH1994PLC080811

Date : January 19, 2017Place: Mumbai

For Birla Sun Life Asset Management Company Ltd.(Investment Manager for Birla Sun Life Mutual Fund)Sd/-Authorised Signatory

Date & time by which consent forextension of maturity can be submittedExisting Scheme Name Revised Scheme Name

On or before close of business hours ofFebruary 06, 2017

On or before close of business hours ofFebruary 16, 2017

Birla Sun Life Fixed Term Plan - Series JY(1099 days)

Birla Sun Life Fixed Term Plan - Series KC(1099 days)

Birla Sun Life Fixed Term Plan - Series JY(1162 days)

Birla Sun Life Fixed Term Plan - Series KC(1159 days)

The Board of Directors of Birla Sun Life Trustee Company Pvt. Ltd, Trustees to the Schemes of Birla Sun Life Mutual Fund have decided to furtherreset the maturity date of the following Schemes (i.e. extend the maturity) in accordance with the proviso laid in Regulation 33 (4) of SEBI (MutualFunds) Regulations, 1996:

Launch Date Original MaturityDate#Allotment DateName of the Scheme

Birla Sun Life Fixed Term Plan - Series JY(1099 days)

Birla Sun Life Fixed Term Plan - Series KC(1099 days)

Extension Tenure(days)

Revised MaturityDate#

January 30, 2014

February 11, 2014

February 04, 2014

February 14, 2014

February 06, 2017

February 16, 2017

63

60

April 10, 2017

April 17, 2017

#or the immediately followingBusinessDay, if such day is not aBusinessDay.Accordingly, detailed letter intimating the terms and features of the proposed extension along with proforma consent for re-setting the maturity will bedispatched/emailed to the registered address/email id of the Unitholder(s)/Beneficial Owner(s) whose names appear in the records of the Registrarand Transfer Agent, Computer Age Management Services Pvt. Ltd./ Statement of Beneficiary Owners maintained by the Depositories as on Friday,January 13, 2017 for the above mentioned Scheme.The duly filled application (consent form) for re-setting the maturity date should be submitted at the Official Points of Acceptance of Birla Sun LifeAsset Management Company Limited, ('AMC') and/or its Registrar & TransferAgent ('CAMS') as follows:

Unitholder(s) who do not submit the duly filled consent form within the aforesaid timeline will not be entitled for extension of maturity and theirinvestments in the aforesaid schemes shall be redeemed on the above referred “Original Maturity Date”. Such Unitholders shall receive theredemption/maturity proceeds based on applicable NAV as on the original maturity date of the Scheme as mentioned in the above table.Unitholders are requested to read the said letter intimating the re-setting of maturity & the SID of the Schemes which is available onwww.birlasunlife.com. The revised product labeling of the abovementioned Schemes will be as follows:

*Investors should consult their financial advisers if in doubt whether the product is suitable for them.All other features and terms and conditions of the above Schemes shall remain unchanged.

B. Addendum No. OPT/02/2017Addendum to Scheme Information Document(s) / Key Information Memorandum(s) of the schemes

of Birla Sun Life Mutual FundInvestors / Unit holders are advised to take note of the following changesmade to the list ofOfficial Points ofAcceptance forBirla SunLifeAssetManagementCompanyLimited.InvestorServiceCenters -ComputerAge Management Services Pvt Ltd., Registrar and TransferAgents:

State

Uttar Pradesh

West Bengal

Old Address New Address Effective Date

Amar Deep Building, 3/20/14, 2nd floor, Niyawan,Faizabad - 224 001.

399, G T Road, Basement of Talk of the Town,Burdwan - 713 101.

1st Floor, Above Exide Showroom, 399 G TRoad, Burdwan - 713 101.

1/13/196, A, Civil Lines, Behind Triupati Hotel,Faizabad - 224 001.

Monday,January 23, 2017

Wednesday,February 01, 2017

This addendum forms an integral part of the SID / KIM issued for the Schemes read with the addenda issued thereunder.

Aim to achieve your goals with Birla Sun Life Mutual Fund’s Systematic Investment Plan - SIP NOW! Visit sipnow.birlasunlife.com

This product is suitable for investors who are seeking*:

Birla Sun Life Fixed Term Plan - Series JY (1162 days) and Birla Sun Life Fixed Term Plan - Series KC (1159 days)

• income with capital growth over long term

• investments in debt and money market securities maturing on orbefore the tenure of the Scheme

Investors understand that their principal will be at Moderate risk

woL

yletaredoM

woL

Moderately

High

derao teM

High

Low HighRiskometer

TheNAVof the scheme, pursuant to pay out of dividendwould fall to the extent of the payout andstatutory levy (if applicable).#As reduced by the amount of applicable statutory levy.All unitholders whose names appear in the Register of Unitholders / Beneficial owners under the dividend option/plans of the aforesaid Scheme as atthe close of business hours on the Record Date shall be eligible to receive the dividend so declared.*or the immediately following Business Day if that day is a non-business day.

Record Date for DividendNOTICE IS HEREBYGIVEN THAT the Trustees of Birla Sun Life Mutual Fund have approved Wednesday, January 25, 2017*, as the Record Datefor declaration of dividend subject to availability of distributable surplus on the Record Date, in the following Scheme as under:

Mutual Fund investments are subject to market risks, read all scheme related documents carefully.

For more information please contact:BIRLA SUN LIFE ASSET MANAGEMENT COMPANY LTD. (Investment Manager for Birla Sun Life Mutual Fund)

One India Bulls Centre, Tower 1, 17th Floor, Jupiter Mill Compound, 841, S.B. Marg, Elphinstone Road, Mumbai - 400 013.Tel.: 4356 8000. Fax: 4356 8110/8111. E-mail: connect@birlasunlife.com Website: www.birlasunlife.com CIN: U65991MH1994PLC080811

For Birla Sun Life Asset Management Company Ltd.(Investment Manager for Birla Sun Life Mutual Fund)Sd/-Authorised Signatory

Date : January 19, 2017Place: Mumbai

Aim to achieve your goals with Birla Sun Life Mutual Fund’s Systematic Investment Plan - SIP NOW! Visit sipnow.birlasunlife.com

NAV as onJanuary 18, 2017 (`)Plans/OptionName of the Scheme

Regular Plan - DividendOption

Direct Plan - DividendOption

Birla Sun Life BalancedAdvantage Fund

Dividend Rate (` per unit # onface value of ` 10/- per unit)

21.440.16

22.090.17