This is how ICICI bank is encashing upon Baahubali 2

May 10, 2017 | 7:02 am

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With Baahubali 2 smashing box office records every day, Arka Mediaworks has left no stone un-turned to make the magnum opus the first ever home-grown tentpole franchise, which is evident from the record number of licensing and merchandising deals signed around the movie. And given the popularity of franchise, the brands have already hoped on the Baahubali brand licensing bandwagon to rake moolah.

Now, betting big on the shoulder of the magnum opus, ICICI bank has joined hands with the production house to introduce customized Baahubali debit cards for the ardent admirers of the flick. A part of the ‘Expressions debit cards’, the collection includes eight samples including the scenes from movie as well as design elements.

The news was shared at social media platform by the official social media handle of the bank.

The post reads, “Love #Baahubali2? Choose your favourite #Baahubali design & personalise it on your ICICI Bank Expressions Debit card.”

However, this is not the first time that ICICI has initiated such a marketing strategy. In past, the bank has collaborated with brand owners like Disney India for Jungle Book, Captain America: Civil War, Star Wars and Beauty and the Beast, Yash Raj Films for Dilwale Dulhania Le Jayenge, and Green Gold Animations for Chhota Bheem.

The second part of SS Rajamouli’s film Bahubali 2: The Conclusion hit the theatre after two years in the making. However, in no time, the movie became a phenomenon, wherein Mumbai based licensing agency Black White Orange created a full-fledged licensing program for the Baahubali franchise.

Starring Prabhas, Rana Daggubati, Anushka Shetty and Tamannaah Bhatia, the movie has hit Rs 1,000 crore gross worldwide box office in just ten days.