Hotelogix strikes in-film promo deal with Rising Sun

Hotelogix strikes in-film promo deal with Rising Sun thumbnail
Software-as-a-service (SaaS) companies usually rely on digital marketing on social media or send across direct mailers. But Hotelogix is trying a different route. The Vertex Ventures and Accel-backed hotel property management software provider has partnered with Rising Sun Films to promote the production house’s upcoming movie October, featuring Varun Dhawan and Banita Sandhu and directed by Shoojit Sircar.

Both the protagonists in the film will be seen as hotel management students, and can thus help promote Hotelogix through video ads on YouTube.

SaaS companies, unlike brands that cater directly to consumers, usually do not use celebrities for promotion. But Hotelogix believes star power can add value as its target audience is hotel owners.

“It is a perfect opportunity to experiment with this idea. We know most of these decision-makers. We are selling to a market that is using old-age technology. When they see us in this light, there will be a strong brand recall. You are standing with something different in hand. The guy will at least look at it,” said Aditya Sanghi, CEO of Hotelogix.

Hotelogix provides a cloud-based solution to hotels to automate and manage their end-to-end operations. It assists hotels in increasing their online presence. The company recently raised $5 million (about ?33 crore) in a round led by Vertex Ventures and with participation from Accel Partners and Saama Capital.

The company has not entered into an endorsement tie-up with Varun Dhawan but into a partnership with the production house for the film. So the entire marketing will have the film as the focus. This is vastly different from startups such as Byju’s and BigBasket, which have actor-producer Shah Rukh Khan as a brand ambassador.

Apart from India, Hotelogix has presence in North America and Europe, where it caters to a sizeable chunk of Indians who own properties. It believes this promotion can help it create a stronger brand among the property owners.

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