Financial Daily from THE HINDU group of publications
Friday, Aug 29, 2003
Financial Daily from THE HINDU group of publications Friday, Aug 29, 2003 |
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Marketing
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Promotions & Offers Radico ties up with film cos to promote 8PM Whisky Our Bureau
Mumbai , Aug. 28 WHITE Feather Films and Leo Entertainment have signed on Radico Khaitan's 8PM Whisky for the upcoming Hindi film, `Plan', starring Sanjay Dutt. Leo Entertainment, which last collaborated with White Feather on `Kaante' with Thums Up, will handle the entire communication portfolio, including commercials, events, brand launches and merchandising. Among the promotions lined up for the film will be a contest, the winners of which will appear in the movie with Dutt. "The film is about four young boys coming to Mumbai to follow their dreams, so we saw a synergy with the brand, whose positioning is `A time for friends'," said Mr Sanjay Bhutiani, Head - Leo Entertainment. "Also, the film has many moments of the friends getting together and having a good time, so there is a very real opportunity for in-film placements, as well." Leo Entertainment, a division of Leo Burnett India, has also worked with brands such as Coca-Cola, Maaza, Castrol, UB, Tata Tea. White Feather Films is a joint venture production company of Dutt, Sanjay Gupta and Bobby Anand. `Plan' is scheduled to release this December.
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