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Kolkata-based consumer goods firm Emami Ltd today said it has entered into a co-branding pact with Fox Star Studios to promote its talcum powder brand ‘Navratna Cool,' by using the title track of the latter's upcoming Bollywood film ‘ Dum Maro Dum. '
The company is using grabs from the title track of the film which features Deepika Padukone as a part of the television commercials.
Co-branding
“It is a co-branding tie-up through which both the brand and the film are being promoted,” Emami Ltd Director, Mr Harsh Agarwal, told PTI.
He said the tie-up offers the right opportunity for the brand to connect with consumers.
The movie starring Abhishek Bachchan and Bipasha Basu, which is produced by Fox Star Studios, is releasing across India tomorrow.
Prior to this, Emami had used ‘ Shiela Ki Jawani ' song from the film ‘ Tees Mar Khan ' for its Boroplus brand and ‘ Munni Badnam ' song for Zandu balm from the film ‘ Dabangg ' to promote the products.
The latest deal has been handled by Mumbai-based firm, Go Fish Entertainment Pvt Ltd.
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