Lintertainment – the entertainment marketing division of Lintas India, Integrated Marketing Action Group (IMAG), has tied up with Boney Kapoor for his forthcoming multi-starrer, ‘Kyon Ho Gaya Na’. Hindustan Lever’s popular brand ‘Close Up’ has also been roped in for the promotion. Amitabh Bachchan, Aishwarya Rai and Vivek Oberoi form the main lead of the movie.
Ashish Bhasin, Director, IMAG, says Lintertainment has brought together a brand like ‘Close-Up’ and a mega starrer like ‘Kyon Ho Gaya Na’ for a joint promotion. “The challenge in film marketing and promotion is to ensure that the brand benefits, without interfering with the audience appreciation of the film. At the same time, the film should also be adequately promoted. In the end, it is ensured that both Close-Up and the movie gain from this,” he said.
Ground activities will also form a part of the campaign. This would include a virtual launch of the signature song of the film, on-line promotions and in-theatre activities. HLL’s outlets across the country, through posters and point-of- purchase materials, would further help the promotion, Bhasin said.
Lintertainment would also work with other divisions of IMAG, like Linterland (rural marketing), Lowe Personal (Direct Marketing and CRM), LinOpinion (Public Relations), Advent (Events Marketing), Lowe Healthcare, dCell (Design Consultancy) and Aaren Initiative (Out-of-home) to ensure the success of this unique venture, he said.