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John-Bipasha starrer ‘Goal’ kicks off brand associations and media tie-ups

John-Bipasha starrer ‘Goal’ kicks off brand associations and media tie-ups

Author | Tasneem Limbdiwala | Wednesday, Nov 21,2007 7:02 AM

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John-Bipasha starrer ‘Goal’ kicks off brand associations and media tie-ups

After ‘Chak De! India’ another sports flick, ‘Goal’, is generating a lot of interest. From the house of UTV Motion Pictures, ‘Goal’, which stars John Abraham, Bipasha Basu, Arshad Warsi and Boman Irani, is releasing worldwide on November 23, 2007. The movie, in association with youth channel Bindass, has lined up quite a few media tie-ups and brand associations.

Brands like Reebok, Western Union, and Gillette have climbed on to the ‘Goal’ platform, while ESPN-STAR Sports will integrate the catchline ‘Goal - Duniya Goal Hai’ to promote the English Premier League matches to be telecast on the channel later in November. UTV has also tied up with Zee Sports to organise a ‘Goal Bus Tour’ in Delhi.

Speaking on the brand fit, Sajid Shamim, Director-Marketing & Product, Reebok, said, “The trend of brands associating themselves with movies shall continue only if it involves a perfect brand fit. We here at Reebok are very conscious when it comes to associations with movies as we believe in our brand and that the fit should naturally come in.”

Reebok, which sponsored the clothing line in the film, will retail the ‘Goal’ range across 535 outlets in India. There will also be co-branded window displays in Reebok showrooms promoting the ‘Goal’ collection, which includes apparel and accessories related to football that figure in the movie. A 30-second TV spot featuring the movie’s stars has also gone on air.

On the ESPN-STAR Sports front, John Abraham and Bipasha Basu will promote the line on the channel throughout November. The channel is running a contest to select five winners who will get to watch an English Premier League match in the UK.

Meanwhile, UTV has also licensed the gaming rights for the film to Indiagames, which has tied up with FIFA to launch the Goal-FIFA challenge on the Games-on-demand platform.

The production house has already recovered close to Rs 16 crore of the production cost before the theatrical release. An UTV official commented, “Syndication of satellite, music rights, territory pre-sales, home video, in-film advertising with brands like Reebok, Western Union, and Gillette have contributed to the cost recovery even before the film’s release.”

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