Aaj Tak has entered into an exclusive tie-up with the upcoming movie, ‘Singham Returns’, starring Ajay Devgn and directed by Rohit Shetty. The Hindi news channel is leveraging on the larger than life role of Ajay Devgn in the film for promotions of its show – ‘Halla Bol’ – on the channel.
High quality animations have been used in a series of co-branded promos that drive the message of ‘Halla Bol’ and encourage people to boldly take on the burning issues of today.
Commenting on the development, Ashish Bagga, Group CEO, India Today said, “Animation is amongst the most expressive forms of communication and I’m glad that with a strong social message hidden behind the initiative, this will be appreciated across classes.”
Speaking on the partnership, Rohit Shetty, the director of the film, said, “It is a great and unique video conceptualised by Aaj Tak and we all are quite happy to see the way it has been created as it will further spread social awareness amongst the people.”
The first video shows the animated character of Singham helping an ambulance to get out of traffic to reach the hospital. The video is already running across TV channels and digital platforms of the group. Ajay Devgn has also tweeted about this association.
The show ‘Halla Bol’ runs on weekdays at 6 PM on Aaj Tak and covers crucial topics of public relevance. The episodes highlight the issues faced by the society and economy, while also suggesting a roadmap to a lasting solution with recommendations from expert panellists.