Adding spice to TV news, NDTV India is going to have a bulletin with Abhishek Bachchan and Rani Mukherji reading the 8 pm bulletin on May 26 as part of the promotions for their new release, Bunty aur Babli.
The two will be reading serious and live news from the channel's studio in New Delhi at primetime to promote the movie, said sources in NDTV. According to sources, the two actors will be addressed by their fictional names during the bulletin although there will be no direct mention of the film per say.
In a first of its kind initiative, the actors will be narrating the news events of the day where every sphere of news; political, social, crime, sports and entertainment will be covered and presented by them.
"Bunty and Babli will read news with a straight face. There would be no overt gimmick to publicise the film or for that matter any sort of humour involved in it. The two actors are going to read the bulletin as journalists," said Prabhat Choudhary, Senior Manager, Spice, who handles all communication for Yash Raj Films.
Asked if the actors are comfortable anchoring news in Hindi, he said, "They weren't. In fact, they were more comfortable in English. However, we convinced them that since the film is in Hindi and we are catering to the masses, it is essential for the two to speak in Hindi. As far as anchoring goes, both are actors so they will be acting their roles as a newsreader and of course they are rehearsing for the D-day. Well, if they fumble, am sure people won't really mind that."
NDTV seemed to be the obvious bet for the film. Choudhary said, "NDTV is a very flexible and far sighted channel, and it's not conventional or prudish. Hence, when we came out with this promotional idea, the channel was more than helpful."
The film has shown a lot of mullah to the marketers. Incidentally, the banner has also inked a deal with Maruti Udyog for in-film marketing promotions of Swift, the new car from their stable. The film, Bunty and Babli, is going to be released on May 27 and as the car rolls out to Indian roads, so will it be seen on the celluloid too. On the reason for this association, the Maruti spokesperson said, "This is the first time that Maruti is attempting to do film advertising and we are looking at innovative promotions. The movie, one of the most eagerly awaited flicks, is a road romance directed by Shaad Ali. The car's launch and the release of the film will be close to each other and this will help in recall value. The attributes that Yash Raj films carry matches well with the core values that the car stands for- style and finesse."