Top Story

e4m_logo.png

Home >> Media - TV >> Article

Discovery Channel & Yash Raj Films tie up

01-November-2012
Font Size   16
Share
Discovery Channel & Yash Raj Films tie up

Discovery Channel and Yash Raj Films have entered into a brand association for the forthcoming film Jab Tak Hai Jaan. 

Releasing this Diwali on November 13, the film will have one of its lead female characters, Akira, played by Anushka Sharma, portrayed as an employee of the Discovery Channel who wants to make a documentary on the male lead of the film - Shahrukh Khan.

Commenting on her character in the film, Anushka Sharma said, “I am Akira, and I work for the Discovery Channel. And I am on a quest to discover the truth behind the compelling story of “The Man Who Cannot Die”.

Commenting on the association with Yash Raj Films, Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific said, “We are honoured to have associated with one of India’s foremost film stalwarts – the late Shri Yash Chopra.”

“This association reflects the immense popularity and credibility that Discovery Channel enjoys in India and around the world where this film will be released,” Johri added. 

In the film, Akira’s goal is to work for the Discovery Channel. She chances upon the opportunity, in the form of Shahrukh Khan, employed with a special unit of the forces. She goes on to convince the Discovery Channel team to produce a documentary on him - “The Man Who Cannot Die.” The audience will discover the entire story of the film through Akira’s eyes. 

Ashish Patil, Vice President, Yash Raj Films commented, “We wanted to associate with the leading non-fiction channel and we are happy to partner with Discovery Channel. We are certain that viewers will enjoy Anushka’s refreshing character as a Discovery Channel employee.”

Besides shooting in various locales, Anushka also shot at the Discovery Channel’s office making the experience as real as possible for the viewers.

One of the most ambitious ventures of Yash Raj Films, Jab Tak Hai Jaan is directed by Late Yash Chopra, India’s legendary filmmaker and produced by Aditya Chopra. The film also stars Katrina Kaif in a leading role and has music composed by the Oscar award winner A.R. Rahman with lyrics by Gulzar.

The movie is slated to release globally including India, US and UK in November this year on Diwali, November 13.

Tags

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems