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Idea Cellular in strategic association with Sanjay Dutt-starrer ‘EMI’

25-October-2008
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Idea Cellular in strategic association with Sanjay Dutt-starrer ‘EMI’

Idea Cellular’s tagline ‘What an Idea, Sirji’ and its signature ringtone have been woven into the plot of the forthcoming Sanjay Dutt-starrer ‘EMI’. The mobile service provider has tied up with Popcorn Motion Pictures and Balaji Motion Pictures for this strategic in-film integration initiative.

This apart, the Idea portal will make available a host of value-added services such as dialer tone, ring back ring tones, wallpapers to its subscribers.

Speaking on this initiative, Atul Chaturvedi, Circle Head, Idea Cellular, Delhi, said, “Idea has always been at the forefront of best-in-class telecom services and has succeeded in delivering exciting and innovative products to its customers. This is yet another pioneering effort in the mobile entertainment space, which will enable Idea and Popcorn Entertainment to reach out to their customers by providing Bollywood streaming content.”

The movie ‘EMI’ (‘Easy Monthly Installments’) is a bittersweet satire that looks at modern day India in a mirthfully subjective way. The film has been directed by debutante Saurabh Kabra. The music has been composed by Chirantan Bhatt and the music track also features Sanjay Dutt lending his voice to the title track. ‘EMI’ is a narrative of interconnecting characters coming from different strata and styles. The movie portrays contrasting characters, who indulge in spending without thinking, and others who care to be optimistic about the future that they desire. ‘EMI’ will be distributed worldwide through Sahara One Motion Pictures.

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