MTV and Varma Corporation Ltd. have announced an exclusive partnership to promote all films produced by Ram Gopal Varma in 2004. The partnership is being initiated with Ab Tak Chhappan on February 27.
Cyrus Oshidar, Vice President & GM, Creative & Content, MTV Networks India states, “We’ve always admired Ram Gopal Varma’s style of filmmaking, which is the most contemporary and cutting edge representation of Indian cinema. As a channel with similar values, an association between MTV and Varma Corporation Ltd. is only natural.”
Ab Tak Chhappan is promoted across all spheres of MTV – on-air, off-air and on-line. Specially created vignettes, movie specials, in-show plugs, MTV created movie interstitial, in-show plugs, contests and in-store promotions are part of the same.
The channel has launched Ab Tak News – Special Report, showcasing the questions and situations surrounding encounter killings. Viewers can also get their copy of Ab Tak Times, a crime news tabloid and get their fix on encounter killings. In addition, the cast and crew of the movie would be featured on MTV Big Picture.