Top Story

e4m_logo.png

Home >> Advertising >> Article

Lintertainment ropes in Close Up to promote <i>Kyon Ho Gaya Na</i>

06-July-2004
Font Size   16
Lintertainment ropes in Close Up to promote <i>Kyon Ho Gaya Na</i>

Lintertainment – the entertainment marketing division of Lintas India, Integrated Marketing Action Group (IMAG), has tied up with Boney Kapoor for his forthcoming multi-starrer, ‘Kyon Ho Gaya Na’. Hindustan Lever’s popular brand ‘Close Up’ has also been roped in for the promotion. Amitabh Bachchan, Aishwarya Rai and Vivek Oberoi form the main lead of the movie.

Ashish Bhasin, Director, IMAG, says Lintertainment has brought together a brand like ‘Close-Up’ and a mega starrer like ‘Kyon Ho Gaya Na’ for a joint promotion. “The challenge in film marketing and promotion is to ensure that the brand benefits, without interfering with the audience appreciation of the film. At the same time, the film should also be adequately promoted. In the end, it is ensured that both Close-Up and the movie gain from this,” he said.

Ground activities will also form a part of the campaign. This would include a virtual launch of the signature song of the film, on-line promotions and in-theatre activities. HLL’s outlets across the country, through posters and point-of- purchase materials, would further help the promotion, Bhasin said.

Lintertainment would also work with other divisions of IMAG, like Linterland (rural marketing), Lowe Personal (Direct Marketing and CRM), LinOpinion (Public Relations), Advent (Events Marketing), Lowe Healthcare, dCell (Design Consultancy) and Aaren Initiative (Out-of-home) to ensure the success of this unique venture, he said.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by