NEW DELHI: Kolkata-based consumer
goods firmEmami Ltd. today said it has entered into a co-branding pact with Fox Star Studios
to promote its talcum powder brand 'Navratna Cool' by using the title track of
the latter's upcoming Bollywood film 'Dum Maro Dum'.
The company is
using grabs from the title track of the film which features actress Deepika
Padukone as a part of the television commercials.
"It is a co-branding
tie-up through which both the brand and the film are being promoted," Emami Ltd
Director Harsh Agarwal told PTI.
He said the tie-up offers right
opportunity for the brand to connect with consumers.
The movie starring
Abhishek Bachchan and Bipasha Basu, which is produced by Fox Star Studios, is
releasing across India tomorrow.
Prior to this, Emami had used 'Shiela
Ki Jawani' song from the film 'Tees Mar Khan' for its Boroplus brand and 'Munni
Badnam' song for Zandu balm from the film 'Dabangg' to promote the products.
The latest deal has been handled by Mumbai-based firm, Go Fish
Entertainment Pvt Ltd.
goods firmEmami Ltd. today said it has entered into a co-branding pact with Fox Star Studios
to promote its talcum powder brand 'Navratna Cool' by using the title track of
the latter's upcoming Bollywood film 'Dum Maro Dum'.
The company is
using grabs from the title track of the film which features actress Deepika
Padukone as a part of the television commercials.
"It is a co-branding
tie-up through which both the brand and the film are being promoted," Emami Ltd
Director Harsh Agarwal told PTI.
He said the tie-up offers right
opportunity for the brand to connect with consumers.
The movie starring
Abhishek Bachchan and Bipasha Basu, which is produced by Fox Star Studios, is
releasing across India tomorrow.
Prior to this, Emami had used 'Shiela
Ki Jawani' song from the film 'Tees Mar Khan' for its Boroplus brand and 'Munni
Badnam' song for Zandu balm from the film 'Dabangg' to promote the products.
The latest deal has been handled by Mumbai-based firm, Go Fish
Entertainment Pvt Ltd.
BY ANKIT KUMAR
PGDM -2 sem
PGDM -2 sem
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