MUMBAI: It worked in Kaante. Now in-film product placement is being taken a step further in a new film Plan.

Encouraged by the success of Kaante, White Feather Films (WFF) and Leo Entertainment have again come together on Plan and tied up with Radico Khaitan's 8PM whisky.

One of the promotions is certainly unique. There will be 14 winners, four of which will appear in the movie side by side with Sanjay Dutt. The rest will be present at the shoot. All of them will subsequently go for a four months acting course.

Leo Entertainment head Sanjay Bhutiani was quoted in a company release as saying, "We have lined up many innovative activities to get the maximum out of the brand tie-up. Plan is all about friendships and old buddies getting together in the evening. Therefore 8PM was a really ideal match."

Leo was entrusted with the entire communication portfolio of the movie -- right from commercials, events, contests, road shows, brand launches, merchandising etc.

WFF first tied up with Leo for its first feature Kaante. The association resulted in the path breaking Thums Up-Kaante tie-up, which went beyond a simple in-film placement and was honored amongst the top 10 brand placements globally for that year.