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Leo Entertainment has managed to forge alliances with brands such
as ICICI Bank, Tata Tea, Zip Telecom, Ford automobiles and Archies
which will conduct in-film placements in the film. The agency has
also conceptualised "zara hatke" (different) promos.
 Leo
Entertainment head Sanjay Bhutiani says that the first phase of
the campaign - TV, hoardings, posters and banners for the domestic
and international market - has already been conceptualised by his
team.
He explains, "In an attempt to be different from run-of-the-mill
trailors and publicity material, we have developed offbeat creatives.
The promotional material strives to induce guilt among children;
in turn urge them to express their love for their parents."
Some of the promos airing on TV channels include visuals of Amitabh
Bachchan walking with a small child with the tag line "He was
there when you took your first step; will you be there when he takes
his last?" Another creative has the tag line "Their house
was always yours. How come they are guests in your house?"
and the third one is "They sacrificed their today for your
tomorrow..."
Industry sources say that the publicity and promotional budget
for producer Ravi Chopra's film - slated as contemporary version
of the Rajesh Khanna-Shabana Azmi film Avtaar - is around
Rs 20 million.
Also read:
Leo Entertainment
bags Varma Corporation's forthcoming projects
BR Films to produce new
serials for DD, Sahara TV
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