Indiantelevision.com Team

(25 January 2007 6:00 pm)

MUMBAI: With every new Bollywood movie release comes a host of marketing opportunities and here's yet another. Salaam-e-Ishq which releases today 25 January, has roped in an array of marketers to join the bandwagon and ride the hype of the film.

The film has lined up marketing and promotional tie-ups with Ira Diamond Jewellry, ICI – Dulux-Inspira and Yatra.com, as well as with Zee's Cinestar Ki Khoj and ESPN's Premier Hockey League and English Premiere League.

Apart from this, Times Now and Cafe Coffee Day branding has been incorporated into the film via in-film integration.

Madison’s entertainment unit Mates, was instrumental in initiating an in-film and co-branded promotion for Ira Diamond Jewellry. They suggest that the fit is a natural integration as the core proposition of Ira Diamonds is to make occasions of gifting, proposing and engagement, special and memorable, situations that have been been portrayed in real life situations in the film.

Also tying into the theme of 'love,' are ICI Dulux with their new range titled Dulux Inspira Cashmere Finish and online travel portal Yatra.com. Inter mingling the theme and the brand focus is a co-branded Dulux TVC that promotes the movie by signing off with the line, “Salaam-e-Ishq to the shades of love”.

Additionally, Yatra has adopted the contest route with the ‘Kebab mein Haddi' offer, implying that winners that book their holidays via the website can win a chance to meet any of the 'love struck' pairs.

In a deal with broadcasters Zee and ESPN, the movie will be promoted with on two episodes of Cinestar Ki Khoj and during the Premier Hockey League and English Premiere League.

Two special episodes of Cinestar Ki Khoj will be graced by the movie pairs Akshay Khanna and Priyanka Chopra, Anil Kapoor and Juhi Chawal as they speak about their experiences during the making the film, while participants sing the songs from the movie. Additionally, special promos were created using footage of the movie and aired across Zee, thus promoting the show.

Apart from this, special promos were also created with Anil Kappor and Akshaye Khanna cheering and encouraging the Premier Hockey League teams. While John Abraham does the same for English Premiere League football teams, which will be aired during the commercial breaks.

P9 Integrated was instrumental in the cementing these associations and CEO Navin Shah opines that the value for the ESPN deal alone is worth an estimated Rs 30 million.

The multi-starrer Salaam-e-Ishq revolves around the story six couples from different parts of the world speaking the common language of love, brought together by destiny and fate.