Indiantelevision.com Team

(14 Sptember 2007 8:00 pm)

MUMBAI: Producer Sanjay Leela Bhansali is playing on the curiosity factor as he lifts the veil off his latest film Saawariya.

Until now the teaser promos of the movie did not reveal the faces of lead actors Ranbir Kapoor and Sonam Kapoor.

However, as part of the film's marketing strategy, Channel [V] will let viewers have an exclusive sneak peek of the two actors when the title track of Saawariya will be showcased on 15 and 16 September from 8 pm onwards.

Channel [V] head honcho Amar K Deb said, "We are gung ho about the film and are putting in our 100 per cent to make the promotions on our channel as creative as possible. At Channel [V] our constant aim is to do exceptional on air promotions for the Bollywood films we tie up with."

Following this, the channel has also queued up promotional plans to publicise the film. Viewers will get to see the promos of Saawariya from mid October, which will continue till the release of the movie in November.

Adding on Deb said, "When we were promoting Don, the interviews we did with the cast were done in an interrogative format. Shah Rukh Khan stole the Channel [V] logo and the team searched for him. The promotions around Saawariya will be weaved in a similar manner with the underlying theme being love."

Keeping in sync with the flavour of the movie, the campaign will be designed around 'love'. The movie will be promoted across various shows on the music channel. It will also be crowned as the movie of the month as well as the Movie No. 1 for October.

Behind the scenes action and pre-release promotions will also include featuring the Ranbir and Sonam as [V] Hero and [V] Goddess respectively.

Special interviews of the duo will be showcased with VJs like Lola Kutty, Juhi, Neil and Gill. Along with Ranbir and Sonam, director Sanjay Leela Bhansali will also give an insight into the story of the film on Channel [V].