MAM
‘Salaam-e-Ishq’ woos ‘love lost’ marketers
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.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
