MUMBAI: Leo Entertainment, the full service entertainment consultancy division of Leo Burnett India, is going all out to grab brand associations for producer Ravi Chopra's multi-starrer feature filmBaghban.

The film stars Amitabh Bachchan, Hema Malini, Salman Khan and Aman Varma among others.

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.

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