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Fox uses innovative cross promos to plug ‘Garfield’
MUMBAI: Increasingly promotions and marketing activities for Hollywood films go beyond just the traditional TVCs and print ads. A case in point is Rupert Murdoch’s 20th Century Fox.
The studio has lined up a litter of retail and in-theatre promotional partners as well as innovative campaigns for the studio’s film Garfield in the US. The movie with the lazy cat opens in the US on 11 June. The syndicated cartoon strip Garfield is read in 2600 newspapers by 260 million readers around the world.
Fox issued a release stating that it has tied up with several American FMCG companies. One of them Pepperidge Farm will promote the film on packages of its Flavour Blasted Goldfish and Cheddar Goldfish crackers. In addition the company will also sell Garfield-shaped crackers in Goldfish packages.
The premium bakery and snack foods company’s promotion for the film has the tag line The Official Snack of Cool Cats. This marks Pepperidge Farm’s first-ever tie-in with a motion picture. The programme encompasses an on-pack promotion, in-store point-of-sale displays, website features, and a television campaign.
The retail promotional partners include Wal-Mart, the video store chain Blockbuster. Like Stuart Little Garfield too will be mix of live action and CGI. The film will see Oscar nominee Bill Murray Lost In Translation voicing the title character. Jennifer Love Hewitt and Stephen Tobolowsky star in the film.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
