Press Release

Arise India and PVR Cinemas collaborate to bring the star-cast of 'Mai Tera Hero' nearer to their fans

Section :BTL Briefs, Category : Marketing

New Delhi: March 27, 2014

Arise India Ltd, the industry leader in electrical goods, along with PVR Cinemas welcomes the cast and crew of forthcoming Bollywood Rom-Com 'Mai Tera Hero'. In a much-awaited event at the Select Citywalk Mall in Saket, the cast and crew of the movie including Varun Dhawan, Illeana D' Cruz & Nargis Fakhri along with the director Ekta Kapoor are scheduled to interact with their fans and promote their movie.

The association of Arise India with Balaji Telefilms for 'Mai Tera Hero' follows the footsteps of an earlier hugely successful association which Arise India had with the production house for 'Once Upon a Time in Mumbai Doobara'. The association is a part of an extensive brand promotion strategy of Arise India where it intends to reach out to the audience by increasing its brand visibility. For strategic cinema associations, Arise India has earmarked a budget of Rs. 60 crores which is aimed to create a positive imagery by going all out with its media visibility program.

Apart from the association with 'Mai Tera Hero', Arise India has also initiated the 'Arise Mai Tera Hero' contest which will let lucky winners get a once-in-a-lifetime opportunity to meet their favourite stars Varun Dhawan, Illeana D' Cruz & Nargis Fakhri. The contest already on-air through radio promotions, online activations, co-branded TVC's, BTL promotions and in-mall activations will require consumers to buy Arise India products by April 1st, 2014 to get a chance to win their exclusive date with the stars.

Mr. Avinash Jain, Managing Director of Arise India Ltd said, "Balaji Telefilms today creates some of the most heart-touching movies in Bollywood, and our association with them is based on the massive love and affection that they get from the audience. Our current association follows the earlier immensely successful association with 'Once Upon A Time in Mumbai Doobara', where we were able to create a positive vibe for the movie and our brand through a winning co-branded initiative. We seek to repeat the same endeavour with the current association and enable consumers to meet their favourite stars through the contest."

He added, "Via this association we also seek to increase our brand visibility as Bollywood having a huge consumer connect will help us in creating that important bond with them. We have earmarked substantial marketing spends for movie promotions, and seek to nurture this relationship with Balaji Telefilms for mutual success in the future as well."

For further information, please contact:

Akhilee Matta
Mobile: +919958252337