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UTV connects with Indian culture to promote Delhi-6

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | February 20, 2009
UTV promotes the newly released film, Delhi-6, through caravans, fairs depicting Chandni Chowk and through several brand tie ups

If AR Rahman's music hasn't already perked up your interest in the film, UTV has launched an array of on ground promotional activities for Delhi-6 to strike the right chord with its audience. The entire promotional campaign is an extension of the film, which hits the screens today.

The on-ground initiative was flagged off on 13 February in Mumbai, with the entire cast and crew waving off the Delhi-6 Caravan. The caravan is a mobile van designed with the film's posters and displays, which drove through the streets of Mumbai, interacting with the crowd, playing contests, giving away free merchandise while on its way to Delhi to meet the star cast in Delhi on 19 February for its première at PVR Priya.

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The film, directed by Rakeysh Omprakash Mehra and produced by UTV, is based in Chandni Chowk in Delhi, with the film's title being derived from the area's postal code, Delhi-6. The film started engaging its audience when its audio CDs were rolled out with a mirror attached to the covers. The idea was for the consumers to look inwards as the movie, starring Abhishek Bachchan and Sonam Kapoor, is about the protagonist's journey of self-discovery.

Shikha Kapur, vice-president, marketing, UTV, tells afaqs!, "The film is about Indian culture and therefore, the promotions of the movie are all designed with a traditional Indian touch. As the film is a journey to discover the country, the film promotions are a celebration of the spirit of India."

Another surprise awaits for those attending the première, where a Delhi-6 Mela (fair) has been organised at the theatre complex. It is not just an ordinary mela but the complex has been decorated to recreate the essence of old Delhi.

Kapur explains, "We have attempted to recreate the spirit of Chandni Chowk to give out a gist of the place. The activity will capture the vibrancy of Chandni Chowk, with an identical set-up complete with jalebi-walas, parantha-walas, bangle-walas and others. The première will start with the mela getting into action first, after which the movie will be screened."

The mela, after its initiation in Delhi, will be taken to other cities as well.

Besides, the star cast of the movie will travel to six different cities - Delhi, Chandigarh, Jaipur, Bengaluru, Mumbai and Hyderabad - within a span of 24 hours to promote the movie. The movie has also tied up with several brands such as McDonald's, Citibank, Dawaat, Motorola and Kingfisher for promotional activities.

All these brands will promote the film at their outlets, while a special co-branded card has been created in conjunction with Citibank. Also, as far as in-film placement is concerned, Motorola, promoted by Bachchan, is the only brand that finds a place in the film.

All the on-ground promotional initiatives have been executed by Wizcraft International Entertainment, while the activities are being promoted through radio, print as well as the film's advertising communications.

The movie releases today on nearly 1,200 screens in India and more than 220 screens overseas.

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