Forget coffee, how about some ‘chai pani’ at Barista?

The retail major has tied-up with film production company Duniya Vision to promote the music of the film Chai Pani etc

Movie marketing and promotions seem to be getting jazzier by the day. In an exclusive agreement, retail major Barista will promote the music of the soon-to-be-released film 'Chai Pani etc'.

The film stars Konkona Sen Sharma and CHannel veejay Gaurav Kapur. Produced by Duniya Vision, the movie has been written and directed by Manu Rewal.

Barista has the exclusive music launch rights of the film. And to promote it, the retail major will sell audio CDs of 'Chai Pani etc' at a nominal price at 50 outlets across Mumbai, Delhi, Kolkata, Bangalore, Pune, Chennai, Hyderabad, Chandigarh and Baroda.

The tie-up for Barista is in line with its strategy of connecting with the youth, says Brotin Banerjee, chief operating officer of the company. “We believe that music, art and theatre are central to the Barista experience. And this promotion with Duniya Vision corroborates our views,” he says.

The movie, says Manu Rewal, is a comedy with Konkona Sen Sharma in a double role. “Its target audience, predictably, are the youth, which is why we have done the alliance with Barista,” he adds.

The movie will release on March 11, 2005.

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