Yash Raj FIlms and Colors ink a 'first-of-its-kind' integrated television rights and marketing deal for Lafangey Parindey

Media News

Mumbai, August 26 2010

Yash Raj Films & Colors have come together to form a strategic partnership for the latest release Lafangey Parindey. The deal, which includes Colors acquiring the television rights for the film – the first time a Yash Raj film will air on Colors, also involves a pioneering integration of the channel's extremely popular show India's Got Talent (IGT) in the film. As part of the unique branding initiative, IGT is integral to the film's script where the protagonists (Neil Nitin Mukesh & Deepika Padukone ) are seen participating in the show. As a part of the publicity of the film, the release of which is timed with the latest season of IGT Khoj 2, Deepika and Neil also make multiple appearances on the show on Colors.

With this partnership, Colors & YRF have set new benchmarks in the ever-increasing association of Bollywood and Television. By acquiring the television rights to the film, Colors has added yet another gem to its enviable collection of Bollywood blockbusters releasing in 2010-2011.

Speaking about the association, Gaurav Gandhi, Group CCO –Viacom 18 Group and Head International Business, said, "Colors has always been a trend-setter in bridging the gap between the two screens with its impressive bank of latest blockbusters. With this YRF association we have taken a step further in bringing together properties which share a common theme - of identifying and encouraging the real Indian talent"

Akshaye Widhani, Vice President – Yash Raj Films said "Lafangey Parindey, our recent release, will soon be showcased on Colors. We are extremely happy to have entered this unique association, involving a marketing in-film integration and the film's consequent acquisition of its television rights, with one of the leading channels in the country."

Lafangey Parindey is yet another high profile film to be showcased on Colors after a number of hit films that have been premiered by the channel over the course of last two years.

For further information, please contact:

Colors

Sonia Huria

Mobile: +919892447777

Email: Sonia.huria@viacom18.com