Get a little fishy on World Aids Day

MUMBAI: In sync with the theme of its upcoming rip roaring comedy, Viacom 18 Motion Pictures’ What The Fish is planning a promotion with a twist.

The cast of the movie will come out on the streets to promote safe sex among young adults 29 November, 2013. While Dimple Kapadia, who has a prominent role in the movie, will be a part of the campaign that will be carried out Mumbai, Delhi and Bengaluru, other actors including Manjot Singh, Manu Rishi, Anand Tewari starring in the film will take the responsibility to distribute the free Kamasutra MTV Hardwear condoms.

The film is set in Delhi and revolves around the theme of many crazy things that can happen when parents take a vacation and leave behind their kids giving them an opportunity to party.

The two important characters in the film are ‘masi’ played by Dimple Kapadia and 'mishti' — the fish.

The current campaign is an extension to some of the comic elements used in the film. Keeping its quirky theme in mind, Viacom 18 Motion Pictures is trying to create enough buzz with its distinctive activities.

Viacom 18 Motion Pictures head or marketing and operations, Rudrarup Datta says that since it’s a small-budget film made in just Rs three crore, the team’s effort is promote it as creatively as it can. “We want to stand-out with the campaigns that we are planning. We want people to react with ‘what the fish’ when they come across any of our campaigns,” he says.

In one of the earlier activities, the team placed fish bowls with several fish sellers branded with the film's title, What the fish to create a buzz among the buyers who come to purchase fish. In other, they distributed fish bowls with a joint, condoms and marbles to media people. This time, the pack of the condoms has the tagline – ‘better use a condom than going what the fish’.

Viacom18 Motion Pictures has always been known for its innovative marketing campaigns and with this film they want to prove that once again. Datta says that they are spending almost two-and-a-half crore on the overall promotional activity of the film.

What The Fish is directed by Gurmmeet Singh and is slated for release on 13 December, 2013

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