Shah Rukh and Rajnikant go to school

MUMBAI: Out-of-the-box thinking for marketing wizards is de rigueur. But this is one tie-up that is the cherry on the cake. One is not going to be judgemental about it but just salute the clever marketing.

Leading publishers and manufacturers of educational books, Navneet Publications in a unique tie-up collaborated with the South blockbuster Sivaji-the boss. They introduced a new range of long books with exclusive pictures of the film on the covers, a free music CD of the film, a Rajnikant poster and an enclosed secret code which can be used to download a wallpaper of Sivaji onto a cellphone. The value pack is priced at Rs 108.

Brand executive Omkar of Navneet Publications says, "We launched the Sivaji series in last week in Cochin to especially capture the market in the South. The response we have got for this has been very encouraging."

They have also tied up with Om Shanti Om and school kids will have a Shah Rukh smiling at them from long books, A4 size books and regular size books. This series will feature exclusive pictures of Shah Rukh Khan from the film ‘Om Shanti Om‘ on the cover of the books, together with other exclusive stills from the film.

The books will also have information on the right methods to exercise and general fitness tips. This is especially done in keeping with the new look of the film‘s lead actor - Shah Rukh Khan.

Talking about the tie-up with Red Chillies Navneet Publications VP-Stationery Division Shailendra Gala said," This is the first time that we have tied up with a Bollywood movie and I am sure that this new range of long books will be as popular as the star of the film! The theme of the film spans over generations and there was an immediate connect with Navneet - our rich legacy over 50 years. We are trying to increase students‘ enthusiasm by launching a range that encompasses the thrill of cinema."

All the books are made from renewable plantation wood - without cutting of rainforests.

It has been reported that parents and teachers down South are not very happy with these books as they feel that it distracts children.

But this is one book whose cover we are not going to judge.

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