BANGALORE: Airtel has announced a unique association with the yet-to-be released Kannada movie Accident.

According to this deal, Airtel will be providing exclusive content from the film to its customers in Karnataka in the form of ringtones, hello tunes, wallpapers, etc.

Since the story of the conventional masala flick revolves around a hero who has lost his wife in an accident, the Bangalore city traffic police (BCTP) has requested its actor-director Ramesh Arvind to be the city traffic police brand ambassador.

The BCTP will soon be launching a traffic awareness campaign for which some ad agencies have already pitched. In an effort to create awareness and help promote safe driving, the BCTP spends around Rs 10 million of its own funds, plus attracts a lot of sponsors.

The promotion partners are Zee Kannada and Radio Mirchi. While Zee Kannada will be promoting the film on television, Radio Mirchi will be doing it on FM radio.

The audio album of the movie Accident will be released soon by Anand Audio, before the April 2008 release of the film.

Airtel has around 6.5 million subscribers in Karnataka as per the last reported figures, and Bharati Airtel Karnataka mobile services CEO V Venkatesh claims that the number is now around 7 million, the largest by a single service provider in any state in India.