MUMBAI: The trend of co-promotions and in-film advertisements is increasing, following the box office collections of films like Golmaal Returns and Fashion. The latest in the line is Dharma Productions' Dostana which will hit the theatre this Friday, 14 November.

Mates, Madison's film promotion and entertainment division, has got brands like Verve, Maybelline, Pantaloons, and Bookmyshow.com to associate with Dostana.

The brands are integrated keeping the storyline in mind. Priyanka Chopra aka Neha's Miami inspired look in the film carved the opportunity for a cosmetic brand.

Madison Mates CEO Darshana Bhalla said, "With Maybelline and Verve we wanted to be different and go beyond the ordinary and elevate the association to a much larger experience for the consumers."

Along with launching the Dostana kit, Maybelline also launched a TV campaign. This was a co-promotion wherein 'behind the scenes' footage was used for a TV commercial. Maybelline also used experiential marketing where customers were invited to experience Neha's Dostana look.

Pantaloons has decided to launch ‘the Dostana collection’, a range of apparel inspired from the movie. This collection is available across 41 Pantaloon outlets.

The web portal Bookmyshow.com has decided to let audience book tickets much in advance. This got carried on television as co-promotional spots and crafted a route for the early bookings of the film.

Mates is claiming to start strategising for the upcoming films such as Yuvvraaj, Ghajini, Rab Ne Bana Di Jodi, Alladin, and Billo Barber.