EMI Virgin India takes online route to push 'Adult' Paris Hilton video

MUMBAI: The government ban on adult-certified content on television will force the latest Paris Hilton music video Stars Are Blind to keep away from Indian television. (The Central Board of Film Certification (CBFC) has issued an A (Adult) certification for the music video, which is part of Hilton's debut album Paris).

EMI Virgin India Ltd, which released the album in Mumbai on 22 August, is now taking the web route to fight the TV ban handicap.

As part of the initiative, Stars Are Blind will be streamed on A four and a half minute censored version of the video will be available for the promotional period of two to three weeks. In India, the album's marketing campaign has been sponsored by Clinic All Clear shampoo.

Says EMI Music India marketing manager Kaveri Khullar on the strategies, "This is our opportunity to make use of the web. Viral marketing, outdoor, print and retail campaigns are also on the anvil."

Then there are plans in the pipeline to tie up with magazines like Rave and TimeOut. "The campaigns will be extended to other websites including Contests around the same will also be rolled out soon," adds Khullar.

Commenting on this association, Hindustan Lever Ltd category head ? hair care, Vipul Chawla said, "As a brand Clinic All Clear stands for shedding all inhibitions and coming closer to the opposite sex. Paris is the ultimate seduction diva who with her style and panache will really appeal to our target group. Partnering her debut album synegises with Clinic All Clear's promise of 'confidence to get close'."

It is yet to be seen whether the TV ban on the first single will affect the marketing of the album here in India. However, one must also consider the fact that the build up of 'curiosity' in itself may have a positive outcome for its promotions.

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