| NEW
DELHI: In a unique combination of two distinctly different fields, ESPN Star Sports
network channels will run promos for the movie ‘Love Aaj Kal’ during
the forthcoming ICC World Twenty20 which will be televised live on Star Cricket.
Asked what
is common between the film and cricket, Dinesh Vijan, producer for Illuminati
Films which has produced the film in association with Eros International, told
indiantelevision.com that ‘Love Aaj Kal' tells a tale of two loves - Love
Aaj - where the game of love is played quick and easy like an exciting T20 Cricket
match - and Love Kal - which is the more steady and pure form like a game of classic
cricket. ESPN
and Illuminati Films have entered into a promotional tie up for this purpose.
Says ESPN Software India Sr. Director – Marketing Nirmal Dayani, "India
being the incumbent champions and given the positive streak team India has been
on, our strategy to promote the event has been to capitalise on this sentiment
of confidence. The tie-up with Love Aaj Kal carries forward the sentiment through
a Bollywood connect. The film and the stars reflect the same positivity and passion.
We are also delighted to mention that both the stars will be present for one of
the matches and will feature in various programming opportunities around the telecast
of the tournament.” The
promo shows Saif Ali Khan and Deepika together. The two will also be seen in the
commentator’s box during the World Cup, interacting with Harsha Bhogle and
cheering the Indian team. Vijan
added: "The tie up between ESPN and Illuminati films came naturally as both
T20 Cricket and Love Aaj Kal speak the language of today’s generation. The
story of change from traditional cricket to T20 is similar to the way love has
evolved today so there is a strong association for both the parties and we are
both looking forward to it." | 
