(2 February 2010 7:50 pm)

MUMBAI: Essel Group’s direct-to-home (DTH) company Dish TV has announced a strategic marketing alliance with Fox Star Studios for the co-promotion of its forthcoming movie My Name is Khan.

Dish TV has created a 30-second TVC to promote the movie and it will spend around Rs 40 million for a pan-India marketing campaign.

Dish TV’s brand ambassador Shah Rukh Khan is the lead actor of the movie, while Kajol is making a come back with the movie after Fanaa.

Apart from the new TVC with Khan, the DTH company will also run a contest, wherein the participants will get a chance to meet Shah Rukh Khan at his home - Mannat.

The TVC captures the warm and affectionate moments in the movie and is in line with the new brand identity of Dish TV- ‘Ghar Aayi Zindagi.’ Dish TV will also run a month-long 360 degree integrated marketing campaign across all India to co-promote the brand and the movie.

Says Dish TV COO Salil Kapoor, “It’s exciting to be associated with Fox Star Studios for My Name is Khan. Khan is Dish TV’s brand ambassador and we are delighted to promote the movie My Name is Khan as it has a beautiful synergy with our brand positioning Ghar Aayi Zindagi. Dish TV will run a marketing campaign for which the company will spend around Rs 40 million.”

As a part of the deal, Dish TV will also showcase exclusive interviews with director Karan Johar, and Khan as well as videos of behind-the-scenes of the film. Dish TV will also have rights to telecast interviews with Johar, Khan and Kajol on its DTH platform.

Adds Fox Star Studios India head marketing distribution and syndication Vivek Krishnani, “My Name is Khan is a film that will appeal to people of all age groups. Our promotional partnership with Dish TV will help us widen the reach of the film to a pan-Indian audience. My Name is Khan has an incredible buzz on-ground and we are going all out to give it the best possible release, we are glad to be associated with like-minded partners like Dish TV and are thrilled with their support to co-promote the film.”

My Name is Khan is story of an unconventional hero, who embarks on a journey across America to win back the love of his life. Along the way, his personality touches the lives of many and inspires a nation. The movie releases in theatres across the country on 12 February.