Mumbai: Warner Bros has partnered with Cadbury Bournville, the dark chocolate brand from Cadbury, for the release of its soon-to-be released Hollywood movie 'The Dark Knight Rises' (TDKR).

Cadbury Bournville will pull out all stops for the cinema release through an integrated marketing campaign. According to the company, the association will delight the Indian youth who await the release of the movie on 20 July, and for whom the love for the 'Dark' will come together with this union.

The Cadbury Bournville - TDKR integration comes to life with special brand packaging, in-store branding, on-ground activities, and television and cinema campaigns. The campaign has been designed and created to ensure engagement across all touch points to reach out to fans of the movie franchise as well as Bournville loyalists.

Additionally, there is a Bournville's digital campaign especially created for the TDKR association. The digital campaign has been brought to life with an online contest that aims to add to the wave of anticipation and excitement with the legion of movie buffs and dark chocolate fans.

Cadbury India director - snacking and strategy Chandramouli Venkatesan said, "As the fans await the movie of the year to be released in India, we plan to take the 'The Dark Knight Rises' release to greater heights and even greater excitement among Bournville consumers. The movie characterises strong feeling of emotions among youth, something that Bournville lovers are known for. The Bournville brand fit with the Dark Knight franchise cannot be any better than this. It's like the Dark Knight really has a "Dark" companion in India."

The Dark Knight has taken centre stage on Cadbury Bournville's Facebook page, with contests and gave 100 "lucky" fans prizes.

The digital campaign also features a 30-second commercial viewed on Cadbury Bournville's official YouTube channel. The video is interactive in nature as daily trivia around the Batman franchise will be posted on it with prizes for winners. Those with the right answers will win passes to the pre-screenings of TDKR which will be organised in cities of Delhi, Mumbai, Bangalore, Kolkata and Chennai.

Promoting Cadbury Bournville-TDKR association, a 30-second TVC will be rolled out in the second week of July. It will be aired on television channels and cinema theaters.

The TDKR packs of Bournville will run an online contest for customers where one lucky winner will stand a chance to win a free trip for two to Warner Bros. Movie World in Australia. The contest will be available on all packs of Bournville - Rich Cocoa, Hazelnut, Almond, Raisin and Nut.

The association will be promoted in-stores through heavy trade activations in traditional and modern trade throughout the month of July. The campaign will continue to be driven through direct marketing and promotional activity.