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Leo
Entertainment, the film marketing division of Leo Burnett
India, today unleashed its first major joint TV commercial
for Kaante, Sanjay Gupta's upcoming action thriller,
and Thums Up, the official brand associated with the movie.
Initiated by Leo Entertainment a few months back, this
multi-million marriage between a movie and a brand is marks
the first milestone of what is a new mantra of movie marketing,
a company release says.
The 20-second TVC gives you a taste of the purely male essence
of both the movie (starring action heroes Amitabh Bachchan,
Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Mahesh Manjerkar
and Lucky Ali) and the drink - targeted at adult adventurous
males. It ends with the line "Are you ready for the thunder?",
which embodies the Thums Up motto and acts as a builds-up
for the launch of Kaante in July.
"After we won the marketing business for Kaante, I
read the script pondering over possible brand associations
for the movie, and Thums Up was the first thing on my mind,"
says Sanjay Bhutiani, head of Leo Entertainment. "To me, this
is the perfect synergy between brand, story and characters.
Both clients are extremely happy with the way the association
is going and for us, this is the first milestone we are putting
in the history of movie marketing. We have many more plans
on how to market Kaante - watch this space."
Adds Sanjay Gupta, Director and Producer of Kaante: "We have
a lot of confidence in the Leo Entertainment team. We work
great together. We have also entrusted them with Plan, our
next project."
Apart from having orchestrated this deal, Leo Entertainment
is handling a huge advertising platform for Kaante
and Thums Up - on-ground promotions, contests, the works.
Leo Entertainment, set up a year ago as a division of Leo
Burnett India to provide marketing communication solutions
to the entertainment world in India, is the only ad agency
to work in the Hindi film industry. They also plan to get
into marketing of music albums, celebrity management and endorsement,
in the near future.
To be released in July, Kaante, a Sanjay Gupta film
(White Feather Productions), is a thriller, featuring six
Bollywood mega-stars, working together for the first time
(Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar Gaurav,
Mahesh Manjerkar and Lucky Ali). Shot in Los Angeles by an
entirely American crew, Kaante is the first truly international
film from India. A story of six men determined to commit the
perfect bank robbery, the movie is more daring and provocative
than anything Indian spectators have seen before. The agency
is developing the in-film branding. The brand which will be
marketed through the movie is Thums Up.
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