Leo Entertainment launches TV commercial for movie 'Kaante'

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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