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Zee Cinema, Indiatimes team up for 'Sholay' promo

MUMBAI: Zee Cinema has tied up with Indiatimes' 8888 for a contest around the Amitabh Bachchan classic Sholay. This will air on 27 September at 9 pm. Three words sent to 8888 will inform the user of the contests as well as the time of telecast.

In addition it will also allow someone to download the classic tunes of the film right from Yeh dosti to Mehbooba.

Play Sholay will test the users' knowledge on Sholay with trivia questions, SHOLAY is a contest which will be active during the worldwide release of the movie and SHO is for the download of the ring tones. Up for grabs is a motorcycle with a sidecar, similar to the one which Veeru (Dharmendra) and Jai (Bachchan) rode in the movie.

8888 business head TN Prabhu said, "8888 is one of the most popular mediums on Indiatimes. We have been constantly enhancing our activities and bringing new concepts to make using a simple cell phone an experience and everyone is aware of the Sholay experience. In the past few days, the contest has seen almost 2000 of participants."

Zee Cinema business head Yogesh Radhakrishnan added, "Sholay is coming on satellite television after five years. Therefore we decided to give an edge to the campaign using contests and services available with 8888."

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