Hindustan Motors (HM) through film branding initiative launched Kyun! Ho Gaya Na? (KHGNO) Lancer contest at popular cinema halls across the country. The movie made a public appearance on the big screen on 14 August.

The in-film promotion route to promote Lancer, according to CK Birla Group, general manager, Corporate Communications Soni Shrivastav, "From time to time, we have been undertaking several initiatives to highlight Lancer's world-acclaimed rally status in the country. Earlier this year, to celebrate 10 years of Lancer victories across various rally circuits, we had brought 4 times World Rally Championship Lancer Evo VI to the country. This is the first time we are using the in-film branding route for any of our products. Male lead, Vivek Oberoi is playing a rally driver in the movie and since, Lancer worldwide is a well acclaimed rally car, we felt it was a great opportunity to highlight the car's virtues to our Indian audience."

HM ran a contest at popular cineplexes across the key markets; New Delhi, Mumbai and Banglore on the day the movie released. The contest will be introduced subsequently to other centres such as Pune, Chandigarh and Kolkata.

The company has chalked out on ground promotion plan, including a contest to back Lancer's presence in the film. As the company release states, a contest form would be given to the car owners when they enter the parking lot of the cineplex to watch KHGN.

The participants would be requested to fill the contest form and deposit it at Lancer counter or drop box at the cinema lobby or snack bar before the movie begins. The names of lucky winners, who answer the questions correctly, would be announced during the intermission who will win some attractive prizes.