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| A still from the movie 'Paisa Vasool' starring
Manisha Koirala and Sushmita Sen |
Advertising agency Lowe India which handles the HLL accounts has made
the TVC for Active Wheel and features Koirala in it. Moving Images
approached Lowe's in-house film tie-up section Lintertainment for
this promotional exercise. Lowe then took the idea to the client (HLL)
who was all for it.
Lowe India brand services manager Sudhendra Sharma said, "This
ad for Active Wheel is a clutter breaking ad. Manisha Koirala is not
endorsing the product; it's just a tie-up between her production house
and us."
The ad has a couple talking about Active Wheel being totally 'paisa
vasool' (money's worth) in a shopping mall. Koirala who is in the
same mall overhears their conversation and thinks they are talking
about her movie which is titled Paisa Vasool. The couple
wonders who has made 'paisa vasool.' Koirala approaches them thinking
they are talking about her movie and tells them that she had made
it. The woman in the ad tells her that they were not talking about
the movie but about Active Wheel being 'paisa vasool.' The man tries
to cover up and tells Koirala that he was talking about her movie
Paisa Vasool. Koirala then says that whether it is the detergent
or the movie both are 'paisa vasool'!
Sharma said, "Although Manisha is not endorsing the product,
this ad will surely have a brand recall."
Apart from Koirala, Paisa Vasool stars Sushmita Sen and
Makrand Deshpande and is directed by Srinivas. The movie is due
to release on 9 January. While unique promotions, such as this one,
are being initiated by the producers, it remains to be seen whether
the movie does earth-shattering business at the box office when
it releases this Friday.
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