Manisha Koirala does a 'paisa vasool' with Active Wheel

MUMBAI: Film producers these days are extracting some extra moolah from in-film publicity as products like Coca Cola, Hero Cycles, Paas Paas mouth freshener, Thums Up and Tata Safari have been spotted in movies time and again.

Taking that cue in a slightly different way is actor Manisha Koirala's production house Moving Images for her maiden production venture - Paisa Vasool. The latest television commercial (TVC) for Hindustan Lever Limited's (HLL) detergent Active Wheel plays on the film title Paisa Vasool which means money's worth with reference to the product.



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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