Camlin, Parle use Creative Eye film to push products

MUMBAI: Creative Eye's mega venture for the year, the 3D kiddie flick Aabra Ka Dabra, has entered into a corporate tie up with Camlin and Parle Products.


Both companies will be promoting their respective products Magix Biscuits and Camlin Exam Pencils through in script placement, ideated by the Mindshare division, Broadmind. Both companies have set aside an estimated Rs 20 million for a publicity boost to the film, during the promotions of which both will push their own products.

Both will be using their ties with schools across the country to push the film in innovative ways, says Creative Eye managing director Dheeraj Kumar. A Camlin contest, that is also part of the storyline, gets underway from 1 April. Apart from promotions on Cartoon Network and National Geographic, Parle will also create 'Magical Corners' in 30 theatres across the country which will have magicians handing out special glasses to view 3 D photographs with, while Parle's test samples will also do the rounds in theatres.

AKD, produced using indigenously developed 3D Plus technology, will also have specially developed branded merchandise helping push its cause. Creative Eye has tied up with Popular Prakashan for the making of a 20 minute 3D book which will also have an embedded two minute sound chip. For the other merchandise that includes toy characters from the movie, the company has hitched up with Ultra Video, which is the sole authorised concessionaire for Hallmark in India. Both the book and the toys, which will be sold through Hallmark outlets in the country, are expected to increase the recall value of the film both with viewers and potential viewers, avers Kumar. A total of 60 products are slated for release just before the launch of the film.

Aabra Ka Daabra, a film with universal appeal, has been shot at a five month stretch that culminated late last year. Set to a budget of nearly Rs 90 million, the special effects will eat into nearly Rs 25 to Rs 30 million, say the producers.

The success of Aabra Ka Daabra is expected to propel Creative Eye's designs into the making of 3D Plus software for television, believes Kumar. The company has till date had successful runs of mythologicals like Shree Ganesh, Om Namah Shivay and Om Namo Naarayan and socials like Ghar Sansar on Doordarshan.

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