Discovery integrates brand in YRF film ‘Jab Tak Hai Jaan’

MUMBAI: Infotainment channel Discovery Channel and Yash Raj Films have entered into a brand association for the forthcoming film ‘Jab Tak Hai Jaan’.

Releasing this Diwali on 13 November, the film will have one of its lead female characters, Akira, played by Anushka Sharma, portrayed as an employee of Discovery who wants to make a documentary on the male lead of the film - Shah Rukh Khan.

In the film, Akira’s goal is to work for Discovery. She chances upon the opportunity, in the form of Shah Rukh Khan, employed with a special unit of the forces. She goes on to convince the Discovery team to produce a documentary on him – ‘The Man Who Cannot Die’. The audience will discover the entire story of the film through Akira’s eyes.

Discovery senior VP, GM South Asia Rahul Johri said, “We are honoured to have associated with one of India’s foremost film stalwarts – the late Shri Yash Chopra.”

“This association reflects the immense popularity and credibility that Discovery Channel enjoys in India and around the world where this film will be released”.

Yash Raj Films VP Ashish Patil said, “We wanted to associate with the leading non-fiction channel and we are happy to partner with the world renowned Discovery Channel. We are certain that viewers will enjoy Anushka’s refreshing character as a Discovery Channel employee.”

Besides shooting in various locales, Sharma also shot at the Discovery’s office to make the experience as real as possible for the viewers.

In real life Discovery in the past had made ‘Living with a Superstar’, a special series that featured Shah Rukh Khan which was aired on the lifestyle channel TLC.

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