MUMBAI: Glaxo SmithKline has formed an alliance with the Deol family’s forthcoming film ‘Yamla Pagla Deewana’ for its OTC antacid brand ENO.

GSK is aiming to tap its key markets of Northern and Western India and expand its reach in the regions through this association.

The alliance has been executed by a movie marketing and branding outfit, Blue Bang Media and Entertainment, on behalf of ENO.

A co-promotional television commercial has been developed, depicting the core proposition of quick relief from acidity, integrated with scenes from the film.

Said Blue Bang branded content and creative Darshak Vyas, “Yamla Pagla Dewana, has several moments of celebration with large amounts of spicy food being consumed. This provided an ideal setting for communicating the brand’s proposition as an effective remedy for acidity which provides quick relief and thus enables you to enjoy and savor those moments of celebration.”

The TVC is being aired across news and music channels, as a build-up to the film’s release from 7 January – 16 January.

Stated GlaxoSmithKline executive vice president for marketing Shubhajit Sen, “ENO is a bubbly, energetic and lively brand. This association comes as a first for ENO and is the perfect platform for ENO to tap its key markets of Northern and Western India using an innovative medium of cross-promotion.”

Yamla Pagla Deewana stars all the three Deols – Dharmendra, Sunny and Bobby Deol. The movie is produced by Top Angle Productions and One Up Entertainment and is directed by Samir Karnik. The movie releases nationwide on 14 January.

Said Yamla Pagla Deewana director Samir Karnik, “It’s great to collaborate with Eno. The film, much like the brand is all about providing instant relief to the masses, though in the form of laughter. Thus, a great fit overall.”