MUMBAI: Samsung India has tied up with Warner Brothers for a worldwide campaign around the two sequels to the blockbuster hit Matrix.

The electronics major will launch a series of contests and promotions and a whole lot of road shows that will cash in on the Matrix name beginning this May. The first sequel, titled Matrix Reloaded is scheduled for a worldwide release in May and is slated to be premiered at the IIFA awards weekend in Johannesburg, South Africa in the third week of May. "The Matrix concept fits in very well with Samsung's brand image of evolving technology", Samsung India director Ravinder Zutshi told indiantelevision.com on the sidelines of an IIFA media conference last weekend.

Samsung is part sponsor of the IIFA awards, the fourth edition of which is to held in S Africa next month. Matrix Reloaded will hit cinemas in India by June, a month before which Samsung will have road shows, merchandise, Net contests and several other promotions in major metros in India. Samsung products are also woven into both sequels, although subtly, says Zutshi.

Matrix Revolutions, the second sequel, is expected to be released by November 2003, and will appear in Indian cinemas within a month thence. Six weeks prior to the India release, a host of promotions will be launched in the country, Zutshi says.