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Balaji's 'Half Girlfriend' high on brand associations

MUMBAI: Chetan Bhagat’s novel cinematic adaptation of ‘Half Girlfriend’, directed by Mohit Suri, is all set to hit the big screens this Friday.

The film has attracted some of the biggest brands to associate with them from all around the world. Each brand has found a connect with the film, something they can associate with, and in turn brought their own uniqueness to the table adding further value to the film and the brand itself. Right from the juncture of pre-production, the marketing force of Balaji Motion Pictures have very well identified the potential brands that carry forward the theme of the film that have lead to these associations.

One of their integral brand associations also include the National Basketball Association (NBA), which is the major professional basketball league in North America, and is widely considered to be the premier men's professional basketball league in the world. Special coaches were flown down from US to train the actors in their basketball skills. Some other brand associations include Close Up, HeroCorp, Make My Trip, Facebook, UC News, Uber and PVR to name a few.

“‘Half Girlfriend’ follows the journey of the protagonists from Delhi to India's heartland and finally culminates in New York. There are different brand stories that unfold organically and each one co-exists beautifully. The film manages to cut across demographics seamlessly which is why the associations are a balance between 'the aspirational' and 'the relatable'. For some key brands this is their first cinematic outing and we're thrilled that they chose to integrate with Half Girlfriend", says Ruchika Kapoor, Executive Vice President, Balaji Motion Pictures Ltd.

The brands have either been woven into the film’s script, or facilitated the shoot or are currently carrying campaigns on-air and on-ground to promote the film.

Produced by Balaji Motion Pictures, Mohit Suri and Chetan Bhagat, ‘Half Girlfriend’ is a cinematic adaptation of Chetan Bhagat’s novel of the same name. Directed by Mohit Suri, the film is slated to release on 19 May, 2017.

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