Brands compete for“Once Upon a Time in Mumbaai 2” association

The sequel to BalajiMotion Pictures’ 2010 hit Once Upon a Time in Mumbaai is already a subject ofheated discussion in the brands’ space. Much before it hits the floor, the filmis being flooded with association offers from brand given the huge value of thefranchise, director Milan Luthria (after ‘The Dirty Picture’) and the enormousstar cast of the sequel - Akshay Kumar, Sonakshi Sinha and Imran Khan, areamongst the most sought after.
This would also be thefirst time that almost 18 brands are vying to be part of a gangster drama lacedwith intense romance, including male-centric brands, as the film is high in itsdepiction of machismo and male-hood. While many have expressed interestfrom an in-film perspective, many have approached Balaji for pre-releasemarketing associations.
Confirms Ekta Kapoor,“We are glad with the incredible interest that brands have shown in our keenlyawaited sequel. While all our films are hot-beds for brand integrations, thelevel of excitement that OUATIM-2 has garnered is unprecedented.”
She adds, “We willstay true to the film and its storyline. Milan (Luthria) has advised us that hewill incorporate 5 or 6 brands at best therefore we will be extremely carefulin our selection. As the final draft of the script is currently being workedon, we can incorporate these brands in the narrative seamlessly.”
The film commencesproduction on August 1

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