Deepika & Imran Patch Up Through Zen MobileNovember 29th, 2010 - 2:00 pm ICT by Sampurn Wire
November 29, 2010 (Showbiz PR Wire): Deepika & Imran will be seen communicating with each other through Zen Mobile in their upcoming film, Break Ke Baad.
After the success of such films as Mujhse Dosti Karoge!, Hum Tum (2004), Fanaa & Thoda Pyaar Thoda Magic, Kunal Kohli (KKPPL) now comes back with his latest offering, a fresh, vibrant romantic comedy starring Deepika & Imran. Co-produced by Reliance Big Entertainment.
To kick-start a trend-setting first time association, the young, ideas driven Excite Communications Pvt.Ltd, (parent co. of Zen Mobile has partnered with Break Ke Baad, with a ground-breaking integration in the film. Since the two lovers are separated, and on different continents, the only mode of communication is through their cellphones – which becomes the most important aspect in their relationship. The stars are seen carrying Zen Mobiles throughout the film & the brand then plays a key role in bringing them back together.
To amplify the association, Zen Mobile has also created a 30 sec TVC & Print campaign which showcases all the tender, emotional & romantic moments between Imran & Deepika while talking on the Zen Mobile. This campaign leads viewers into the core tagline, “Start A Following”.
Says Deepesh Gupta, MD, Zen Mobile, “The main aim of the integration was connecting the hottest, savviest, trendiest youth icons of today namely Imran Khan and Deepika with Zen mobile. The integration was a perfect fit as the impatient youth of today constantly need to communicate and be connected. Zen mobile wanted to connect to the youth of India in an innovative way and this was a very innovative platform to reach out to the youth and get acceptability in that segment.”
Releasing 26 November, Break Ke Baad is a youth oriented, fresh, romantic drama set in the exotic locales of Mauritius. Imran Khan will romance the beautiful Deepika Padukone in his new film, directed by first-timer Danish Aslam.
Vicky Bahri, Associate Producer of Break Ke Baad, says, “Zen Mobile was a natural fit with the theme of the film and the sequences. Due to the fact that the film inherently has a number of scenes where we see both Imran & Deepika talking to each other, it was important for us to tie up with a brand that stood out in the clutter. The reason we zeroed in on Zen Mobile was the freshness of the brand, which suited the profile of our film. Our film is Hip, Urban and Contemporary and so are the handsets we have used in the film. Our characters Abhay (Imran) and Aaliya (Deepika) seemed comfortable with a Zen Mobile in their hands.”
Produced & marketed by Reliance Big Entertainment who have notched up an impressive record having produced some of the most impactful Bollywood films such as 3 Idiots, PAA, Kites, Raavan, Well Done Abba to name a few. Says Priti Shahani, Chief Strategy and Marketing Officer, Reliance Big Entertainment, “We at Reliance Big Pictures believe in working very closely with Brands that are seamlessly woven within the script and story of our film. The association with Zen mobile is perfect with Break Ke Baad because it reaches out to the right target group in an innovative entertaining manner. We are confident the association will be beneficial to both the brand and film.”
Blue Bang Media & Entertainment, a specialist agency working in the branded entertainment & movie marketing space developed & executed the association on behalf of Excite Communications. Darshak Vyas, Branded Content, Blue Bang says, “Knowing the clutter in the handset category in the past year, we had a clear brief to create an innovation for Zen to establish its equity in the youth segment. This is a unique placement for a Mobile Phone category & acts as a perfect marriage between brand & film. The association sets a benchmark in the branded content space as path-breaking & memorable.”
Please view the Zen Mobile-Break Ke Baad co-branded Promo at the link below;
Zen Mobile was formed in November 2008. The company forayed into the telecom market to break the clutter with a vision of bringing in the best quality products and services to the value conscious customer of India.
Derived from the word “CITIZEN”, “ZEN” is a brand name that represents the company’s beliefs and takes forward its vision. Just like a responsible citizen, Zen Mobile believes that it has the responsibility of providing quality products and services to the citizens of India.
The Zen Mobile phone range has an extensive array of products which caters to various segments. The brand has been the first mover in bringing handsets with unique concepts. With a pan India presence of over 500 distributors nationally and still growing, Zen Mobile is on its way to sell 5 Lac mobile handsets by this financial year end.
–Showbiz PR Wire
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Tags: acceptability, baad, deepika padukone, first timer, gupta, hum tum, imran khan, key role, new film, parent co, perfect fit, pr wire, romantic comedy, romantic drama, romantic moments, time association, tvc, two lovers, upcoming film, youth of today