London, Jan 15 (IANS) At a time when filmmakers are working overtime to promote their films differently, producer Amit Chheda has tied up with the India Post to bring out special cover on the theme of his film “Road To Sangam”.
The postal department has signed an exclusive marketing deal with the film, slated to release Jan 29. The department will bring out specially designed envelopes to promote the film.

Along with that, the department will also help in the publicity of the film by putting in advertisements in various leading papers, commercials on general entertainment channels and posters at their outlets.

“When we showed the film to the postal department, they liked it as it’s a purely Indian subject and there is good use of postcards in the film. So, they decided to promote the film through envelopes, print and electronic publicity,” film producer Amit Chheda told IANS.

“When we were making the film, we had decided that we will approach the postal department for publicity. Though it was very difficult to approach them. The process took a lot of time,” he added.

“Road To Sangam”, starring Paresh Rawal and Om Puri, is set in present-day Allahabad in Uttar Pradesh and hinges on the character of Hashmatullah, a Muslim mechanic, who rebuilds an old car to carry the urn containing Gandhi-ji’s ashes to commemorate his death anniversary.

The film has been directed by debut director Amit Rai and received many awards in international film festivals.