Close-Up, one of India's leading toothpaste brands, has tied-up with Boney Kapoor's forthcoming movie Kyon! Ho Gaya Na, a romantic comedy set for release in August.
As part of this promotion, Close-Up will not only get branding opportunities in all the movie promotions and communications, but also showcase its latest ad before the movie commences.
Speaking on the association, Debjit Rudra, marketing manager, HLL's oral care group, said, "Our tie-up with this movie provides us with a great opportunity to connect with the youth and movie audiences. The joint promotion highlights the values of the brand by bringing alive Kya aap naya Close-Up karte hain. For the promotion, we are jointly conducting branded TV promos, outdoor and retail activities. The on-air promos are integrated into the theme of the movie as well as bring out the brand proposition. We believe this association will help the brand connect in a unique and innovative manner with our consumers".
Producer Boney Kapoor stated, "A tie-up should complement each other, that is the film and the brand. This association will result in a perfect fit for the brand Close-Up with Kyon! Ho Gaya Na. We look forward to our future tie-ups with Lintertainment and hope to achieve new grounds in merging the film industry and the corporate sector"
Th tie-up has been facilitated by Lintertainment, a division of leading advertising agency Lintas India.