First of its kind integration of a brand’s tagline in the name of the movie Delhi: July 23, 2008: Mountain Dew, the neon drink from PepsiCo announced its partnership with the upcoming movie Mission Istaanbul- ‘Darr ke aagey Jeet hai’ produced by Balaji Motion Pictures Ltd. And Suniel Shetty’s Popcorn Motion Pictures Pvt. Ltd. Taking in-film placements to the next level; for the first time ever, a brand’s tagline has been integrated in the name of the movie.
Commenting on Mountain Dew's association, Ms. Jyotsna Gadi, Executive Vice President, Marketing – Flavours, PepsiCo India said, "Mountain Dew is a brand that exemplifies exhilaration, adrenalin and a 'can do attitude'. We are proud to announce the partnership between Mountain Dew and Mission Istaanbul- 'Darr ke aagey Jeet hai', as this is the first time a brand philosophy and its tag line have been adopted for a movie. This is a testimony of the popularity and connect the baseline has been able to achieve. And after seeing some parts of the film I truly believe that, the Film has achieved the synergy way beyond our expectations."
"In film placements and integration is still evolving in Bollywood. With Mountain Dew, we have found an ideal in-film placement that does not seem forceful considering the fact that the movie script integrates very well with what the brand Mountain Dew stands for. It is very important to know how product placement should be done in films-visible, but at the same time, blending in with the rest of the plot", said Apoorva Lakhia, Director- Mission Istaanbul 'Darr ke aagey Jeet hai'
The association is also backed by a comprehensive communication plan comprising of modern trade, television and a nationwide exciting contest that is running in eateries, restaurants & multiplexes. The participants will get a form to fill on the purchase of Mountain Dew. The lucky winners of the contest will get an opportunity to meet with the star cast and watch the premiere show with them. A specially created television commercial with shots from the movie will be seen shortly on the screens across the country. The spirit of Mountain Dew is completely encapsulated within the Film to bring alive the philosophy of 'Darr ke aagey Jeet hai'. The movie is slated for a July 25, 2008 release.
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Mrinall Kanti Dey