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HindustanTimes Thu,18 Sep 2014

Race 2 will promote just three brands

Kavita Awaasthi, Hindustan Times  Mumbai, November 12, 2012
First Published: 13:13 IST(12/11/2012) | Last Updated: 17:54 IST(17/11/2012)

Producer Ramesh Taurani’s upcoming film, Race 2, has been in demand from the time it was announced. And since then, around 15 popular brands have approached him, looking to tie up with his project for in-film promotions. Knowing that the film features an ensemble star cast that boasts of names like John Abraham, Saif Ali Khan and Deepika Padukone, getting on this brand-wagon was imperative for the companies. But the makers of the film have now decided to choose just three brands.

Taurani says, “We wanted to use brands that could be well-utilised in the film and would not stand out. The branding should not be in-your-face. Around 12-15 brands of popular jewellery, clothing and top automobile brands had approached us. But we have chosen only three — Audi, Van Heusen and Tanishq.”

Other companies that manufacture mobile phones, shoes and watches also wanted a part of the film, but the producers decided against using them. As part of the film’s marketing campaign, the star cast will participate in a fashion show for Van Heusen. They will also be seen travelling exclusively
in Audis during the promotions.

Festive Card Play
Meanwhile, the filmmakers kick-started the marketing campaign for the movie with the launch of Race 2 posters last week. After revealing the looks of the actors in the film, Taurani then sent the entire industry special Diwali greeting in the form of various packs of playing cards. “It seemed like a good idea because everyone enjoys playing cards on Diwali,” says Taurani.

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