Back in the early 2000s, Neha Dhupia had famously stated that only sex and Shah Rukh Khan sell in Bollywood. Shah Rukh Khan, of course, continues to be saleable, and as far as sex goes, the makers of upcoming film Inkaar can surely vouch for its commercial power. How else would you explain a major condom brand offering the whopping amount of Rs 2 crore for an exclusive tie-up with the Arjun Rampal-Chitrangada Singh starrer?
Sudhir Mishra's next is a story based in the advertising world and deals with the bold and controversial theme of sexual harassment at work. Ever since the promo was aired, people have sat up and taken notice because of its bold content.
"So much so, that a premium condom brand approached us for a marketing tie-up, which left all of us very surprised. They feel that this would serve as an ideal marketing strategy since the film focuses on sex in the office premises. In fact, the said brand is ready to shell out R2 crore for the same," says an insider close to Viacom 18 Motion Pictures, who are making the film. But the producers are yet to take a final call on the offer.
When contacted, the film's spokesperson confirms the news, saying, "Yes, we have been approached for the marketing, however we haven't yet taken a decision on it." Interestingly, a few days ago, a couple of big advertising agencies across Mumbai - where parts of the film was shot - wrote to the makers after the trailer of Inkaar was launched saying that they don't want any branding or reference of their agencies. Mishra was planning to give both agencies a 'thank you' credit for allowing them to use their locations in the film.