Deepika & Imran patch up through Zen Mobile
Friday, November 26, 2010 7:17:20 PM (IST)
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Bollywood Trade Editorial
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IMRAN KHAN AND DEEPIKA PADUKONE
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Deepika Padukone and Imran Khan are seen communicating with each other through Zen Mobile in their upcoming film, BREAK KE BAAD.
After the success of such films as MUJHSE DOSTI KAROGE!, HUM TUM (2004), FANAA & THODA PYAAR THODA MAGIC, Kunal Kohli (KKPPL) now comes back with his latest offering, a fresh, vibrant romantic comedy starring Deepika & Imran. It's co-produced by Reliance Big Entertainment.
To kickstart a trend-setting first time association, the young, ideas driven Excite Communications Pvt.Ltd, (parent co. of Zen Mobile has partnered with BREAK KE BAAD, with a ground-breaking integration in the film. Since the two lovers are separated, and on different continents, the only mode of communication is through their cellphones – which becomes the most important aspect in their relationship. The stars are seen carrying Zen Mobiles throughout the film & the brand then plays a key role in bringing them back together.
To amplify the association, Zen Mobile has also created a 30 sec TVC & Print campaign which showcases all the tender, emotional & romantic moments between Imran & Deepika while talking on the Zen Mobile. This campaign leads viewers into the core tagline, 'Start A Following'.
Says Deepesh Gupta, MD, Zen Mobile, 'The main aim of the integration was connecting the hottest, savviest, trendiest youth icons of today namely Imran Khan and Deepika with Zen mobile. The integration was a perfect fit as the impatient youth of today constantly need to communicate and be connected. Zen mobile wanted to connect to the youth of India in an innovative way and this was a very innovative platform to reach out to the youth and get acceptability in that segment.'
BREAK KE BAAD is a youth oriented, fresh, romantic drama set in the exotic locales of Mauritius. Imran Khan will romance the beautiful Deepika Padukone in his new film, directed by first-timer Danish Aslam.
Vicky Bahri, Associate Producer of BREAK KE BAAD, says, 'Zen Mobile was a natural fit with the theme of the film and the sequences. Due to the fact that the film inherently has a number of scenes where we see both Imran & Deepika talking to each other, it was important for us to tie up with a brand that stood out in the clutter. The reason we zeroed in on Zen Mobile was the freshness of the brand, which suited the profile of our film. Our film is hip, urban and contemporary and so are the handsets we have used in the film. Our characters Abhay (Imran) and Aaliya (Deepika) seemed comfortable with a Zen Mobile in their hands.'
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Tags : Deepika Padukone, Imran Khan, Zen Mobile, MUJHSE DOSTI KAROGE!, HUM TUM (2004), FANAA, THODA PYAAR THODA MAGIC, Kunal Kohli, BREAK KE BAAD, Reliance Big Entertainment, Excite Communications Pvt.Ltd, Deepesh Gupta, Danish Aslam, Vicky Bahri
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