In-film advertisement and brand promotion is certainly reaching its height. So much so that now an entire tag line for a film is being borrowed verbatim from the punch line of the brand which is being promoted.
Unbelievable but true! And this is very much on-your-face in a unique tie-up which has happened between upcoming action film MISSION ISTANBUL and soft drink MOUNTAIN DEW.
Everyone has heard of the famous punch line of the drink - DARR KE AAGE JEET HAI - in countless advertisements that have been made for this drink. Now get set to hear and see a lot more of that as the promotion of MISSION ISTANBUL catches up heat. And that's because the film is called, hold your breath, MISSION ISTANBUL - DARR KE AAGE JEET HAI!
In the hindsight, it seems to be just the apt way for the film to be named like this if one goes by the action genre of the film. A non-stop high voltage entertainer directed by Apoorva Lakhia (SHOOT OUT AT LOKHANDWALA, EK AJNABEE), the man who does have the pulse for making action flicks, MISSION ISTANBUL is a multi starrer which travels continents in it's pursuit to tell a story which has an international setting.
As is the case with majority of action flicks, MISSION ISTANBUL too is a multi starrer with men like Sunil Shetty, Vivek Oberoi, Zayed Khan, Shabbir Ahluwalia and Nikitin Dhir along with Abhishek Bachchan (in a special appearance) dominating the star cast.
In fact the film's climax sequence is said to be the highlight since it required Zayed Khan put on 11 kg, weigh 75 kgs and hence look convincing enough to take on bad man Niketan Dheer, who is 6 feet 4 inches tall and weighs 86 kg.
Action in the film is scored by Javed, Ejaz and George Aguilar (from USA) who in the past has also choreographed action sequences for TA RA RUM PUM, FANAA and JO BOLE SO NIHAL.