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Rohan Sippy: Multiple tie-ups have helped CC2C gain visibility

January 15, 2009 1:31:42 PM IST
Joginder Tuteja, Bollywood Trade News Network
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If presence of Akshay Kumar wasn't good enough ammunition for CHANDNI CHOWK TO CHINA, tie-ups with multiple brands further helped the film gain mileage amongst the audience. Whether it is billboards, television or print media, the film has managed to attract eyeballs all over, courtesy an aggressive marketing and promotion plan devised by Rohan Sippy, Warner Bros. and Mukesh Talreja, the makers of CHANDNI CHOWK TO CHINA.

"CHANDNI CHOWK TO CHINA is a fun entertaining film and we wanted to saturate as many media platforms to get the best positioning in the market. Since it caters to a family viewing, we have multiple channels available and didn't have to restrict our self to products that catered to a particular segment of audience. The film has some great action and comedy and we wanted the message to go across", says Rohan Sippy hours before his film opens to paid previews tonight.

CHECK OUT: I feel happy to have my father's name against CC2C

Elaborating on the tie ups, Rohan reveals, "We joined hands with one cola brand and quite a few other Television channels. We have unleashed ourselves all over. And of course, we have THE superstar at the heart of it all. Akshay has been making his presence felt globally and performed on the film's music as well. "

"The biggest promotional asset for any film today would be to have Akshay Kumar staring down from the posters", laughs Rohan, "Add to that elements like China and martial arts which haven't been shown in many Bollywood films till date and our task was cut out", Rohan comments.

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