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The up, close and personal effect on 'kyun Ho Gaya Na'
By Manisha Deshpande
If the Close-up advantage works towards the success of the Vivek Oberoi-Aishwarya Rai jodi in 'Kyun Ho Gaya Na', it may well usher in a series of corporate and advertising tie-ups in films.
"The close-up campaign in association with 'Kyun Ho Gaya Na' is definitely a benchmark for other probably templates in its scale and visibility. If the film does well, Hindustan Lever is considering major tie-ups with other films too," says Atit Mehta, Business Head of Mindshare Falcrum, the agency which is handling Close-Up on behalf of Hindustan Lever Limited.
Mehta points out that they have had small tie-ups with Tamil and Telugu films in the past but the tie-up with 'Close-Up' is the biggest in the history of H.L.L. so far as films are concerned. According to Mehta, it was the new Close-up image of fun and confidence that got them to tie up with the film. "Vivek and Ash are the new youth icons of the industry and they seemed to perfectly fit in to the concept of the campaign. Moreover the fact that their association is being talked about gave us the concept of 'Up close with close-Up''. We ruled out in-film advertising since we had approached the producers pretty late so the tie-up was part of the pre-release campaign," Atit recalls.
The three-pronged campaign has worked excellently so far, both for the producers of the film and Close-up in terms of the mileage and exposure derived out of it. The last phase of the campaign was event held at In-Orbit where Ash and Vivek gave a 15-minute performance, which drew a great response.
It will have to be seen whether the campaign actually translates into added box-office collections since the film is being released with a cautious number of prints at all places, with the opening response being just good. According to Nizam distributor, Ravi Machchar, the close-up tag is definitely making its prominence felt in Hyderabad where a record number of the film's posters have been put up by Close-up. "I am hoping it works for the film," he smiles. Meanwhile, Mumbai distributor, Rakesh Sippy is quite satisfied with the opening response in Mumbai and feels that the film will go a long way.