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Close Up ties up with 'Kyun! Ho Gaya Na' to reach out to its audience editorial

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Download 'Kyun ho Gaya Na' WallpapersMumbai, July 19th 2004: Close up, one of India's leading toothpaste has tied-up with Boney Kapoor's forthcoming movie 'Kyun! Ho Gaya Na', a romantic comedy, to reach out to its consumers through a joint promotion. Starring Vivek Oberoi, Aishwarya Rai and Amitabh Bachchan, 'Kyun Ho Gaya Na' is releasing in August 2004. To promote the movie, Vivek and Aishwarya made a special appearance at the recently opened 'Inorbit Mall' at Malad, Mumbai and enthralled the fans with their performance.

As part or this unique promotion, Close up will not only get branding opportunities in all the movie promotions and communications, but also showcase their latest ad before the movie commences. Close up's association with the movie is very real and in line with its brand attribute of 'imparting confidence to bring people together' as is the storyline of 'Kyun! Ho Gaya Na' - a story of two individuals with contrasting ideas on marriage.

Download 'Kyun ho Gaya Na' WallpapersSpeaking on the association, Debjit Rudra, Marketing Manager, Oral Care, HLL, said, "Our tie-up with this movie provides us with a great opportunity to connect with the youth and movie audiences. The joint promotion highlights the values of the brand by bringing alive 'Kya Aap Naya Closeup Karte Hain'. For the promotion, we are jointly conducting branded TV promos, Outdoor and Retail activities. The on-air promos are integrated into the theme of the movie as well as bring out the brand proposition. We believe this association will help the brand connect in a unique and innovative manner with our consumers". He further added, "Closeup is a vibrant, youth brand and has always been innovative. We have just re-launched Closeup with the benefits of Strong, White teeth and Fresher breath. We have added "Vitamin Fluoride System" to deliver the proposition to our consumers. This is the only brand in India with "Vitamin Fluoride System".

Producer Boney Kapoor stated, "A tie up should compliment each other that is the film & the Brand. This association will result in a perfect fit for the Brand Closeup with Kyun! Ho Gaya Na. We look forward to our future tie ups also with Lintertainment & hope to achieve new grounds in merging the Film Industry & the corporate sector".

"Lintertainment has brought together a legendary and popular brand like Close-up with a mega multi-starrer like Kyun Ho Gaya Na, in the process creating a benchmark of applying a scientific approach in the business of associating brands with films. This historical step taken by Lintertainment will completely revolutionize the entertainment marketing industry," said Ashish Bhasin, Director-'MAG, Lintas India.


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