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New Delhi:
Innovative marketing has become an integral part of film
promotions nowadays and UTV Motion Pictures carries forward the
trend by roping in B-school students to design marketing campaign
for its upcoming film "Barfi!"
"The idea behind roping in the students from top B-schools was to
attract young audience. The film is targetted towards youth and
what better way than to have young minds to create the marketing
campaign. It is exciting to get young minds and their unique
thinking together," Shikha Kapur, senior vice president,
marketing, UTV Motion Pictures, told IANS.
UTV launched a nation-wide hunt to get students from key business
schools.
"A lot of brainstorming went into the whole thing. We received
entries from 35 colleges and we shortlisted 20. It was further
brought down to six, and of them two have been chosen as winners.
During the quest, we have come across some very creative minds,"
Kapur said.
Students from Mudra Institute of Communications,
Ahmedabad, were the winners and IIT Delhi students were the first
runner-up.
Directed by Anurag Basu, the film starring Ranbir Kapoor as
deaf-mute boy and Priyanka Chopra as an autistic girl will release
July 13.
There is a popular belief that "Barfi" is slow paced and full of
melodrama which might be heavy on audience. But Ranbir dispels the
notion describing it as a fun, family film and as a romantic
thriller.
"It's about two dysfunctional people who bond together in the
nicest of relationship, one that is sweet, touching and
heart-warming," said the actor.
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