YRF's two-way integration with Colors for latest flick

Lafangey Parindey, the latest offering from the Yash Raj banner has done an integration deal with general entertainment channel Colors. Under the deal Deepika Padukone, the lead actress in the film will be shown participating in Colors' popular reality show India's Got Talent .

In Lafangey Parindey Padukone plays a character called Pinky Palkar, a blind girl who is a fabulous dancer on skates.

As part of this two-way integration, Neil Nitin Mukesh, the lead actor of the film will make an appearance with Padukone in an episode of India’s Got Talent on Colors. This is a case of cross-media promotion as the film's starcast will promote the show on celluloid while the show will in return promote the film on TV. “Our association with Colors for Lafangey Parindey is a unique integration based on the central theme of encouraging talent which is common to both the film and the show. Both the lead characters in the film come together with their individual aspirations to conquer the world.

And what better platform than India’s Got Talent which reflects the spirit of the movie and where anyone can rise to fame if he or she has a special gift and the will to achieve”, said, Rafiq Gangjee, vice president - marketing & communications, Yash Raj Films.

Gaurav Gandhi, chief commercial officer & head - International Business, Viacom18 said, “We are confident that our viewers will enjoy this celebration of talent on COLORS as well as on the big screen when the film releases in August.”

This is not the first instance of two-way integration in movies as in the film Delhi 6 , the lead actress Sonam Kapoor was seen participating in Indian Idol, a popular reality show on Sony Entertainment Television. The actress had then come to promote the film in one of the episodes of the show in its last season.

(Business-Standard)