EMI - What an What an IDEA
In a unique partnership with Popcorn Motion Pictures Pvt. Ltd. and Balaji Motion Pictures Ltd, IDEA Cellular, a leading telecom service provider in the country announced a truly differentiated in-film integration with the movie EMI. The partnership enables IDEA to go a step beyond adding value to the ultimate mobile experience.
The in-film integration is designed in the form of the IDEA ring tone and the present popular communication tagline – ‘What an !dea Sirji’, being incorporated in specific dialogues of the movie where the tagline seamlessly synchronizes into the storyline, centered around the key characters Sattar Bhai ( Sanjay Dutt) and Decent ( Manoj Joshi). The IDEA portal will make available a host of value added services such as dialer tone, ring back ring tones, wall papers to its subscribers.
Speaking on this new initiative, Mr. Pradeep Srivastava, Chief Marketing Officer, IDEA Cellular, Mumbai, said, “IDEA has always been at the forefront of best-in-class telecom services and has succeeded in delivering exciting and innovative products to its customers. This is yet another pioneering effort in the mobile entertainment space which will enable IDEA and Popcorn Entertainment to reach out to their customers by providing Bollywood streaming content”.
The movie EMI, Equated (Easy) Monthly Installments, is a bittersweet satire that looks at modern day India in a mirthfully subjective way. The film has been directed by debutant Saurabh Kabra and boasts soulful music by Chirantan Bhatt with Sanjay Dutt lending his voice to the Title track. EMI is a narrative of interconnecting characters coming from different strata and styles. The movie portrays contrasting characters who indulge in spending without thinking, and others who care to be optimistic about the future that they desire. EMI is distributed worldwide through M/s Sahara One Motion Pictures.
The merit in the film EMI is the originality of a thought of making a film on such a pertinent contemporary subject. A strange twist of fate has also been rendered at extremely crucial moment - a look at the current global financial market will emphasise the importance of a film like this in today’s economic scenario. The film stresses on the issue of borrowing responsibly. Through its characters Arjun and Malaika ( Ryan and Nancy), Kulbhushan Kharbanda and Pushkar Jog (Chandrakant and Arjun), Aashish Chowdhry and Neha Oberoi ( Anil and Shilpa) and through Urmila Matondkar (Prerna) who are defaulters by circumstance. The entry of the recovery agent Sattar Bhai ( Sunjay Dutt) in their lives, the four-pronged story is played out, culminating in one thread, one solution - An IDEA that the recovery agent explores which works great positive results. That’s why the apt tagline ‘What an !DEA, Sirji!’
This entry was posted on Wednesday, November 5th, 2008 at 8:12 pm and is filed under Bollywood News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
