Film Issaq offers Isspecial Banarasi Style Paan

Unique and innovative promotional strategies is the best way to break through all this clutter in the industry. With each film hitting the theatres, filmmakers are coming up with strategies that stand alone and grab the attention of audiences. And makers of Issaq are taking this trend forward by offering Isspecial Banarasi Style Paan to the moviegoers to promote the movie.

The team of Pen India Pvt. Ltd., distributors of the film, have set up stalls in two leading theatres in Mumbai- Cinemax Growels and Cinemax Versova - where Isspecial Banarasi Style Paan is being distributed.

"Since the movie is set in Benaras, Uttar Pradesh, the activity was apt to the theme, said Amira Bavishi, Pen India's marketing head.

Issaq is a romantic film directed by Manish Tiwary and it features Prateik Babbar and Amyra Dastur in the lead roles. The film's story is based on a modern adaption of Shakespeare's play 'Romeo And Juliet'. The plot revolves around two lovers who are born to rival families. The story's background is set in Varnasi.

"We wanted to come up with a promotional strategy for Issaq, which would not only break the clutter, but also make our prospective audience feel the essence of our film. What better way than to treat them with a paan, the flavour of Benaras," said Bavishi.

Earlier last week, the actors of the film Prateik and Amyra had planned to visit Ahmadabad on July 10 and promote their film. However, this was cancelled because it coincided with a Rath Yatra celebration attended by Gujarat chief Minister Narandra Modi. The movie was also promoted in a television serial called Amita Ka Amit. The film is slated for release on July 26.

IANS