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.