Dishtv has entered into a strategic marketing alliance with Fox Star Studios for the co-promotion of My Name is Khan. The company will spend approximately Rs 40 million (Rs 4 crore) in the marketing campaign.
The movie stars Shah Rukh Khan and Kajol and is directed by Karan Johar. Dishtv, which has Khan as its brand ambassador, will showcase exclusive interviews with Karan Johar and Khan as well as exclusive videos of Behind-The-Scenes of the film.
As part of the deal, Dishtv will have rights to telecast exclusive interviews with Johar, Khan and Kajol on its DTH platform. Through this tie-up, millions of Dishtv subscribers would get exclusive content including videos of behind the scenes of My Name is Khan.
As part of the tie-up, Dishtv has created a new TVC with Khan. Dishtv will also run a contest, wherein the participants will get a chance to meet Khan at his home - Mannat. The TVC has captured all the warm and affectionate moments in the movie and is in line with the new brand identity of Dishtv - Ghar Aayi Zindagi. The 30-second TVC went on air across TV channels from 1 February. Dishtv will also run a month-long 360 degree integrated marketing campaign across all India to co-promote the brand and the movie.
Dishtv COO Salil Kapoor said, "It's extremely exciting to be associated with Fox Star Studios for My Name is Khan - the most talked about and eagerly awaited magnum opus of the year. Shah Rukh Khan is Dishtv's brand ambassador and we are delighted to promote the movie My Name is Khan as it has a beautiful synergy with our brand positioning Ghar Aayi Zindagi. Dishtv will run a pan-India marketing campaign for which the company will spend around Rs 4 crore."
Fox Star Studios India head marketing distribution and syndication Vivek Krishnani said, "My Name is Khan is a film that will appeal to people of all age groups. Our promotional partnership with Dishtv will help us widen the reach of the film to a pan-Indian audience. My Name Is Khan has an incredible buzz on-ground and we are going all out to give it the best possible release, we are glad to be associated with like-minded partners like Dishtv and are thrilled with their support to co-promote the film."