This weekend, catch the film Bhaag Milkha Bhaag, a biopic based on the life of Indian athlete Milkha Singh. In his illustrious career as a track and field sprinter, Singh won an individual gold at the 1958 Commonwealth Games.
The film has Farhan Akhtar playing the title role supported by Sonam Kapoor and Pakistani singer and actor Meesha Shafi. Directed by Rakeysh Omprakash Mehra, the film is scripted by adlander Prasoon Joshi, and produced by Viacom 18 and Mehra.
Digital marketing agency Ignitee Digital has been on board to conduct the digital marketing activities for the film since November 2012. A contest was organised on the social media properties and the winner got to be part of the Google+ hangout with Mehra and Akhtar. The trailer of the film was unveiled for the first time during the live chat.
Gujarat Cooperative Milk Marketing Federation (GCMMF), the makers of Amul milk, partnered with the film and created a co-branded promo using footage from the movie and an Amul Milk TVC. This promo airs on television channels and radio, and will straddle social media as well.
Watch the co-branded promo here:Watch the co-branded promo here:
Elsewhere, Homeshop18 is a media partner of the film. Through this association, Homeshop18 has launched an initiative where people can shop on the website from 5 to 14 July and win two free tickets for the movie.
Catch the movie at a cinema near you this weekend.