Max in overdrive to promote Bollywood blockbusters

MUMBAI: Sony Entertainment Television (SET) has bagged the global satellite rights of Lage Raho Munnabhai, Salaam-E-Ishq, Eklavya, the Aishwarya Rai – starrer Provoked (Hindi), Namastey London and R Balakrishnan’s debut directorial venture Cheeni Kum.


SET’s film channel Max has launched the ‘Saal Ke Sabse Bade Blockbusters,’ a 360 degree campaign  that will showcase the blockbuster films lined up for this year.


SET India CEO Kunal Dasgupta said, “These acquisitions underline our commitment of bringing the biggest and the best in entertainment to our viewers.”


Max business head Sneha Rajani added, “Initially we are planning an umbrella campaign to promote the new acquisitions. Rolling out campaigns to highlight a particular film from the bouquet would be a decision that is still being planned. There are a lot of factors involved in doing so.”


“As a network, we have always stood for high quality, big-ticket entertainment. This acquisition deal reiterates that and will add further muscle to our already strong film library,” she added.


“As a network, we have always stood for high quality, big-ticket entertainment. This acquisition deal reiterates that and will add further muscle to our already strong film library,” she added.


Expressing satisfaction over the response that the last campaign involving the Big B movies generated, Rajani believes that the new campaign would help the channel consolidate its grip further in the movie space.

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