MUMBAI: Popcorn Entertainment’s forthcoming film Mission Istanbul has taken in-film placement to a new level by incorporating the tagline of an aerated drink – Mountain Dew with the movie name.
Mountain Dew has the tagline – Darr Ke Aage Jeet Hai, hence the movie has been accordingly renamed – Mission Istanbul – Darr Ke Aage Jeet Hai, in conjunction with Mountain Dew’s slogan.
The brand has an in-film placement in a scene between Zayed Khan, Vivek Oberoi and Shweta Bharadwaj. Confirming the development to Businessofcinema.com, Popcorn Entertainment director Shabbir Boxwala says, "Mountain Dew fits very well with the daring spirit of our movie."
The film also stars Shabbir Ahluwalia, Shreya Saran, Nikitin Dheer and Suniel Shetty in a guest appearance.
The movie is slated for release in July. "We are looking at starting the movie’s promotion by May. Mountain Dew will air co-branded TV commercials of the scene in the film."
The movie has also tied up with London fashion house Savile Row to showcase costumes from the movie that have been designed by fashion designers Falguni and Ritika.