MUMBAI: UTV has pulled all stops to promote Delhi 6 to audiences around the world as the movie gets ready to hit screens on 20 February. Delhi 6 is directed by Rakeysh Omprakash Mehra, has music by A R Rehman and stars Abhishek Bachchan and Sonam Kapoor.
To begin with, there’s a Delhi 6 caravan – a float that is an interactive proposition to extend the Delhi 6 experience to the audiences through displays, contests, free give-aways, music and promos. The caravan was flagged off in Mumbai by the cast and crew on 13 February and will move to Delhi to meet the star cast of the movie at the premiere.
Next in line is a Delhi 6 mela being held at the venue of the premiere in Delhi. The mela will showcase Delhi culture in traditional Chandni Chowk style incorporating all elements of old Delhi, including the food and customs.
On 20 February, when the movie releases, for the first time in the history of cinema the star cast of Delhi 6 will travel to six different cities including Delhi, Chandigarh, Jaipur, Bangalore, Mumbai and Hyderabad within a span of 24 hours for the promotion of the film.
Apart from this, there are also brand tie ups to extend the presence of Delhi 6 across the country. The key brands that are associated are McDonald’s, Citibank, Dawaat, Motorola and Kingfisher. Delhi 6 has also tied up with Citibank for a special co-branded card that is being created to promote the movie.
UTV Motion Pictures will also be doing a premiere of Delhi 6 in New York at the Museum of Modern Art (MOMA). It is for the first that a Hindi film will be featured at the MOMA. After revealing the first look in the Dubai International Film Festival, UTV is now doing a premiere in Dubai on 18 February, in association with DIFF to reach out the movie aficionados in the UAE.
UTV Motion Pictures CEO Siddharth Roy Kapur says, "After our collaboration on Rang De Basanti, a movie that became a movement, Rakeysh and UTV are getting together three years later, with our latest offering, Delhi 6. There are huge expectations from the film for obvious reasons, and we are confident that the film will live up to them. We have worked hard to ensure that our marketing and distribution efforts help Delhi-6 to reach out to the widest array of audiences in India and around the world."
The movie will release across approximately 1200 screens in India and more than 220 screens in the overseas.