MUMBAI: Sanjay Leela Bhansali’s Saawariya has been one of the most eagerly anticipated releases of this year. Moreover the complete secrecy around the film’s look, plot and lead pair – Ranbir and Sonam Kapoor – until recently, only helped in adding to the hype.

With the theatrical release of Heyy Babyy, one also saw the first ever glimpse of Bhansali’s new baby. Saawariya, which is being co-produced by Sony Pictures Releasing of India, will mark the company’s first step into the burgeoning Indian filmed entertainment space. With three months in hand for the release, it comes as no surprise that the Sony companies in India are now gearing up to flex their marketing muscle in order to promote Saawariya.

In the ‘Sony United Endeavour’ held in Delhi a few days ago, the various heads of Sony Group companies comprising Sony Pictures Releasing of India, Sony BMG, Sony Pictures Home Entertainment, Sony Entertainment Television (SET) India, Sony Electronics and Sony Erickson, came together to discuss strategies for jointly promoting the film.

While music company Sony BMG has already pocketed the music rights of Saawariya, Sony Pictures Home Entertainment has the home video rights of the film. The other companies - SET India, Sony Electronics and Sony Erickson will also be a part of this alliance.

Speaking exclusively to Businessofcinema.com, Sony Pictures managing director Uday Singh says, "The group will be coming together for the promotion of Saawariya. However, the marketing activities are still in the planning stages. Apart from Sony's own brands, we will also be negotiating deals with several other brands for associative marketing around Saawariya."

In the recent past, the Sony Group companies had teamed up for the promotion of its big Hollywood flicks like Casino Royale, Pirates of the Caribbean: At World's End, and Spiderman 3.

With the Sony muscle power backing their first Hindi film project that introduces two newcomers who have high expectations riding on them; the drumming around Saawariya is likely to raise the decibel levels many times over.

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