MUMBAI: The latest Bond movie Casino Royale is all set to hit the screens on 17 November and three Sony companies namely – Pix, Sony Electronics and Sony Pictures Releasing have collaborated in a cross-promotional activity for the Indian market.

The Casino Royale campaign is centered around the ‘Gear Up Like Bond’ contest. All three participants are contributing to the campaign and contest. Sony Pictures Releasing is contributing the film, screenings, a contest prize of a trip for two to London, print and outdoor promotion and other associations with the release.

Sony Electronics, on the other hand will be contributing electronics prizes, outdoor media support and the participation of 70 Sony World electronics stores as the point-of-sale ground support for the contest.

Pix, which is the official television partner for Casino Royale, will be lending on-air support to the movie by airing promotional spots for the contest, and other programming which promotes the release of the film in India.

This on-air, on-ground promotion and contest across India is based on the fact that James Bond uses a number of Sony electronic products in the film, including the Vaio and Cybershot. Each Sony World outlet has designed and will operate a special Bond corner in the store, which will emulate the casino tables seen in the movie. Visitors to the store who want to enter the contest must take the “Bond Test” and register in the store to win the prizes, which will be awarded when the contest ends on 30 November. The winners will be announced on Pix.

Contestants can win prizes from Sony Electronics like mobile phones, digital cameras, laptops and a grand prize, a luxury trip for two to London.

To better build the excitement surrounding the release of Casino Royale, Pix is executing an on-air promotional campaign for the movie and the contest. This involves all the Sony Entertainment Television (SET) channels: Sony, Max, Sab, AXN, Animax and Pix. The channels will be airing exclusive behind the scenes features and making-of for the film. Pix recently flew Bollywood actor Tara Sharma to NYC to interview the new James Bond, Daniel Craig. The footage will be aired on Pix and all the other SET channels.

“We are thrilled to be the official television partner in India for Casino Royale. Speaking for the SET networks, we are doing all we can to help make the film a big success. Sony is the only company with both a major entertainment division and consumer electronics division and it makes great strategic sense for all of us to capitalize on the synergies. All three Sony divisions are pleased to demonstrate to the Indian market a Sony United effort such as this. The best part is that our Indian viewers, cinema goers and electronics buffs will benefit from the campaign and contest,” says Pix business head Sunder Aaron.

Sony Electronics general manager Mohit Parasher added, “Sony will for the first time use the power of its Sony World stores, Sony Pictures and Sony Entertainment television to deliver great value to the Indian consumers and trade partners. Most of the products used by James Bond in Casino Royale are available through the Sony Trade channel including Sony Worlds. The association of Sony with James Bond is quite logical in the sense that both are brands that are unique and different from the rest of the pack and have extremely loyal consumers.”

Sony Pictures Releasing India managing director Uday Singh said, “On 17 November, Casino Royale will roll out with around 500 prints across the country, making it the biggest release for any Hollywood film in India. We are delighted that SET Pix will be partnering with us in our endeavour to make it the biggest, best Bond film ever.”