MUMBAI: Sony Pictures has tied up with Elder Health Care’s fragrance brand Fuel for Men for a sustenance TV campaign for the film which is now beginning its second successful release week.

“It is a rare occasion when a brand ties up on a film after it has been released, but The Ugly Truth is a happy exception. The film released on 11 September has grossed Rs 19 million in its first week of release, even surpassing all non-English films released at the same time. We are pleased to have Fuel for Men on board and hope that with their support we can take this film to greater heights," said SPE Films India managing director Kercy Daruwala.

Elder Health Care managing director Anuj Saxena added, "The Ugly Truth is about the law of attraction between opposites and Fuel for Men is all about the attraction between opposite sexes. This is a celebration of a world class movie and a brand of world class fragrances. The similarities between the brand and the movie prompted us into a cobranded association. We are proud of the association and will be supporting the film through a Rs 5 million television campaign as well as retail store activation."

SPE Films India director – marketing Bhavesh Thakkar said, "Early research group screenings for the film showed us that the film was sure to be a hit among young and old alike and had repeat value, plus potential for great word of mouth. We supported this positive buzz with a very unique print and outdoor campaign that created a curiosity factor and made it a must-see film, especially for young couples."

Directed by Robert Luketic and starring Katherine Heigl and Gerard Butler, The Ugly Truth is about Abby Richter (Katherine Heigl), a romantically challenged morning show producer whose search for Mr. Perfect has left her hopelessly single. She’s in for a rude awakening when her bosses team her with Mike Chadway (Gerard Butler), a hardcore TV personality who promises to spill the ugly truth on what makes men and women tick, and is reluctantly embroiled in a series of outrageous tests by Chadway to prove his theories on relationships and help her find love. His clever ploys, however, lead to an unexpected result.