MUMBAI: ESPN STAR Sports has inked a marketing tie-up with Nadiadwala Grandson Entertainment for its forthcoming film Housefull. The tie-up is for the forthcoming ICC World Twenty20, which will be held in West Indies from 30 April – 16 May, 2010.

This is the third time after Mujhse Shaadi Karogi and Heyy Babyy that ESPN Star Sports and Nadiadwala Grandson Entertainment has joined hands together. Housefull is slated to release on 30 April and stars Akshay Kumar, Arjun Rampal, Ritiesh Deshmukh, Deepika Padukone, Lara Dutta and Jia Khan. The movie is directed by Sajid Khan.

ESPN Software India senior director, marketing Nirmal Dayani said, "We are launching a high decibel marketing campaign along with ICC to promote the ICC World Twenty20. The new campaign gives expression to the core emotion of a cricket fan associated with any ICC tourney – the engagement is higher as passion hits the roof when the Indian team hits the park. The campaign’s theme line – ‘Josh Badega jab world cup mein desh ladega’ aptly elucidates this."

Nadiadwala added, "Bollywood and cricket are the two biggest passions of India. There cannot be a better marketing tie-up than being associated with the ICC World Twenty20. The entire star cast of Housefull is proud to support the Indian Cricket team and wish them all the success for this prestigious event."

Akshay Kumar said, "I am honored to be able to show our support for the Indian cricket team. I really do hope that our team wins the trophy again this time. I am looking forward to the action with my family & friends. I have personally always been into sports in a big way and so a tie-up of my two passions, sports and films, is something that interests and excites me. With world’s best teams competing, it’s time again for the Indian team to show the world who is the best."