BANGKOK: Mahindra & Mahindra has tied up with Sanjay Gupta’s White Feather Films for the latter’s forthcoming film Acid Factory. The announcement was made on the second day of IIFA in Bangkok.

Mahindra & Mahindra’s entertainment arm, which has been christened Mumbai Mantra, has acquired the rights of the movie. Speaking to Businessofcinema.com, Mumbai Mantra CEO Andre Purushottam says, "We have acquired all the rights of the movie, which include distribution, satellite, music, home video, IPTV amongst others. The rights have been acquired for a period of seven years. Mumbai Mantra will distribute the film via various sub-distributors in different territories."

When queried on the amount that the deal was signed at, Purushottam declined to comment. However, sources inform Businessofcinema.com that the deal has been inked for a sum of Rs 270 million (Rs 27 crores). After the seven year term, some rights of the film will be retained by Mumbai Mantra, whereas the others will go back to White Feather Films.

Acid Factory stars Danny Denzongpa, Fardeen Khan, Manoj Bajpai, Irrfan Khan, Aftab Shivdasani, Dino Morea and Dia Mirza. It has been directed by Suparn Verma.

Gupta adds, "I am particularly excited about the synergy of the two companies with similar cerebral associations. White Feather Films has always been associated with machismo and style – from Kaante to our latest offering Acid Factory. Mumbai Mantra, though a new entrant in entertainment, is a logical extension of a company that epitomises the quintessential Indian male."

Additionally, White Feather Films has also tied up with Gitanjali Sector watches as its brand partner for Acid Factory. The cast of the film will be seen sporting these watches in the film.