Shah Rukh Khan ties up with HomeShop18 for Ra.One merchandise

    MUMBAI: Shah Rukh Khan, who is on a marketing spree for his mega-budget production Ra.One, has tied up with homeshopping channel HomeShop18 to sell the superhero film’s merchandise. He says it is a chance to "own a piece of the movie".

    "I would like everyone to watch the movie and bring home (my character) G.One. This association will help us reach out to the masses. We are trying a new form of movie marketing in India, much like the practice in Hollywood," Khan said.

    "We want our audiences to not only get entertained by Ra.One but also get a chance to own a piece of the movie as they shop in the comfort of their homes," he added.

    The original movie merchandise, replete with Ra.One gift hampers, action figures, G Balls, Ra.One frisbee, pencil box, lunch box, stationery set, notebooks, sipper set, exam board, coin bank, toy laptops, fridge magnets, wristbands, key chains and car danglers, will now be available on the channel through a special series.

    "Shah Rukh wanted to take the merchandise to families across the country and we are happy to provide him with the platform. Ra.One merchandise and toys will make for an excellent gifting option along with our ongoing Diwali Dhamaal promotion," said HomeShop18 founder and CEO Sundeep Malhotra.

    Ra.One, which also features Arjun Rampal and Kareena Kapoor, will release this Diwali on 26 October.