MUMBAI: P9 Integrated has been appointed as the exclusive marketing partner for Sony Pictures Releasing of India and Sanjay Leela Bhansali’s forthcoming film Saawariya.

P9 will conceptualise, plan and execute various branding and advertising partners for Saawariya. Plans are to design a tailor-made marketing campaign for the movie.

Sony Pictures Releasing of India head marketing Harsha Gangurde said, “Since Saawariya is a musical romantic movie and deals with fresh and contemporary thoughts, we would look forward to associate with similar such brands. A tie up with maximum four-five brands is what we are looking at.”

At the press conference, Sony Pictures and P9 showcased various marketing initiatives to promote Saawariya and opportunities for marketing tie-ups, co-branded associations, multiplex activations, merchandising options etc were discussed.

“The movie will release this November and the marketing activities are likely to start four weeks prior. We are expecting marketing and promotional activities worth Rs 20 crores (Rs 200 million) for Saawariya,” P9 Integrated CEO Navin Shah.

Since Saawariya marks Sony Pictures Releasing of India’s entry into Hindi film production, the company is planning to leave no stones unturned for their pet project. It may be recalled that Sony had earlier too appointed P9 as its marketing agency for Spider-Man 3 earlier this year.

Pertinent to note here is that despite having someone as meticulous as Sanjay Leela Bhansali working alongside the agency on board, P9 Integrated has managed to mis-spell Saawariya as Sawaariya all across their press releases.