MUMBAI: Movie marketing is at its peak as some big flicks are lined up for release with top brass actors. And its no rocket science that the brands they endorse are vying for a share of the pie. One such movie is the Akshay Kumar starrer Chandni Chowk To China (CC2C), which is slated to release on 16 January.

Kumar, who endorses the beverage brand Thums Up, has shot for an ad for the brand with CC2C in its backdrop.

The ad, which is currently running across television channels, has the CC2C poster with Akshay Kumar stepping out of it with a Thums Up bottle in his hand. A few sequences from the film are shown with the voiceover in the end – "Thums Up ke liye main Chandni Chowk To China kuch bhi karne ko tyaar hoon."

According to information available, Thums Up has also been placed in one of the scenes in the movie.

Coca Cola has also launched CC2C branded Thums Up PET bottles in select markets for a limited period, which sport Akshay Kumar’s picture in his CC2C get-up.

Coca Cola company officials were not available for comment at the time of filing this story.