Channel [V] to cash in on Saawariya mania


MUMBAI: Come 15 September and the much touted debutants of this year in Bollywood – Ranbir Kapoor and Sonam Kapoor – will first be seen on Channel [V]. The music channel will air the first ever looks of the two new actors on TV by featuring a song from their film Saawariya. Until now the teaser promos of the movie, which is directed by Sanjay Leela Bhansali, do not reveal Ranbir and Sonam’s face.

Following this, the channel has queued up heavy promotional plans and intends to leave no stone unturned to publicise the film.

Channel [V] head Amar Deb says, “We are gung ho about the film and are putting in our 100 per cent to make the promotions on our channel as creative as possible. At Channel [V] our constant aim is to do exceptional on air promotions for the Bollywood films we tie up with.”

Viewers will get a sneak peak into Saawariya from mid October, which will continue till the release of the movie in November. Keeping in sync with the flavour of the movie, the campaign will be designed around love.

Adds Deb, “When we were promoting Don, the interviews we did with the cast were done in an interrogative format. Shah Rukh Khan stole the Channel [V] logo and the team searched for him. The promotions around Saawariya will be weaved in a similar manner with the underlying theme being love.”

Saawariya will be promoted across various shows on the music channel. It will also be crowned as the movie of the month as well as the Movie No. 1 for October. Behind the scenes action and pre-release promotions will also include featuring the Ranbir and Sonam as V Hero and V Goddess respectively.

Special interviews of the duo will be showcased with VJs like Lola Kutty, Juhi, Neil and Gill. Along with the newbies, director Sanjay Leela Bhansali will also give an insight into the story of the film on Channel [V].

The movie releases worldwide on 9 November along with Farah Khan directed Om Shanti Om starring Shah Rukh Khan and Deepika Padukone.