Mumbai: Hindi entertainment channel Colors has acquired the television rights of Yash Raj Films` latest release "Lafangey Parindey".
This is the first such deal between the channel and the production house.
The deal will give a push to the increasing association of Bollywood and the TV industry, says Gaurav Gandhi, Group CCO - Viacom 18 Group and head of international business.
"Colors has always been a trend-setter in bridging the gap between the two screens. With this association with YRF, we have taken a step further in bringing together properties which share a common theme of identifying and encouraging the real Indian talent," Gandhi said in a press release.
As part of the deal, the channel will also promote the film on their show "India`s Got Talent - Khoj 2".
In the film, Neil Nitin Mukesh plays a boxer who fights blindfolded and Deepika Padukone essays a visually challenged girl who has mastered the art of dancing on skates. "India`s Got Talent" is integral to the script of "Lafangey Parindey" as both the lead actors are seen participating in the show in the movie.
It made sense for the production house to opt for such marketing through the TV show.
"`Lafangey Parindey` will soon be showcased on Colors. We are extremely happy to have entered this unique association, involving a marketing in-film integration and the film’s consequent acquisition of its television rights, with one of the leading channels in the country," said Akshaye Widhani, vice president, Yash Raj Films.
Colors has earlier bought rights for films like "Blue", "Ajab Prem Ki Ghazab Kahani", "Kites" and "Raavan".
IANS
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookies Setting
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device and the processing of information obtained via those cookies (including about your preferences, device and online activity) by us and our commercial partners to enhance site navigation, personalise ads, analyze site usage, and assist in our marketing efforts. More information can be found in our Cookies and Privacy Policy. You can amend your cookie settings to reject non-essential cookies by clicking Cookie Settings below.
Manage Consent Preferences
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work or you may not be able to login.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They are also used to limit the number of times you see an advert as well as help measure the effectiveness of an advertising campaign. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we may not know when you have visited our site, and may not be able to monitor its performance.