`Issaq` makers promote film through paan

Updated: Jul 16, 2013, 15:39 PM IST

Mumbai: Innovative marketing is the buzzword in filmdom. Makers of ‘Issaq’ take the trend forward by offering - Isspecial Banarasi Style Paan - to the moviegoers at two theatres here to promote the film.

The team of Pen India Pvt. Ltd., distributors of the film, have set up stalls in two leading theatres - Cinemax Growels and Cinemax Versova - where Isspecial Banarasi Style Paan is being distributed to people, said a statement.

Since the movie is set in Benaras, Uttar Pradesh, the activity was apt to the theme, said Amira Bavishi, Pen India`s marketing head.

Directed by Manish Tiwary, ‘Issaq’ is a modern adaptation of William Shakespeare`s play "Romeo And Juliet". Featuring Prateik and Amyra Dastur in the lead roles, the film hits theatres July 26.

"We wanted to come up with a promotional strategy for `Issaq`, which would not only break the clutter, but also make our prospective audience feel the essence of our film. What better way than to treat them with a paan, the flavour of Benaras," said Bavishi.