25 companies, Rs 52 crore stake riding on ‘Ra.One’

Zeenews Bureau Mumbai: Bollywood, an industry which is notoriously fickle about the Box Office returns has the town’s most successful name Shah Rukh Khan betting it all in his latest. ‘Ra.One’, the countdown to the film’s release marks the culmination of one of the biggest marketing blitzkrieg for any Indian film ever. Buzz has it that Shah Rukh Khan has earmarked brand tie-ups to the tune of Rs. 52 crores with some 25 companies for ‘Ra.One’ which people of the industry believe to be the most costliest film ever made in India. Even as SRK goes full throttle with his promotional overdrive, the companies associated expect positive returns from ‘Ra.One’. The companies whose value is directly linked to the success of the film are Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others. In an effort to exploit the film’s potential and additional revenue streams, according to the experts, the marketing spends on ‘Ra.One’ have been subsidized considerably through these major brand tie-ups with such top notch companies. There is also news that SRK’s Red Chillies has already recovered a major portion of their cost through in-film branding, media endorsements and through pre-licensing Cable & Satellite rights, music and other rights. Come October 26th, the day ‘Ra.One’ opens, we will finally get to see the full story.