The campaign will have contests and users will have a chance to win movie tickets and lots of movie merchandise. mydala will use its network of more than 200 million users to promote Heroine. It has already launched a similar promotional campaign for Barfi! which is running successfully and viewers were given a chance to win prizes and Barfi! merchandise through interesting contests and social media initiatives. Watch more here: Don’t worry, be Barfi!
mydala has also created a special television commercial to reach out to a wider audience and encourage viewers to participate in the various contests available on the site. The commercial is already on air and can be watched here.
Speaking on the association, Anisha Singh, Founder and CEO, mydala, said, “We are delighted to associate with UTV Motion Pictures for Heroine and Barfi! As an effective digital partner for several production houses, we have had a very successful track record and we are looking forward to these movies breaking all records and creating new ones.”
Produced by UTV Motion Pictures and Bhandarkar Entertainment and directed by Madhur Bhandarkar, the film stars Kareena Kapoor and Arjun Rampal and releases on Friday on 21st September, 2012.