Move over SRK, Aamir Khan...

Saturday, 15 February 2014 - 6:00am IST Updated: Friday, 14 February 2014 - 6:55pm IST | Agency: DNA

A new marketing whiz appears to have come into Bollywood. Actor-producer Riteish Deshmukh is doing “jersey marketing” for his film Yellow by showcasing the film’s logo on the sleeves (of the jersey) of his CCL team Veer Marathi — a first for film publicity. Says a source, “The regular format of film publicity found new meaning with geniuses like Aamir Khan changing the game with marketing a film like Ghajini. And now, Riteish, a very keen observer of new trends and a consistent striver for out of the box ideas, has given the business a whole new spin to market films.” Riteish adds, “As marketers, you have to try and look at clutter breaking opportunities to grab eyeballs. We have a unique one with our CCL team, which has a strong film connect given it’s participants. With Veer Marathi, we have a great platform to unify the support of the Marathi actors and get live coverage to promote our film and other Marathi films as well. It’s the first time an avenue like that has been tapped into and I’m so glad that it is for a story as beautiful as that of Yellow.”

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