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Brands line up for ‘Sultan’ TV premiere on Sony Max

MUMBAI: Hindi movie channel Sony Max has roped in four sponsors and seven spot buyers for the world television premiere of Salman Khan and Anushka Sharma-starrer blockbuster ‘Sultan’.

Colgate is the co-powered sponsor of the telecast while HUL, Mahindra & Mahindra, and Oppo Mobiles are the co-presenting sponsors. Additionally, Google India, Raymond, Vivo Mobiles, L’Oreal, Intex Technologies, Lenovo, and Pernod Ricard are the spot buyers.

The channel will premiere the romantic action drama on 15 October at 8 pm.
Rohit Gupta

“Sultan is the biggest movie of the year so obviously it is doing very well. Most of the slots have been sold; there are very few slots remaining, which we will close in the next few days,” said Sony Pictures Networks India (SPNI) president ad revenue and international business Rohit Gupta.

Sony Pictures Networks India is reportedly going to earn Rs 30 crore of advertising revenue from the premiere of ‘Sultan’. Gupta declined to comment on the ad revenue the movie would rake in from its first airing on television, three months after its run at the box office.

Gupta informed that the broadcaster tries to recover the cost of acquiring movies in two to three airings.

The channel has mounted a multi-phase marketing campaign to promote the movie, which had grossed more than Rs 300 crore at the box office.

Sony Max VP marketing Vaishali Sharma said that the marketing campaign for the film was treated very differently. The marketing campaign began with teasers, followed by informing viewers about the time. The subsequent commercials were used to build Salman’s character in the film. This was followed by the countdown to the premiere.

“The focus of the marketing campaign was ATL because we wanted to garner as much reach as possible. TV was the biggest focus for us. We ran the campaign on news, regional, music and kids channels. We will use print in a big way in priority markets in HSM on the day of the premiere. We also used radio to build hype in metro cities. We are also doing an extensive digital campaign mirroring our TV campaign,” Sharma stated.

Directed by Ali Abbas Zafar, and with Khan and Sharma in pivotal roles, ‘Sultan’ is the story of a wrestler’s journey from being a childlike, underdog Jat to becoming the world champion because of grit, sweat and love.