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&pictures to premiere ‘The Lunchbox’ on Valentine’s Day
MUMBAI: After airing the world television premiere of the internationally acclaimed film ‘The Lunchbox’ on Zee TV HD, the network’s Hindi movie channel &pictures will premiere it on 14 February.
Airing at 8 pm, the film will present a love story between a lovelorn wife (Nimrat Kaur) and a lonely man (Irrfan Khan). A simple delivery mistake by Mumbai’s dabbawalas sets in motion an intimate exchange of evocative scribbling between these two loveless souls.
In a bid to engage with viewers, the channel has kick-started the celebrations by delivering custom-made lunchboxes to the cast and crew of the film, media and trade agencies.
&pictures have associated with the bloggers community IndiBlogger, launching a special #lunchboxANDyou contest. The winners of the contest will get an opportunity to surprise a loved one with good food and a heart-warming note.
ZEEL Hindi movie channels deputy business head Ruchir Tiwari said, “A channel that is synonymous with innovations blended with exceptional cinema. We recognise the value of path-breaking movies. ‘The Lunchbox’ is one such landmark film amidst the array of films released, which makes it a perfect brand fit for us. It’s not just the film that will have audiences hooked onto &pictures this Valentine’s Day; the unique initiatives planned, along with an aggressive marketing campaign, will also surely be the talk of the town.”
Furthermore, the channel has partnered the cultural festival conducted by Symbiosis Institute of Mass Communications Fest-O-Comm, where a series of film activities like Take 24 (a 24-hour film-making competition) and Sneak Peek (promo-making competition) has been planned.
The film’s lead actress Nimrat Kaur will be visiting Arpan India, an NGO in Vadodara that caters to the needs of children with multiple disabilities, while the channel will make it a memorable day for around 50,000 husbands in the city returning their lunch dabbas with a heart-warming message to their wives through Mumbai dabbawalas. They will be filmed and a video will be up on YouTube capturing the best messages of the day.
Directed by Ritesh Batra, the film also stars Nawazuddin Siddiqui in a pivotal role.