Viacom18 eyes big bucks from ‘Padmaavat’ TV premiere

MUMBAI: Viacom18 has roped in five sponsors for the world television premiere of ‘Padmaavat’. Spinz BB fairness cream and Lux are the presenting sponsors while Campus Shoes, L’Oréal and Siyaram’s are the powered-by sponsors.

Viacom18 is going all-out to ensure that the movie gets a wider reach by simulcasting it on Hindi GEC Colors, Colors HD, Hindi movie channel Rishtey Cineplex, and youth GEC MTV. The movie will premiere on 30 September at 1 pm.

Co-produced by Viacom18 Motion Pictures and Bhansali Productions, ‘Padmaavat’ was a roaring success at the box office. The film has grossed over Rs 585 crore at the box office despite being not allowed to release in some states due to protests from Rajput groups.

Following its theatrical window, the movie had a digital-first premiere on Amazon Prime Video. The video on demand (VoD) platform has paid a premium for the digital rights of the movie.

Set in the period of the Delhi Sultanate, ‘Padmaavat’ is a rendition of the story of Alauddin Khilji, the second ruler of the Khilji dynasty, and his obsessive love for the queen of Mewar, Rani Padmini.

Directed by Sanjay Leela Bhansali, ‘Padmaavat’ featured Deepika Padukone, Ranveer Singh and Shahid Kapur in the lead role along with Jim Sarbh and Aditi Rao Hydari in the supporting role.

The movie had faced opposition from Rajput groups who alleged that the movie portrays Rajput queen Padmavati in a bad light. After much delay, the film finally released on 25 January in Hindi, Tamil, and Telugu.

The TV premiere is being promoted through a 360-degree marketing campaign including television, digital, radio and outdoor.