Dharma Productions partners mydala.com for Agneepath launch

Mumbai: mydala.com has announced that it has partnered with Dharma Productions as the social commerce promotion partner for 2012’s most awaited movie, Agneepath. mydala.com will engage its fans, customers and merchants in ‘gang wars’ leading to Agneepath through an aggressive multimedia campaign.

The real-life battle to win movie tickets, merchandise, and other prizes every day, and for a chance to attend a special preview screening of the movie, has already started even before the reel-life battle begins later this month. Releasing worldwide on January 26, the movie revolves around Vijay Dinanath Chauhan (Hrithik Roshan) walking on the path of fire (Agneepath) in his journey of revenge against Kancha (Sanjay Dutt). Priyanka Chopra plays the female lead of Vijay’s aide and best friend Kaali while Rishi Kapoor plays city gang lord Rauf Lala.

Directed by Karan Malhotra, and produced by Hiroo Yash Johar and Karan Johar, the film also features Om Puri, and Katrina Kaif makes a special appearance.
Says Apoorva Mehta, CEO, Dharma Productions, “In a networked world, traditional marketing alone is not enough to ensure success of a movie. We are engaging in multiple ways to create memorable experiences for our Agneepath fans. We have partnered with mydala.com because of domain expertise and experience in creating unique and successful social commerce campaigns for Bollywood movie launches.”

As many as 2000 merchants across 11 Indian cities of Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Pune, Chennai, Chandigarh, Jaipur, Ahmedabad and Lucknow have already professed their allegiance to either Vijay’s or Kancha’s gang by sporting their gang posters for the movie at their merchant outlets, and are now enrolling thousands of customers to join their gang to emerge as winners through pamphlets bearing promo codes. Every customer who shops for Rs 500/- or more at any of these merchant locations is eligible to receive a leaflet with a unique promo code. Customers purchasing deals worth Rs.500/- or more on www.mydala.com during this contest period will also receive a promo code. The campaign runs till Jan 31, 2012. Both merchants as well as customers get several opportunities to win Agneepath merchandise, movie tickets, mydala vouchers and other attractive prizes EVERYDAY. Six selected winners will also get to attend a special preview screening of Agneepath before the movie’s release.

As part of its comprehensive multimedia campaign, mydala.com is promoting the movie across its entire mydala.com network and beyond, including its website, facebook channel, twitter channel, and other partner sites. mydala.com has also roped in the movie’s leading stars Kancha (Sanjay Dutt) and Kaali (Priyanka Chopra) to lend their voices for an aggressive campaign across leading radio channels in several cities all over India.

Elaborating on the tie-up with Dharma Productions for promoting Agneepath through social commerce marketing, mydala’s founder and CEO, Anisha Singh says, “Having successfully run social commerce and multimedia promotions for recent big titles such as Don2 and Ladies Vs Ricky Bahl has given us great exposure to film marketing through our group buying platform. While our previous campaigns for these movies were runaway successes, Agneepath is special and we’ve created a social commerce marketing plan equally special to match its calibre. mydala.com is receiving unprecedented support of thousands of our merchants reaching out to lakhs of our fans and customers in major parts of the country. To further add flavour to the gang war between Vijay Dinanath Chauhan and Kancha, we have also created a special Facebook app, Walk The Agneepath, where people can participate in a contest by watching a movie clip and correctly answering the questions.”

mydala.com has also created a live scorecard on its Agneepath page on the mydala website where you can find whether your gang is leading. Scoring is based on every promo code entered into the system. Whether you support Vijay or Kancha, you can help your gang win by getting more friends, colleagues and family members to join by referring them to merchant stores of the gang. You can also share Agneepath videos of Kancha (Sanjay Dutt) and Kaali (Priyanka Chopra) on mydala’s YouTube page, share the Agneepath posts by mydala on facebook and re-tweet mydala Agneepath tweets to win fabulous prizes.

The gang that gets the most points at the end of the promo period will not only get to win Agneepath merchandise, movie tickets, mydala vouchers and other prizes, but also a chance to meet the star cast of Agneepath. Even if you are not a winner, mydala lets you buy tickets to the movie at highly discounted price of Rs. 125/- across select leading multiplexes and movie theatres across India.

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