'Issaq' makers promote film through paan

Mumbai, July 16 (IANS) Innovative marketing is the buzzword in filmdom. Makers of "Issaq" take the trend forward by offering - Isspecial Banarasi Style Paan - to the moviegoers at two theatres here to promote the film.

The team of Pen India Pvt. Ltd., distributors of the film, have set up stalls in two leading theatres - Cinemax Growels and Cinemax Versova - where Isspecial Banarasi Style Paan is being distributed to people, said a statement.

Since the movie is set in Benaras, Uttar Pradesh, the activity was apt to the theme, said Amira Bavishi, Pen India's marketing head.

Directed by Manish Tiwary, "Issaq" is a modern adaptation of William Shakespeare's play "Romeo And Juliet". Featuring Prateik and Amyra Dastur in the lead roles, the film hits theatres July 26.

"We wanted to come up with a promotional strategy for 'Issaq', which would not only break the clutter, but also make our prospective audience feel the essence of our film. What better way than to treat them with a paan, the flavour of Benaras," said Bavishi.

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