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04-27-2008, 03:03 AM #1
Mumbai Dabbawalas wear Tashan up their sleeves
While Yash Raj Films' (YRF) Tashan might be facing some 'tashan' from the multiplexes, YRF seems to be going all out to promote their film in terms of marketing and promotions.
After having the film's cast (Anil Kapoor, Saif Ali Khan and Kareena Kapoor) make an appearance in the 'Mumbai Indians' team of the Indian Premiere League (IPL), YRF tied up with Mumbai dabbawalas as a part of the film's latest promotion. In which, the dabbawalas wore a bright Tashan T-shirt and the dabba too had the Tashan's sticker with a paan attached to it.
Speaking about this unique marketing strategy to Bollywood Hungama, Monica of YRF said, "The 'dabbawala' initiative was YRF's in-house brainwave. The response to which was very good. Tashan means style and that's why we wanted to add a little bit of style to the way the people eat their lunch!"
Way to go, Yash Raj!