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The flavour of Issaq, paan

  | July 16, 2013 16:21 IST (Mumbai)
Amyra Dastur

Prateik and Amyra Dastur in a still from Issaq

Innovative marketing is the buzzword in filmdom. Makers of Issaq take the trend forward by offering Banarasi style paan to the moviegoers at two theatres to promote the film.

Innovative marketing is the buzzword in filmdom. Makers of Issaq take the trend forward by offering Banarasi style paan to the moviegoers at two theatres 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 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 on 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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