Commenting on the initiative taken by Carat Fresh, Sidharth Ghosh, Vice President, Carat Fresh Integrated said: "It is imperative for a brand to carve a niche for itself in today's competitive scenario. Our intention to enter the film marketing sector is to stimulate the movie marketing business and convert it into a mainstream medium. Depending on the movie genre and target audience, we plan to propose various activation ideas which will create excitement and generate curiosity amongst audiences."

The agency claimed that they have earlier been associated with Bollywood movies Thank You and Bodyguard, and with brands like Air Asia and Olympus. There are some more projects in the pipeline that will be announced soon.