ITW Playworx Facilitates Association of Ola with Raabta

Entertainment | June 12, 2017 | News

ITW Playworx

 

Raabta, the romantic thriller film hit the screens today on June 9. ITW Playworx, the Entertainment, Media and Communication arm of ITW Consulting Pvt. Ltd. facilitated an association between Ola, India’s most popular mobile app for transportation and Raabta. Produced by Dinesh Vijan, Bhushan Kumar and Homi Adajania, Raabta starring Sushant Singh Rajput, Kriti Sanon and Jim Sarbh marks the debut of Dinesh Vijan as a director.

As a part of the association, hundreds and thousands of commuters travelling by Ola Play, Ola’s connected car platform, are able to view curated content from the movie including the trending track “Main tera boyfriend”. Ola has also launched a promotional contest on its social media channels, with winners getting a chance to meet the star cast of the movie. Additionally, Ola mobile app has also been updated to include a new category – ‘Premiere’ giving commuters the opportunity to win movie tickets by riding with Ola.

Speaking on the association, Mudit Shekhawat, Head of Marketing, Ola said, “There is no question that India cannot get enough of Bollywood and naturally, we have seen significant traction on such content on the Play platform as well. We are excited about this association with the much-awaited film ‘Raabta’, and are confident that our users will be thrilled with the exclusive content and contests that this association brings to them. Since its launch in November 2015, Ola Play has revolutionised the ride sharing experience by bringing personalized content and a fully-connected interactive experience to the backseat of the cab. We are constantly working towards enhancing the experience and this partnership is a step in that direction for us.”

Commenting on the association, Vinod Bhanushali, ‎President - Marketing, Media & Publishing, T-Series said, “We are delighted to partner with Ola and create a seamless in-film fit in one of the catchiest songs in the country today. We are looking forward to our association with ITW Playworx as an agency who helped us in getting this association in place.”

Commenting on the win and association, Sidharth Ghosh, CEO, ITW Playworx added, “Film associations are a perfect medium to reach out to the masses. At ITW Playworx, it has been our constant endeavour to create brand experiences through entertainment as a platform. We are privileged to work with Ola and T-Series on this film and make this association a flawless one.”
 

As a part of the association, hundreds and thousands of commuters travelling by Ola Play, Ola’s connected car platform, are able to view curated content from the movie.

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