Mitashi joins hands with 'Piku'

Consumer electronics value brand Mitashi has associated with Amitabh Bachchan-starrer "Piku - Motion Se Hi Emotion".

Mitashi LED TVs will feature in the form of in-film product placement as part of the brand integration across multiple scenes and for the same, an extensive co-branded on-air and on-ground promotional campaign will be carried out around the time of the release of the film, directed by Shoojit Sircar.

"The powerful star cast along with a great story line seemed like a perfect fit to help us connect with audiences at large. We will be extensively promoting the film through our consumer touch points across trade and distribution partners and large format stores nationally," Rakesh Dugar, chairman and managing director - Mitashi, said in a statement.

The family comedy drama also stars Deepika Padukone and Irrfan Khan.

"We are happy to partner with Mitashi for 'Piku'. There is a great synergy as we are together targeting Indian families. Ours is the first family entertainer of 2015 and we are looking to reach out to wider audience in India through this association," said Vivek Krishnani, senior vice president (revenues and marketing), MSM Motion Pictures.

"Piku" will hit the screens on May 8.