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ESPN to promote Bollywood film during ICC World Cup
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NEW DELHI: In a unique combination of two distinctly different fields, ESPN Star Sports network channels will run promos for the movie ‘Love Aaj Kal’ during the forthcoming ICC World Twenty20 which will be televised live on Star Cricket.

Asked what is common between the film and cricket, Dinesh Vijan, producer for Illuminati Films which has produced the film in association with Eros International, told indiantelevision.com that ‘Love Aaj Kal' tells a tale of two loves - Love Aaj - where the game of love is played quick and easy like an exciting T20 Cricket match - and Love Kal - which is the more steady and pure form like a game of classic cricket.


ESPN and Illuminati Films have entered into a promotional tie up for this purpose. Says ESPN Software India Sr. Director – Marketing Nirmal Dayani, "India being the incumbent champions and given the positive streak team India has been on, our strategy to promote the event has been to capitalise on this sentiment of confidence. The tie-up with Love Aaj Kal carries forward the sentiment through a Bollywood connect. The film and the stars reflect the same positivity and passion. We are also delighted to mention that both the stars will be present for one of the matches and will feature in various programming opportunities around the telecast of the tournament.”


The promo shows Saif Ali Khan and Deepika together. The two will also be seen in the commentator’s box during the World Cup, interacting with Harsha Bhogle and cheering the Indian team.

Vijan added: "The tie up between ESPN and Illuminati films came naturally as both T20 Cricket and Love Aaj Kal speak the language of today’s generation. The story of change from traditional cricket to T20 is similar to the way love has evolved today so there is a strong association for both the parties and we are both looking forward to it."
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