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Saif Ali Khan pairs up with Radio Mirchi's Sud
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Radio Mirchi has devised a humorous way of promoting soon to be released movie, Love Aaj Kal, directed by Imtiaz Ali. The popular character on Radio Mirchi, Sud, on air since January 2008, will pair up with the movie's lead actor, Saif Ali Khan.

The radio station has seamlessly integrated its character Sud with the character Saif Ali Khan is playing in the movie. As part of the association, Khan is heard providing love-tips and suggestions to Sud on how to woo his love interest Suchi Smita on the humour sparkler "Hassi Ke Phooarey".

Tapas Sen, chief programming officer, Radio Mirchi, says that the idea is to subtly promote the movie and also offer entertainment value to the listeners. "We did not want to promote the movie outright and make it sound like a promotion. Instead, we aimed to make the association entertaining," he says about the integration.

Sud is going through a love crisis and has Khan to advice him across a few episodes, which are aired as capsules every hour. Besides, as part of the promotion, costumes of the actors will be given away as prizes for contests, along with movie tickets and CDs.

Saif Ali Khan says, "I enjoyed the interaction with Sud and I think Hassi Ke Phooarey is a good concept. I wish Sud all the best with his love life though he still sounds a little disturbed about it."

Radio Mirchi has come up with innovative promotional plans for movies earlier, too. For the movie Salaam Namaste, which featured actor Preity Zinta playing an RJ (radio jockey), the radio station had her hosting the breakfast show for a few days in Mumbai.

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