brings battle of Agneepath to real life

19 Jan,2012

By A Correspondent


India’s largest group buying/social commerce portal,, has announced that it has partnered with Dharma Productions as the social commerce promotion partner for 2012’s most awaited movie, Agneepath. will engage its fans, customers and merchants in ‘gang wars’ leading to Agneepath through an aggressive multimedia campaign. The real-life battle to win movie tickets, merchandise, and other prizes every day, and a chance to attend a special preview screening of the movie, has already started even before the reel-life battle begins later this month.


Releasing worldwide on January 26, the movie revolves around Vijay Dinanath Chauhan (Hrithik Roshan) and his revenge against Kancha (Sanjay Dutt).Priyanka Chopra plays the female lead of Vijay’s aide and best friend Kaali, while Rishi Kapoor plays city gang lord Rauf Lala. Directed by Karan Malhotra, and produced by Hiroo Yash Johar and Karan Johar, the film also features Om Puri, and Katrina Kaif makes a special appearance.


According to Mr. Apoorva Mehta, CEO, Dharma Productions: “In a networked world, traditional marketing alone is not enough to ensure success of a movie. We have partnered with because of domain expertise and experience in creating unique and successful social commerce campaigns for Bollywood movie launches.”


As many as 2,000 merchants across 11 Indian cities have already professed their allegiance to either Vijay’s or Kancha’s gang by sporting their gang posters for the movie at their merchant outlets, and are now enrolling thousands of customers to join their gang to emerge as winners through pamphlets bearing promo codes.


Every customer who shops for Rs500 or more at any of these merchant locations is eligible to receive a leaflet with a unique promo code. Customers purchasing deals worth Rs500 or more during this contest period will also receive a promo code. The campaign will runs till January 31.


As part of its comprehensive multimedia campaign, is promoting the movie across its entire network and beyond, including its website, Facebook, Twitter, and other partner sites. has also roped in the movie’s leading stars Kancha (Sanjay Dutt) and Kaali (Priyanka Chopra) to lend their voices for an aggressive campaign across leading radio channels in several cities all over India.


Elaborating on the tie-up with Dharma Productions for promoting Agneepath through social commerce marketing,’s founder and CEO, Anisha Singh said: “Having successfully run social commerce and multimedia promotions for recent big titles such as Don2 and Ladies Vs Ricky Bahl has given us great exposure to film marketing. Agneepath is special and we’ve created a social commerce marketing plan equally special to match its calibre. To further add flavour to the war between Vijay Dinanath Chauhan and Kancha, we have also created a special Facebook app, Walk the Agneepath, where people can participate in a contest by watching a movie clip and correctly answering the questions.” has also created a live scorecard on its Agneepath page on the mydala website where you can find how your gang is faring. Scoring is based on every promo code entered into the system. The gang that gets the most points at the end of the promo period will not only get to win Agneepath merchandise, movie tickets, mydala vouchers and other prizes, but also a chance to meet the star cast of Agneepath.



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3 responses to “ brings battle of Agneepath to real life”

  1. Mydala Discount says:

    It was cool experience to win Agneepath movie ticket which had been run by on Facebook.

  2. Mydala Discount says:

    It was cool experience to win Agneepath movie ticket which had been run by on Facebook.

  3. Anurag Chandrakar says:

    really it is very nice and help ful..

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