MiD DAY Entertainment gets BSA for 'Student of the Year'

MiD DAY Entertainment, the entertainment marketing division of Midday Infomedia Limited has successfully executed the prominent in-film product placement for BSA cycles in the recently released Karan Johar film – Student of the Year!

BSA was brought on board as “The Official Bicycle Partner” to the film, in a deal that comprised of both an in-film brand placement as well as an around film co-branded promotional tie-up.
Speaking about the association, Vikram Kari, General Manager – Entertainment Marketing, MiD DAY Infomedia says “The cycling sequence forms a crucial part of the film, which is why we were excited about this integration ever since we read the script. We approached BSA almost immediately, as we believed the brand would fit in perfectly with the overall young, cool look & feel of the film. The integration has been executed flawlessly, and we are proud to have made this happen.”
Indrajeit Borkakoty, Business Head – MiD DAY Entertainment says “Bringing together a big banner film and a big brand is in itself a satisfying experience. Positive feedback from both, the producers and the brand is the icing on the cake. This is a superior brand-film association, and we are happy to see that the industry is taking notice of the same.”
Student of the Year released worldwide on 19th October 2012 and is running successfully across.

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