This perhaps marks the beginning of a trend where marketers and film-makers move from plain vanilla deals that toss brands into a script to ones that are integrated seamlessly into the story.
“The film, through the reach of Bollywood, will be our ambassador abroad,” says Verve’s editorial director Parmesh Shahani. “And in many ways, our ambassador here as well.”
The magazine, on its part, has taken the deal a notch further, with its November issue dubbed as a Dostana special. It has at least 40 pages devoted to the subject, including the magazine cover inspired by the Karan Johar film, interviews with Chopra, director Tarun Mansukhani, fashion shoots on film sets in Miami and at Film City in Goregaon, and fashion and beauty features inspired by the Dostana theme. The film also gets a special mention in the editor’s column.