18 Brands vying for 1 Film

This is something rare to see as 18 popular National and International Brands are vying for one film. This is sequel to 2010 super hit flick, ‘Once Upon A Time In Mumbai’ (OUATIM) of Balaji Motion Pictures.  The sequel is already a subject of heated discussion in brands space. Much before it has hit the floors, the film is being flooded with association offers from highly valued brands and their franchises. The star value attached with this OUATIM is director Milan Luthria (directing after ‘The Dirty Picture’) and the enormous star cast of the sequel include Akshay Kumar, Sonakshi Sinha and Imran Khan.

This would also be first time almost 18 brands are vying to be part of a gangster drama laced with intense romance. Much of these brands are male centric as the film is high in its depiction of machismo and male hood. Many of these have approached Balaji for pre-release marketing associations. Confirming the news Ekta Kapoor said, ‘We are glad with the incredible interest these brands have shown in our keenly awaited sequel. While all our films are hot beds for brand integrations, the level of excitement that OUATIM-2 has garnered is unprecedented. We will stay true to the film and its storyline. Milan has advised us that he will incorporate 5 or 6 brands at best therefore we will be extremely careful in our selection. As the final draft of script is currently being worked on, we can incorporate these brands in the narrative seamlessly. The film commences production on August 1.’