BBH India agrees brand entertainment deal with Phantom Films & Reliance Entertainment

Ranveer Singh and will be directed by Kabir Khan

BBH India has agreed a brand entertainment partnership with Phantom Films & Reliance Entertainment around one of its upcoming moves.

For '83, which tells the story of the Indian cricket team's World Cup Win in England in 1983, starring Ranveer Singh and directed by Kabir Khan, will see BBH act as the 'branding custodian' for the film as well as supplying a number of entertainment marketing services.

The agency will also be charged with building strategic partnerships and creating intellectual property as well as merchandise tied into the film while also helping brands gain access to the actors to facilitate marketing opportunities.

Subhash Kamath, chief executive and managing partner for BBH said that the deal was part of a trend where brands sought to integrate with opportunities around popular culture which led to the creation of its content and entertainment offering.

He added: "'83 brings both these loves together to create what promises to be a huge blockbuster. Who can forget that hugely emotional moment when India won the world cup, against all odds. Imagine seeing that captured for the big screen!"

The film is slated for released in 2018.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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