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.