Western Union, a leader in global payment services continued its support of Bollywood with an official association with Jab Tak Hai Jaan, the last film directed by the late Yash Chopra, which will see the movie promoted across key Indian diaspora markets through Western Union’s Agent locations.
The film scheduled for local and global release on November 13 starring Shahrukh Khan, Katrina Kaif and Anushka Sharma is the culmination of Yash Chopra’s career spanning over five decades and more than 50 movie titles, across a variety of genres.
Western Union’s association with Bollywood blockbusters confirms the company’s continued commitment to Indian film and music. Bollywood was ranked the second most iconic characteristic connecting overseas Indians most to their roots with Indian food taking first and Festivals taking third place, a recent Western Union Nielsen Survey revealed.
Western Union’s “Great loves that binds overseas Indians back home” survey conducted by Nielsen asked Indians by birth or descent across major regions of the world with large Indian diaspora, the top three things that connected them most to India.
“It is our absolute honour for Western Union to be officially associated with Jab Tak Hai Jaan and the late Yash Chopra. He was a man of the world as well as a man of India. His last work reminds us of the global nature of the Indian diaspora, because everywhere people loved and admired his creative genius and unique style,” Mr Kiran Shetty Managing Director and Senior Vice President of Western Union, India at Western Union.
“We are honoured to be associating with and catapulting to a global stage his final production. It affirms the company’s continued commitment to associate the Western Union brand with Bollywood. The results of our “Great Loves” survey ranking Bollywood as number two further validates our marketing investment, he said.
“We are pleased with Western Union’s association on Jab Tak Hai Jaan," said, Ashish Patil, Vice President, Yash Raj Films. “
“There's a great brand fit with the theme of sending love home this Diwali in Western Union’s current campaign that goes extremely well with the most anticipated love story of the year. And with a globally recognised and respected brand like Western Union, the association has helped us reach out to many more Indians abroad, an audience that is very critical to our business,” he added
Western Union’s mass media campaign promoting the association has been rolled out in India and around the world across US, Canada, Europe, Middle East and Asia Pacific focusing on key Indian diaspora countries. It encompasses co-branded TV, radio, print, outdoor and digital advertising as well as local activities at Western Union® Agent locations. Several consumer activation programs with gratifications covering special movie screening shows, free movie tickets, audio CD and special merchandise will be also hosted across the globe.
India Infoline Research Team / 14:59, May 20, 2015
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