ere is some more news on the advertising world�s courtship with Bollywood. Just recently, biscuit company Britannia Industries tied up with Sajid Nadiadwala, producer of newly released Hindi movie, Mujhse Shaadi Karogi, to co-promote its biscuit brand 50-50 Maska Chaska. The communication was woven into the movie trailers and the 50-50 Maska Chaska Mujhse Shaadi Karogi contest, which was launched in association with indiatimes.

"Britannia 50-50 Maska Chaska is a big success. It has managed to carve out a unique identity for itself in a short time. It is clearly the younger, more confident and mischievously expressive avatar of 50-50," says Nikhil Sen, COO, Britannia Industries. ... more