n-movie placement is certainly not new in India. But going by the number of brands associated with the recently released Bollywood flick Kaal, producers Shah Rukh Khan and Karan Johar must be smiling their way to the bank with wallets stashed with advertiser money. Never mind the negative vibes from viewers and critics.

Made with an investment of Rs 12 crore, Kaal has associated itself with the National Geographic Channel (NGC), Sony India, Timex and STAR Gold. NGC aired Kaal Special: Mysteries of the Deep Jungle in April with the star cast of the movie - John Abraham, Lara Dutta, Ajay Devgan, Esha Deol and Vivek Oberoi. The promotion was timed with the film�s release. "Kaal is a good fit for NGC," says Dilshad Master, senior vice-president, content and communication, NGC. "The movie advocates the message of wildlife protection and conservation of forests, and the channel subscribes to the same view."... more