Looks like its raining unique marketing initiatives these days! This time, Fox Star Studios and Phantom- the makers of the 'Bombay Velvet' have tied up with Facebook to launch a customized photo filter app for the social media savvy people. The app titled as 'Bombay Velvet Retro-fy Filter' allows users to give a retro sepia twist to their uploaded pictures. This launch is the first of its kind in the world, where Facebook has come together for a film to develop and promote a photo filter of its kind.
Vikas Bahl, producer at Phantom, said, "Bombay Velvet, in its content, is a film that is constantly challenging boundaries. We are thrilled about our partnership with Facebook - it's the first time ever that something like this has been attempted. All the cinema of the world hasn't seen this kind of association- and this truly then, qualifies as an innovation."
Commenting on this association, Shikha Kapur- CMO, Fox Star Studios further added, "Bombay Velvet promises to be a visual cinematic experience – a lovingly constructed and meticulously researched tale of the life and times of 60’s Bombay – a city poised for transformation, jostling with the social and political currents that were at play then. Anurag Kashyap has created a nostalgic world of the yester-years, and has captured the very essence and fabric of the 60s. Taking a cue from this, we are delighted to partner with Facebook and launch 'Retrofy Bombay Velvet Photo Filter' on the immensely popular social media platform – an unique app that will allow users to give a 60’s look to their uploaded photographs. The power and reach of social media in today’s time is unparalleled and we at Fox Star Studios, have always believed in taking the lead in innovating here. With Facebook on board and putting their muscle behind this app, we are certain that Bombay Velvet will reach out to the largest possible consumer base residing on their digital stratosphere."
'Bombay Velvet', directed by Anurag Kashyap and produced by Phantom Films, is the tale of a street fighter, Johnny Balraj (Ranbir Kapoor) who aspires to be a BigShot. But his life turns topsy-turvy with the entry of jazz singer, Rosie Noronha (Anushka Sharma) and media baron, Kaizaad Khambata (Karan Johar). The film is based on Gyan Prakash's novel, 'Mumbai Fables'. It is slated to release on 15th May.