Brands compete for “Once Upon a Time in Mumbaai 2” association

Brands compete for “Once Upon a Time in Mumbaai 2” association


The sequel to Balaji Motion Pictures’ 2010 hit Once Upon a Time in Mumbaai is already a subject of heated discussion in the brands’ space. Much before it hits the floor, the film is being flooded with association offers from brand given the huge value of the franchise, director Milan Luthria (after ‘The Dirty Picture’) and the enormous star cast of the sequel – Akshay Kumar, Sonakshi Sinha and Imran Khan, are amongst the most sought after.

This would also be the first time that almost 18 brands are vying to be part of a gangster drama laced with intense romance, including male-centric brands, as the film is high in its depiction of machismo and male-hood. While many have expressed interest from an in-film perspective, many have approached Balaji for pre-release marketing associations.

Confirms Ekta Kapoor, “We are glad with the incredible interest that brands have shown in our keenly awaited sequel. While all our films are hot-beds for brand integrations, the level of excitement that OUATIM-2 has garnered is unprecedented.”

She adds, “We will stay true to the film and its storyline. Milan (Luthria) has advised us that he will incorporate 5 or 6 brands at best therefore we will be extremely careful in our selection. As the final draft of the script is currently being worked on, we can incorporate these brands in the narrative seamlessly.”

The film commences production on August 1