INDIA. Mumbai Duty Free has strengthened its partnership with Bollywood through a campaign to promote ‘Bholaa’, a Hindi-language film starring Ajay Devgn.
During the campaign launch, Mumbai Duty Free invited the actor to its Chhatrapati Shivaji Maharaj International Airport store to promote the film, which is now showing across India and abroad. Devgn, who is also the director, met and took selfies with passengers.
As part of the promotion, the retailer rewarded selected shoppers with film tickets and merchandise.
Mumbai Duty Free Vice President of Marketing and Strategic Partnerships Amit Butani said: “At Mumbai Duty Free, we’re always looking for ways to enhance the shopping experience for our customers. The upcoming film Bholaa is the perfect fit for our brand, as it brings together travel, lifestyle, and entertainment in a way that our customers can relate to. This marketing initiative is a testament to our commitment to providing credible, exciting opportunities for our customers. We’re thrilled to bring this film to life through our stores and look forward to seeing the impact it has on our customers.”
The film is a remake of the hugely successful Tamil-language film Kaithi, which was released in October 2019. It tells the story of a father who returns after a decade in prison to meet his only daughter. However, he meets obstacles along his journey which also put him in a difficult situaiton.
Mumbai Duty Free has been creating Bollywood experiences in-store for several years, affirming the city of Mumbai’s strong connection to Bollywood films. ✈
