Eros, Red Chillies in brand tie-ups worth Rs 52cr for Ra.One

New Delhi: With the release of Ra.One just round the corner, Eros International Media and Red Chillies Entertainment today said they have entered into tie-ups worth about Rs 52 crore with brands like with Sony PlayStation, Nerolac and YouTube. [caption id=“attachment_108459” align=“alignleft” width=“380” caption=“Ra.One, which is set to be released on 26 October, is one of India’s most expensive films to be launched in 2D and 3D formats. Raju Shelar/Firstpost”]  [/caption] Ra.One, which is set to be released on 26 October, is one of India’s most expensive films to be launched in 2D and 3D formats in Hindi, Tamil and Telugu, with over 3,500 screens worldwide. The film stars Shah Rukh Khan, Kareena Kapoor and Arjun Rampal in the lead roles. “… the marketing spends on Ra.One have been subsidised considerably through major brand tie-ups in excess of 25 brands… The brand tie-ups (are) worth Rs 52 crore,” Eros said in a statement. These include Sony PlayStation, YouTube, Nerolac, McDonald’s, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol among others, it added. Eros International and Red Chillies have already recovered a major portion of their investments through in-film branding, media endorsements and through pre-licensing Cable and Satellite rights, music and other rights, the statement said. PTI