News|October 23, 2012 12:03 pm

Luv Shuv Tey Chicken Khurana to be promoted by Dabbawalas!

Luv Shuv Tey Chicken Khurana, promoted as India’s first food film is making news for adopting unique marketing strategies. The film stars Kunal Kapoor and Huma Qureshi.

The makers have tied up with the dabbawalas of Mumbai, whose dabbas will be branded with the film’s tag and will reach 1,00,000 offices across the city.

The film revolves around a forgotten secret recipe of Chicken Khurana, a dish that made the Khurana dhaba famous across Punjab.

Says creative producer Anurag Kashyap,

The dabbawalas, as a concept, is unique to Mumbai and since this is a film on food, we couldn’t think of a better tie-up. It is a very happy and simple film and I am sure everyone will come out of theatres smiling.

Huma Qureshi, the lead actress of the film, says,

Ever since I’ve shifted to Mumbai, I have myself ordered for dabbas and it amazes me as to how these people accurately deliver the right dabba to the right person, every single day.

Kunal adds,

I think it is a great initiative because our film is about food. We wanted a connect with the audience and this is probably the best way to reach out to people.

Speaking about the strategy, Shikha Kapur, executive director, marketing, studios, Disney-UTV says,

Dabbawalas are an institution in Mumbai, efficiently providing hot meals to office-goers. We wanted to tap this unique distribution channel to reach out to over a lakh office-goers to promote our film.

Luv Shuv Tey Chicken Khurana, produced by UTV Spotboy, releases November 2. The music of the film has been composed by Amit Trivedi.