MUMBAI—Jet Airways, India’s full-service premier international airline, has announced a partnership with T-Series and Ellipsis Entertainment, producers of the forthcoming Hindi film, “Tumhari Sulu,” becoming the film’s Official Airline Partner. The partnership is part of the airline’s philosophy to “constantly seek and use new, engaging ways to strengthen connect with its guests and consumers.”
Directed by noted advertising name Suresh Triveni, “Tumhari Sulu” stars Vidya Balan in the lead as an enthusiastic and a happy-go-lucky homemaker whose life gets completely transformed after she unexpectedly lands an exciting job as a night RJ (radio jockey) with a leading radio station.
Welcoming the alliance, Jayaraj Shanmugam, chief commercial officer, Jet Airways, stated, “The partnership with ‘Tumhari Sulu’ marks a great start to an exciting new journey that will help us to promote Jet Airways’ well-differentiated product and service offerings in innovative ways, via the silver screen, for both Indian and global audiences.”
Commenting on the association, producers Bhushan Kumar, Tanuj Garg, Atul Kasbekar and Shanti Sivaram Maini jointly stated, “The mutually beneficial arrangement will allow Jet Airways to leverage the power of a top-notch family film starring Vidya Balan to communicate important aspects of its brand story, while allowing the producers to access and directly promote the film to the airline’s enormous and loyal customer base, both within India and abroad.”
Explaining the synergy behind the association, Belson Coutinho, vice-president, marketing, e-commerce and innovations, Jet Airways, added, “‘Tumhari Sulu’ adopts a fresh and highly-engaging perspective about listening to one’s inner calling and then stepping out in the world to realize those aspirations. The movie’s inspirational messaging is in sync with the values we hold and promote at Jet Airways including, using every opportunity to go beyond one’s abilities and having a passion for excellence in one’s job. Vidya effortlessly portrays the everyday trials of the archetypical Indian woman, who not only balances her family’s life on one hand but also nurtures her private dreams on the other. We are confident that the inspirational narrative will strongly resonate with movie-goers including contemporary women, a significant number of whom travel with us.”
As part of its association and as a unique publicity initiative to promote the women-focused film, Jet Airways will roll out an attractive promotion for its women guests in India next month, enabling them to avail an attractive 10 percent discount on fares while booking their travel with Jet Airways upon entering the promo code SULU on the airline’s website www.jetairways.com or on its mobile App.