<div><strong>By Haider Ali Khan</strong></div><div> </div><div>Eros International Media Ltd — a producer and distributor of Indian films — has announced a content partnership with United Spirits’ Bagpiper Soda for the forthcoming Marathi film ‘Guru’.</div><div> </div><div>“Bagpiper has its soul entrenched in culture and there is no bigger medium that reflects popular ethos than Indian cinema. By becoming an integral part of a film like ‘Guru’ we will be able to spread Bagpiper message of positive change to a much wider audience and also take our long-standing relationship with cinema to the next level. We are very happy to have excellent partners in Eros for this venture,” said Debashish Shyam, senior vice-president, marketing, United Spirits.</div><div> </div><div>Starring Ankush Chaudhary and Urmila Kanetkar, it will be directed by Sanjay Jadhav, based on a script by Ashish Parte. The film is expected to go on floors by November 2015.</div><div> </div><div>Through a unique association with Eros International, Bagpiper will be an integrated partner across the film’s content, promotions and performance.</div><div> </div><div>Sameer Gogate, chief development officer, Eros International Media Ltd, said, “We are keen on partnering and promoting the best talent from the Marathi film industry. The association with Bagpiper Soda for ‘Guru’ will help drive the underlying message of the film which is to bring a radical change in society. ‘Guru’ promises to be an interesting journey and we are looking forward to supporting and nurturing such strong content driven films.”</div><div> </div><div>The association will see Bagpiper promoting the film through a specially created TVC ad campaign with the lead actors and aligned with the basic plot of the film. The TVC will be on-air on regional Marathi channels through the production and promotion phase of the film.</div>
