ESPN and Illuminati Films Join Forces

Peanut butter and jelly, milk and cookies, Bollywood and Cricket?! As far as combinations go, sports and Bollywood don't seem like a match made in heaven. But both the world of sports and Bollywood had to roll up their sleeves and get creative-because it seems, they will soon be working in perfect harmony.

ESPN and Illuminati Films have joined forces to do promotional work together. ESPN STAR Sports will create promos for the ICC World Twenty20, as well as for the upcoming film 'Love Aaj Kal,' to be played on the channel, STAR Cricket.

Nirmal Dayani, Sr. Director of Marketing for ESPN Software India Pvt Ltd, said "India being the incumbent champions and given the positive streak team India has been on, our strategy to promote the event has been to capitalize on this sentiment of confidence. The tie-up with 'Love Aaj Kal' is an attempt to further amplify the sentiment through a Bollywood connect. The film and the stars reflect the same positivity and passion."

Hopefully, the tie between the two industries will benefit both Bollywood and the sports industry. The love for both industries is very evident in India, so, in a way, it made sense that they would come together.

Producer Dinesh Vijan said "The tie up between ESPN and Illuminati films came as naturally as both T20 Cricket and Love Aaj Kal speak the language of today's generation. The story of change from traditional cricket to T20 is similar to the way love has evolved today so there is a strong association for both the parties and we are both looking forward to it".

We want to know what our readers think about this collaboration. Do you think it's strange that Bollywood is joining the sports industries to promote films? Let us know your thoughts on this strange team.