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Microsoft goes for in-film placement in Bachna Ae Haseeno

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Global multi-national technology company Microsoft Corp found an able brand fit in Yash Raj Films' latest flick Bachna Ae Haseeno starring Ranbir Kapoor, Bipasha Basu, Minissha Lamba and Deepika Padukone.

The film's male protagonist Raj, essayed by Kapoor plays the role of a 'killer' – who has all it takes to make a woman to fall in love or even just spend a night with him.

Raj, finds himself a job in Microsoft, India in 2002 as an executive to develop games, along with his childhood buddy Sachin (Hiten Paintal), and then one day they are transferred to the Microsoft office in Sydney, Australia to undertake bigger responsibilities.

A few scenes have been shot in the Microsoft office in India and Sydney, with Raj and Sachin sometimes discussing work, women and parties. These scenes have tactfully integrated either the Microsoft label or a games poster in the background. And sometimes, Ranbir himself playing a game to test or validate it.

Apart from this, Microsoft has also integrated its Halo 3 game in the film. Halo 3 is Microsoft's game launched in September 2007, which sold record number of copies. In the film, Deepika's character Gayatri is shown to be awaiting the release of Halo 3. Moreover Gayatri is also an avid gamer and even plays Microsoft's games online, so she is heard telling a person at the launch party of Halo 3, where Raj invites her. To add to this, Minissha Lamba character Mahi's son also shows great interest in the game Halo 3 when Ranbir Kapoor gifts it to him.

Raj's stint with Microsoft, which starts in 2002 continues till the end of the film (2007). Moreover, Microsoft's branding has been consistent and able throughout the movie.

Source : Buisness of Cinema

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