New Delhi: Director Zoya Akhtar’s musical drama Gully Boy is making much noise, and not just thanks to its 18-song soundtrack teeming with local rap and hip-hop tones. The Ranveer Singh and Alia Bhatt-starrer has partnered with a spate of new-age brands keeping with the underdog coming-of-age theme of the film.

First is restaurant search and discovery service Zomato which has launched an advertisement with Singh promoting its superfast delivery, besides Twitter memes on the lines of “wraps from every gully, boy."

“Gully Boy is a contemporary, youth-centric story and therefore Zomato, as a brand, has associated with it. Zomato is a youth-centric brand and we put maximum efforts in staying connected with our users. We try and convey our narrative mixed with pop culture and a pinch of humour. This not only increases brand recall but also helps us stay relevant to our target audience," said Sandeep Anand, chief marketing officer, food delivery, Zomato.

Anand said the fact that that the film stars Singh, a celebrated youth icon, makes even more sense for Zomato to associate with the movie.

“Moreover, we wanted to focus on two of our most important features, super-fast delivery and awesome deals, in a clutter-free manner that viewers would love and remember for a long time. Hence, we came to the conclusion that this has to be our first co-branded campaign," Anand said.

The other brand partnership for the film based loosely on the life of street rappers Divine and Naezy, is instant messaging app Hike. The Indian social and technology company has released stickers inspired from the movie and its characters that express popular dialogues and songs like “Apna Time Aayega" and “Mar Jayega Tu." Users can download these packs from Google Playstore and Apple AppStore.

Besides sports gear brand Adidas, beer company Kingfisher, mobile app Truecaller, fast food chain KFC, cough syrup Torex and hair care brand Sunsilk, the film is also collaborating with restaurant chain Social Offline that has brought out a customized Gully Boy menu.

Regional social media platform Helo has also launched a campaign, asking users to write letters to Singh and Bhatt and share their dreams using #Apnatimeapunlayega.

As the first Indian film to bring out its own app, Gully Boy lets users download the service, record their rap and voice on it, send in entries and win prizes. A partnership with ride-sharing platform Ola means the same can be recorded while sitting in a cab and videos submitted on Ola’s Facebook, Twitter, or Instagram page using #GullyGullyOla.

“At Ola, we are thrilled to bring unique experiences to our customers that go beyond their mobility needs. Every corner of this country is filled with youthful energy and gifted artists, and through this activity, aspiring rappers get a platform to showcase their talent," said Anand Subramanian, senior director - marketing communications at Ola.

Gully Boy is Bollywood’s Valentine’s Day offering this year and releases on Thursday, a day early to coincide with the date.

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