MUMBAI: Big TV, the Anil Ambani-owned direct-to-home (DTH) company, has entered into a marketing alliance with Fox Star Studios for promoting James Cameron’s magnum opus Avatar in India.

As part of the deal, Big TV will run a month-long 360 degree marketing campaign and will launch a 30-second English television commercial (TVC) featuring the cast of the film. The TVC is expected to go on air across 12 English channels including Times Now, AXN, Star World, Star Movies, and HBO from 15 December.
 
The DTH operator will also showcase interviews with Cameron and the stars of Avatar. The footage will also include behind-the scenes of the movie.

Reliance Big TV senior VP Umesh Rao said, "This partnership brings in enriched content to our subscribers and delivers larger than life experience through multiple grounds promotions planned across key cities." 
 
Fox Star Studios and Big TV are also creating special promotional zones across Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Chandigarh, Pune, Ahemdabad and Jaipur at key multiplexes. Apart from this, tie-ups with Baskin Robbins and Big Cinemas have been finalised to create exclusive zones.

The tie-up is part of Big TV’s content strategy to introduce niche and unique content on its DTH platform, the company said in a release.

Avatar is releasing in theatres across the country in 2D, 3D and IMAX versions on 18 December. Fox Star Studios is releasing the movie worldwide.