MUMBAI: &pictures has packed a big marketing punch for the world television premiere of the Varun Dhawan starrer Badlapur. 

The movie will premiere on 20 September at 8:30 pm and &pictures will be marketing it by launching a first-of-its-kind initiative called ‘The Badlapur Hunt’ for the people of Mumbai on 16 September.

Zee Entertainment Enterprises Ltd (Zeel) Hindi movies channel business head Ruchir Tiwari said, “Honoring our commitment of providing the latest and best films, we at &pictures always aim to interact and engage with our audiences through various creative ways. ‘The Badlapur Hunt’ is one such innovative contest, which will be gain maximum traction on our strong digital platforms. We have a more direct relationship with our audiences than we ever did before and a distinctive 360 degree campaign across mediums is also planned.”

The hunt enables five teams of two individuals each to participate, wherein winners stand a chance to win a state of the art tablet. The teams are selected via generic contests conducted on various media platforms including social media, newspapers and radio.

The hunt begins with one person from each team being taken away to an undisclosed location. In order to search for their missing team member, their respective partners, (just like Varun Dhawan in the film) will have to solve clues and perform tasks handed out by &pictures team at strategic locations across the city.

To pump up the participants and make the hunt even more thrilling, the channel is offering tempting gratifications for each task that the participant accomplishes in the hunt.