With the Twenty20 World Cup in full swing, cricket fans have even more to cheer about. Producers of the Saif Ali Khan and Deepika Padukone starrer ‘Love Aaj Kal’ have tied up with ESPN STAR Sports for a joint promotion of the film during the World Cup matches.

ESPN and Illuminati Films have inked a deal for the promotional tie up under which ESPN STAR Sports network channels will run promos that will drive salience for the ICC World Twenty20 which will be televised live on STAR Cricket India and for the movie ‘Love Aaj Kal’ due to for release at the end of July.

Nirmal Dayani, Sr. Director Marketing, 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 connection. The film and the stars reflect the same positivity and passion. We are also delighted to mention that both the stars will also be present for one of the matches and will feature in various programming opportunities around the telecast of the tournament.”

Both Saif and Deepika would be hitting the commentators۪ box during the World Cup interacting with Harsha Bhogle and cheering the Indian team.

Dinesh Vijan, the producer of the Illuminati Films utters, “The tie up between ESPN and Illuminati films came naturally as both T20 Cricket and Love Aaj Kal speak the language of today۪s 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.”