Adds Mr Roy: ``Through this association, Hungama proposes to bring its 250 leading corporate clients closer to India's favourite pastime, Bollywood films. There is tremendous activity in the entertainment sector and Bollywood will be at the centre of it all.''

According to Mr Shetty, the tie-up will help Popcorn Entertainment tap opportunities with corporates in terms of product placements in feature films, celebrity endorsements, corporate sponsorship of films and events. Says Mr Shetty: ``I personally see three areas of business that will be major revenue earners in India. These are infotech and communications; entertainment and media; and health and medicine. Although I would like to be a part of all these, I see myself in at least two of these areas and Popcorn is the vehicle I have adopted.''

As for revenue-sharing, Mr Roy informs that there's no equity participation envisaged now.``However, a 50:50 revenue participation will be arranged soon. With this alliance, we hope to consolidate our position in the entertainment industry in a brick and mortar fashion without losing our grip on the Internet and interactive media,''adds Mr Roy.

Mr Roy observes that corporatisation of Bollywood has been happening and today it evokes an extremely professional look. ``With our tie-up, we propose to bring the film world and corporates closer and enable their brands reach millions of customers across the globe."