Discovery Channel and Yash Raj Films Brand Association for Jab Tak Hai Jaan

English: Yash Chopra at Suzanne Roshan's The C...

English: Yash Chopra at Suzanne Roshan's The Charcoal Project Launch. Photo: FilmiTadka. (Photo credit: Wikipedia)

Mumbai, Nov 19, 2012 (Washington Bangla Radio / Discovery Channel and Yash Raj Films have entered into a brand association for the Bollywood film Jab Tak Hai Jaan.

The film opened on Diwali 13th November, and has one of its lead female characters Akira played by Anushka Sharma portrayed as an employee of the Discovery Channel who wants to make a documentary on the male lead of the film - Shahrukh Khan.

“Hi. I am Akira. I work for the Discovery Channel. And I am on a quest to discover the truth behind the compelling story of “The Man Who Cannot Die”, said Anushka Sharma on the release of her character in the Late Yash Chopra’s last directorial film Jab TakHaiJaan.

In the film, Akira’s goal is to work for the Discovery Channel. She chances upon the opportunity, in the form of Shahrukh Khan, employed with a special unit of the forces. She goes on to convince the Discovery Channel team to produce a documentary on him - “The Man Who Cannot Die.” The audience will discover the entire story of the film through Akira’s eyes.

Commenting on the association with Yash Raj Films, Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific said, “We are honoured to have associated with one of India’s foremost film stalwarts – the late Shri Yash Chopra.”

“This association reflects the immense popularity and credibility that Discovery Channel enjoys in India and around the world where this film will be released,” Johri added.

Ashish Patil, Vice President, Yash Raj Films commented, “We wanted to associate with the leading non-fiction channel and we are happy to partner with the world renowned Discovery Channel. We are certain that viewers will enjoy Anushka’s refreshing character as a Discovery Channel employee.”

Besides shooting in various locales, Anushka also shot at the Discovery Channel’s office making the experience as real as possible for the viewers.

One of the most ambitious ventures of Yash Raj Films, Jab Tak Hai Jaan is directed by Late Yash Chopra, India’s legendary filmmaker and produced by Aditya Chopra. The film also stars Katrina Kaif in a leading role and has music composed by the Oscar award winner A.R. Rahman with lyrics by Gulzar.

Discovery Channel is a leader in factual entertainment and is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world. The network offers a signature mix of compelling, high-end production values and vivid cinematography across genres including, science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organisations that shape and share our world.

Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world's #1 nonfiction media company reaching more than 1.8 billion cumulative subscribers in 209 countries and territories. Discovery is dedicated to satisfying curiosity through 149 worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as U.S. joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services, including In Asia-Pacific, eight Discovery brands reach 555 million cumulative subscribers in 33 countries with programming customised in 15 languages and dialects.

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