INDIA. Mumbai Duty Free has launched its latest marketing campaign called ‘Pay Zero’ in association with Indian film star Shah Rukh Khan. It coincides with Khan’s forthcoming film Zero and runs during December. He launched the campaign at Mumbai Duty Free on 5 December.

Star power: Shah Rukh Khan (left) with Flemingo Travel Retail CEO Manishi Sanwal at the campaign launch.

The promotion offers added value elements for shoppers. These include exclusive merchandise, discounted film tickets, with a handful of winners getting the chance to meet the cast of Zero. In addition, each day some customers win shopping gift cards as part of the December campaign.

To promote the Bollywood association, the stores have been dressed with movie posters, life-size cut-outs of the star cast, film theme-based visual props and LED in-store signage.

The campaign related to the eagerly anticipated film Zero runs across Mumbai Duty Free stores through December.

Flemingo Travel Retail Ltd CEO Manishi Sanwal said: “We at Mumbai Duty Free strive to deliver new and unique shopping experiences to our customers and an association with Bollywood helps add an extra scoop of excitement to the mix. In pursuit of our endeavour to provide best value to shoppers, we are giving free shopping vouchers to few lucky customers daily for the entire month of December, aiding them to spend ‘Zero’ for their shopping.”